There is an app for that!

Tired of cooking your own meals? Foodery has got you covered. In 2021, this innovative food delivery service officially launched in Brussels, offering a wide variety of restaurants that typically don't offer delivery. Thanks to Foodery, however, you can now enjoy your favorite dishes from these restaurants in the comfort of your own home. With a simple and user-friendly platform, Foodery makes it easy to order and enjoy delicious meals from a diverse range of eateries. Whether you're craving sushi, pizza, or something more exotic, Foodery has something for everyone. Try it out today and discover a whole new world of culinary delights!

When Foodery approached us to assist with the development of their iPhone app, we initially wondered about the competition, such as Uber Eats and other similar services. However, we wanted to have a direct conversation with the client, and we asked them about this question.

They explained that Foodery was not just another delivery service. Unlike its competitors, Foodery hires its own delivery staff, which sets it apart.

Foodery's app allows for more specific orders and communication with the delivery person directly. Customers can cancel or change orders in a way that competitors do not allow, making their service more personalized and flexible. We were impressed with these unique features and were excited to help Foodery develop an app that would showcase their commitment to quality service.

Foodery Frontpage iPhone
Foodery List iPhone

User first

To effectively communicate the unique business model of Foodery to the targeted audience, we knew that we needed to conduct user research. We started by defining the customer journey, from the initial search for food options to the delivery and post-delivery experience. This allowed us to identify key moments in the customer journey and prioritize where we needed to focus our attention.

By understanding the needs and pain points of our target audience, we were able to tailor our messaging to effectively communicate the unique benefits of Foodery's model. This included highlighting the fact that Foodery hires its own delivery staff, allowing for more control over the delivery process and providing more precise updates. We also emphasized the ability for customers to have direct contact with their delivery person and the flexibility to make changes or cancel orders in a way that competitors could not offer.

Overall, our user research allowed us to develop a communication strategy that effectively differentiated Foodery from its competitors and highlighted the unique benefits of their business model.

MBTI-Model research

After defining the customer journey, we realized that we still lacked some insights into the target audience. To address this, we decided to use the MBTI model (Myer-Briggs Type Indicator) through a simple feedback form. This would allow us to identify more clearly the type of customer we wanted to target.

The results of the feedback form were quite interesting. Around 65% of the respondents were categorized as "judging" according to the MBTI model. People who fall into this category are known for their love of planning and dislike for improvisation. However, the food delivery sector is not very tailored towards these types of people. Ordering food online can be perceived as a risk for "judging" types, as they are unsure when the food will arrive and whether it will meet their expectations. To address this, we ensured that the application had plenty of room for customer reviews and provided detailed information about the different menu items. This would allow customers to make informed decisions and feel more confident in their ordering experience.

Foodery impression

Development process

After conducting initial research and gathering insights on the customer journey, we began to focus on the development of the app itself. Our first step was to build out the user flow, analyzing several competitors in the market to determine what was working well for them. We identified three businesses that we felt were particularly successful and studied their processes in detail.

One key observation we made was that most apps simply stopped once the order was placed. We wanted to go beyond this by providing a more comprehensive and engaging user experience. To accomplish this, we introduced features such as direct communication between the user and the delivery staff, as well as GPS tracking that allowed customers to monitor their order in real time. These enhancements provided a more personalized and transparent delivery experience, which was a key differentiator.

Foodery Shopping cart iPhone
Foodery Checkout iPhone

The result

We initially estimated that we would receive between 300-400 orders per month during the first quarter of our launch, based on the size of our launch campaign. However, we were pleasantly surprised to receive 284 orders in the very first month alone, which exceeded our expectations.

Due to the higher than anticipated volume, we received valuable user feedback and identified some bugs that needed to be addressed. We quickly made necessary adjustments to the app to enhance the user experience. Additionally, we collaborated with the client to set up a website that helped us to quickly onboard more employees to handle the increased demand.

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