Doorstep Chef Brand Launch
Quick View
- Developed strategic business/marketing plan
- Designed and created complex e-commerce website
- Implemented fully-integrated social marketing plan
Background
Doorstep Chef is a brand new business based on an age-old problem: how do you feed your family a great, fresh meal and still find time to get to all the other things your family is up to? Soccer practice, work, homework, and just keeping up with a modern family can fill the day up quick. Enter Doorstep Chef.
Five nights a week, Doorstep Chef will deliver all the ingredients for a fresh, home cooked meal right to your door in a temperature controlled bag that will keep all the goodness fresh for hours, until you come home. In the bag is everything you need to create everything from Mamma’s Lasagna to Maryland Crab cakes. And this isn’t frozen. Everything is prepared and packaged that morning, so it’s as fresh as if you did the shopping yourself.
How We Helped
Brand Story and Management
Our brand and strategy team developed the name, brand position and touch points for this fledgling brand. Working with the owners of the business as well as a committee of community members who helped to steer the message, we crafted a brand that was instantly recognizable and understood. Our creative services team developed the brand mark and supporting collateral, including wraps for the area delivery trucks that we so instantly well loved that Facebook fans named it The Rolling Spoon.
eCommerce Web Site
Customers visit DoorstepChef.com and browse menus by category (entree, dessert, salads, etc) or by day of the week. Packages are available as well as everything from bread to cheesecake and chicken fingers for the kids. An easy and intuitive checkout process includes account creation and log in allowing regular customers to save multiple credit cards and addresses to make reordering a breeze. An Ajax-based shopping cart and checkout flow make reviewing and adding to orders simple. Simply, friendly icons around the site offer time and difficulty information at a glance. A family style, craft design feels familiar to the suburban female demographic and emphasizes the idea that less time making dinner means more time eating dinner with your family.
Social Media and Editorial Content
Starting local was key for this family-friendly business. Facebook advertising coupled with a regular outbound messaging strategy helped to grow the Facebook fan base by 25% a week for the first four weeks. Bolstering the Doorstep Chef social media strategy was a regular pulse of content written in the voice of Judy, the owner’s wife and fellow busy mom. Her blog not only reminded her readers about Doorstep Chef, but gave them a person whom they could relate too and laugh with.
Results
In the first four weeks of operation, Doorstep Chef’s customers became immediate repeaters, oftentimes ordering 4 to 5 times per week. The average Doorstep Chef customer uses this fantastic service not once in a while, but as a viable alternative to cooking and fast food every night of the week. Activity on Facebook did as much to drive expansion as it did traffic within the delivery area. Regular comments on the Doorstep Chef Facebook wall include “When are you coming to my area?” and “I’ve got 5 families who will order from you when you start to deliver here!”