HelloFresh
Marketing Plan
1. Executive Summary
Brief Description
HelloFresh is an international publicly traded meal-kit company based in Berlin, Germany. It is the largest
meal-kit provider in the United States, and also has operations in Canada, Western Europe, New Zealand
and Australia.
We aim to provide each and every household in 12 markets with the opportunity to enjoy wholesome,
home-made meals with no preparing, no shopping and no hassle.
Between busy work schedule and life, some people haven’t had time to go to the grocery store. With the
importance of healthy living on the rise, many are turning to home food delivery services to fix their
dinner challenges. One service, HelloFresh, is redefining the way we eat. Our purpose is to provide a
hassle-free way to enjoy home-cooked meals that give customers the experience of cooking but the
convenience of to-go.
Target Market
Market Segmentation
Depending on the general basis of HelloFresh targets, the target market can be divided into two
approaches which are geographic segmentation and psychographic segmentation. Geographic
segmentation targets consumers based on a predefined geographic border and psychographic
segmentation targets consumers depending on the intrinsic traits that consumer possesses. On the
geographical segmentation, HelloFresh has businesses in popular countries which includes U.S, Canada,
Australia, Germany, Netherlands and Germany. The consumers varieties are varied depending on the
country the business is located in. On the psychographic segmentation, the company has provided types
of preferred meals, sizes, recipes and dates for consumers and consumers can decide depending on their
lifestyle, interests and preferences.
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Customer Profiling
Depending on the target market profile of geographical customer segment, the company offers depending
on the cultural influences from the customers. Cultural influences have great impact on the food and the
company is fully aware of that. From the social influential perspective, HelloFresh focuses mainly on
healthy lifestyle as most people are coming for the healthy diet plans and focuses on the trend of using
technology for the services.
For the personal influences, HelloFresh offers plans for students who are on the university days and do
not have enough time and money for diets. The target customer base is generally between the age of 30
and 50. These people enjoy a busy lifestyle and 80 percent of the customers are women.
Competitor Analysis
HelloFresh is not the only ready-to-cook meal service in town. In fact, it has some strong competition
from Blue Apron. Both services utilize a similar meal delivery model, providing fresh, raw ingredients
and easy recipes for up to a week's worth of dinners. HelloFresh and Blue Apron are very close in price.
In addition, they both offer vegetarian options designed just for vegetarian subscribers. Like HelloFresh,
Blue Apron publishes its weekly menus for subscribers to preview online.
The comparison between HelloFresh and other competitors is shown in the table below:
DoorDash
HelloFresh
Blue Apron
Cornershop
FarmDrop
HelloFresh is a food
subscription company
DoorDash is a technology
Blue Apron is a
Cornershop is a
Farmdrop provides a
that sends pre-
company that provides
grocery delivery
company
platform for people to
portioned ingredients to
on-demand delivery
company focused on
buy groceries from
users’ doorstep.
developing a
service connecting
providing customers
grocery
local producers online.
customers with local
with pre-measured
delivery app.
businesses.
ingredients and
recipes to prepare
meals at home.
Founding
2011
2013
2012
2015
2012
Date
Type
Public
Private
Public
Subsidiary
Private
Locations
United States
United States
United States
Mexico
United Kingdom
Canada
Canada
United Kingdom
Australia
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United States
Germany
Puerto Rico
Switzerland
Netherlands
Australia
Denmark
Luxembourg
Employees
New Zealand
4,276
8,446
3,938
N/A
89
Positioning Statement
HelloFresh positions itself as a comfortable, time- and food saving, healthier alternative to supermarkets.
As well as an inspirational source for healthy, balanced, yum, varying recipes.
The core business sends illustrated recipes, with the exact fresh ingredients needed to cook them, to our
customers’ homes every week. We source our ingredients from trusted, sustainable suppliers as locally as
possible and by accurately forecasting customer numbers we only order the amount of ingredients we
need to fulfil their orders. Combined with only sending exactly what our customers need to cook their
meal, we are able to prevent considerable food waste in both the supply chain and in homes.
2. Marketing Mix
Product
HelloFresh generally delivers high-quality ingredients sourced straight from the farm packed in the
package which includes easy-to-follow recipes with clear nutritional info to the customer’s doorstep on
the selected days. The meals are delivered in an insulated Styrofoam cooler box with ice packs for
refrigerating ingredients and meat and fish are packaged in vacuum sealed bags.
The appearance and quality of the HelloFresh products are in high-standard level and all the package that
the customers received has the recycling option which makes the brand in a standardized way.
In your box, you'll receive : Step by step, photographed recipe cards
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An insulated cool bag with ice packs containing all your meat and dairy
products
Individual, numbered meal kits containing portioned out ingredients.
We test each recipe 45 times to ensure deliciousness and simplicity.
Our recipes change per week.
Browse over 2500 delicious and quick recipes developed by our expert chefs and guaranteed to please
every meat-lover, veg-head, cool kid, and busy parent.
Plan your perfect menu, fresh ingredients delivered to your door, cook delicious dinners.
You can skip or cancel any time.
Price
Plans and Prices
We offer 3 types of plan.

Classic Plan from $8.99 / serving. + $9.99 Shipping

Family Plan from $7.49 / serving. + $9.99 Shipping

Veggie Plan from $8.99 / serving. + $9.99 Shipping
Classic Plan
Classic Plan gives you the choice of 10 recipes each week with a fantastic offering of traditional favorites,
new cuisine adventures plus Gourmet and Dinner to Lunch meal options. This plan is perfect for those
looking to shake up their dinner routine.
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Family Plan
Family Plan is designed specifically for families with young kids. The meals are balanced and
wholesome, with family friendly flavors for the young ones and optional ingredients for the more
adventurous. This plan is a true crowdpleaser!
Veggie Plan
Veggie Plan is perfect for those looking to be inspired by creative, wholesome and balanced vegetarian
meals. Enjoy a delicious variety of recipes that take advantage of the best seasonal produce, in a range of
dishes from tagines to tacos.
Subscription Options and Prices
HelloFresh offers six subscription plans: Meat & Veggies, Veggie, Family Friendly, Low Calorie, Quick
& Easy, and Pescatarian. Subscribers can select between two and six meals per week for either two or
four people, and they have the option of pre-selecting which meals they will receive.
Menus are published weekly and can be previewed online.
Weekly Order
2 people x 2 meals
2 people x 3 meals
2 people x 4 meals
4 people x 2 meals
4 people x 3 meals
4 people x 4 meals
Price Per Serving
$10.99
$8.99
$8.99
$8.99
$7.49
$7.49
Total (with Delivery)
$50.95
$60.93
$78.91
$78.91
$96.87
$126.83
Promotion

HelloFresh has provided promo codes for customers to enjoy discounts.

Every first box order has promo code.

Every month offers discounts.
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
Discounts on clearance items.

Discounts on selected items.

$4 off for $60.

$3 off for $35.

Offer free shipping discounts.
These promo codes attract new and regular customers as part of the
marketing plan.
Place
As the HelloFresh is an online delivery service company, it does not have store locations or physical
places for customers to buy products. As a food delivery business, the efficiency of its logistics and
materials handing operations play key roles in every location that the company is offering services.
HelloFresh is moving beyond the doorstep. The food delivery service has announced plans to begin
selling its meal kits in 581 Giant Food and Stop & Shop stores around the country.
The company basically acts as a retailer which is only selling products through the internet and not
through other channels.
Process
For creating the product, HelloFresh collects all the raw ingredients directly from the farms and packages
them in high quality packaging styles. It then delivers to customers with refrigerated boxes that can be
fixed in the refrigerator and customers can consume the delicious meal that includes fresh ingredients
with great recipes. The process of this service can mostly satisfy the customers and as the moment of
truth, only the price factors can make the customers move to the other competitors.
3. Suppliers
HelloFresh provide customers with fresh, high-quality ingredients while purchasing from local suppliers.
We source our produce from some of the finest purveyors in the country - here are a few we’re
particularly proud to work with :
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 Roza's Gourmet
Roza’s Gourmet is a Brisbane based, family run business that lovingly creates an extensive range of
gourmet sauces and dips. Our range of gluten free dips and sauces is available in Melbourne, Sydney,
Brisbane and Australia wide.
 Moo Premium Foods
As a proudly Australian family owned company, Moo Premium Foods are passionate about letting their
dedication to quality shine through in our delicious range of dairy products.
 Meredith Dairy
Meredith Dairy is an on-farm family run enterprise, milking sheep and goats year-round to make specialty
cheeses and yoghurts.
HelloFresh loves working with these Australian brands who have artisan production methods and
environmental sustainability at the core of their business.
4. Advertising Plans
HelloFresh deployed the Tableau platform to centralize global performance reporting, saving 10-20 man
hours per day and providing regional sales and marketing teams with real-time data for nimble decision
making. As a result, the HelloFresh marketing team can react to trends in customer behavior and optimize
marketing campaigns on-the-fly, leading to better conversion rates and improved customer loyalty.
HelloFresh regularly carries out online marketing campaigns in all regional markets—including text or
banner advertising on various publisher websites—to convey its messages and attract new customers to
its website. The marketing team also analyzes click behavior from both prospects and existing customers
on the HelloFresh website to identify opportunities to improve conversion rates.
The HelloFresh marketing team segment target groups and present them with relevant advertising and
landing pages. This also affects how content is presented on the HelloFresh website.
5. Objectives and Goals
Mission Statement
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HelloFresh is the leading global provider of fresh food at home. HelloFresh aims to provide each and
every household in its 9 markets with the opportunity to enjoy wholesome home-cooked meals with no
planning, no shopping and no hassle required.
Vision Statement
HelloFresh vision is nothing less than to establish a wholly new and massive category on the grocery
market. We want to give every household the opportunity to enjoy home-cooked meals without the hassle
associated with it.
Values
 Clean & Organic
 Fresh & Nutritious
 Convenient
 Stable Supply
 Trusted & Evident
 Attractive
In addition, we will continue to support local communities and charities through our food donation
programs. Our aim is to reduce packaging across our supply chain and in our recipe boxes as much as
possible whilst balancing the need to maintain freshness and prevent food waste.
SWOT Analysis
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Strength
Weakness

fresh & regional food

adapt to new technology

healthy & fast

high transportation cost

step-by-step recipes created on a weekly

competitors can offer similar products
base

flexible subscription
 revolutionary Supply Chain
Opportunity

development of distribution relationships

affiliate relations with related vendors

focus on specific target

market to be more specific and get new
customers
quickly

limited flexibility in prices
Threat

changes in regulations can impact the
business

increase in price inputs can upward
pricing

new restaurants opening up

other meal-kit delivery companies as
competitors

climate change affecting agricultural
production
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