Corona has had a major impact on meal box services: restaurants were closed, people avoided the supermarket... But is this impact permanent?
When the crisis is over, much will have changed. Certain consumer behavior patterns that have been acquired during the COVID-19 period will remain in the long term. In addition, they will have an impact on the global economy and many industries. Especially after the crisis, meal kit services will offer a solution for consumers who have become more conscious of their health and who still want to avoid crowded places like supermarkets. The services are particularly beneficial because consumer behavior and needs are expected to change, with a greater need for contactless payment and delivery to prevent contamination with the virus.
Companies can capitalize on this with a new consumer persona: the concerned consumer who wants to avoid public places like the supermarket. Meal box services can profit from this new target group, shown below.
To give you an idea of the typical customer after corona, I created another persona: Jan Verstraten.
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Post-corona persona: Jan Verstraten
Jan works as a financial analyst at Philips. He works half the week from home in his new apartment in Amsterdam South. Although there have been no new corona cases for a while, Jan tries to avoid public places as much as possible. Before the pandemic, he ate a lot at restaurants. When the crisis got worse and restaurants closed, Jan was irritated by the risk of getting infected if he had to go to the supermarket.
During the pandemic, he discovered meal kit services. He tried the services and liked the contactless payment and delivery. The recipes were easy to follow and the meals delicious. Because he had such a positive experience, he will continue using the service after the lockdown.
Post-COVID-19 persona
Post-COVID-19 persona
The customer journey of Jan Verstraten
Jan also follows the 'think-do-feel' approach. During the crisis, he thought about alternatives to the supermarket, because he was afraid of getting infected. Then he ordered a meal box from Hello Fresh. After receiving and preparing the meal, he was convinced. He was convinced by the contactless payment and delivery, and he also liked the fresh ingredients and good taste. Jan will continue to use the service after the crisis is over and also recommends it to family and friends.
The customer journey, shown below, shows Jan’s touchpoints and linked emotions. At first, Jan is worried about getting infected, which puts him in a bad mood. Then, he experiences the convenience of a Hello Fresh meal box. He can now have his meal delivered to his home without worrying about the virus. Even after the crisis is over, it is safer to continue this pattern, so he continues to order. Although restaurants will open again, Jan does not want to risk his health.
Jan's customer journey
A comparison of the value compass (before and after corona)
The value compasses you see below illustrate the values spain telegram datathat meal box services attach the most importance to at two different points in time. The left value compass represents the values of the companies before the corona outbreak. Meal box delivery companies have placed the most emphasis on values such as:
functionality
performance
social responsibility
This can be explained by their target segments – parents, (young) professionals and students – and their objectives. Such as reducing waste and providing easy-to-follow recipes and the necessary ingredients to their customers.
Since social responsibility takes environmental values into account, it is considered an important value for meal kit services as they try to help customers save waste.
The right-hand value compass represents the values of meal box services after the corona outbreak. The values that these companies are expected to emphasize the most.
