Food For You is a food retail concept based in Monterrey, Mexico. It is known for its meal plans oriented to people wanting to engage in diet challenges. Their value promise is to deliver healthy food in a convenient and fast way, nevertheless, their initial success in the market was not as expected due to the complex communication of their concept.
Our main goal was to create a holistic healthy experience that went beyond the food. We noticed that the people that already were going to Food For You were not only interested in eating healthier, but also in changing their lifestyles. The fact that they were engaging in a 20-day meal challenge helped us understand their willingness to improve their eating habits.
Our specific objectives were:
The vision for this project was to offer a meaningful experience that would deliver positive changes on the customer’s life, converting Food For you into a social magnet of the healthy lifestyle generation.
Foodlosofia conducted fieldwork and contextual research with customers and the restaurant staff. Through consumer journeys and qualitative interviews, we identified key insights that guided our process. We designed a new experience for each type of customers that included not only their food selection, but activities and information that complemented their healthy choices
After understanding the context, we decided to restructure the way food was sold. Before, meals were placed in the breakfast, lunch, and dinner category. Our team discovered that this segmentation was not followed by the customer. As a result, customers were mixing all the categories in function of their preferences and needs.
Therefore, Foodlosofia created a new segmentation based on the physical and emotional needs throughout the day. The new segmentation of food was based on (1) Love, (2) Fresh, and (3) Good Energy.
The Love category was composed by meals that provided a comfortable and emotional feeling using ingredients from classic Mexican home style meals.
The Fresh category included recipes with fresh and raw ingredients. This segment was chosen by people who want a light and nourishing meal.
The Good Energy category involved ingredients known by their high content of protein and fiber, acting as boosters for the body.
From this concept we designed a new brand strategy, a menu based on the preview segmentation, a full redesign of the restaurant space, and finally, we structured a communication campaign to relaunch the new concept, gaining new customers and reaffirming the current ones.