Revolutionising the food delivery market
This September saw a huge step forward in the food delivery market with the launch of Hot2Home™ by Lamb Weston. The Hub was briefed to bring Hot2Home™ to life and introduce the trade to the unique concept that‘s setting a new standard for home delivery fries.
The delivery market is now growing 10 times faster than the total eating out market1 and fries are a firm favourite representing 16% of all delivery orders.2 However, a key issue facing many operators is ensuring that the quality of food on the consumers’ plate at home is just as good as eating in. The temperature and crispiness of traditional takeaway fries deteriorates rapidly after an order leaves the kitchen, so any delay in delivery often leads to cold and soggy fries.
Following months of market research, speaking to both customers and their consumers, category leader Lamb Weston understood the detrimental effect this can have on brand loyalty, including loss of repeat orders and poor reviews on social media. Lamb Weston wanted to ensure that chefs can stay as proud as possible of the dishes they create. Hot2Home™ is the first solution to guarantee that fries stay hot and crispy for up to 20 minutes and are delivered to customers in the best possible condition, no matter what happens on their delivery journey. The two-step approach includes a revolutionary type of fry coating and specially developed packaging.
The press launch took place at Pop Brixton, in the heart of a range of street food start ups targeting the delivery market, with a live takeaway demonstration that allowed attendees to taste Hot2Home™ for themselves. In attendance were journalists from leading industry titles including Casual Dining, Restaurant, Pub & Bar and trade association BFFF, all of whom were keen to see how the new store2door concept will affect the delivery market. Guests were also treated to Baba G’s Bangra Burgers the perfect accompaniment to Lamb Weston’s premium fries!
To bring Hot2Home™ direct to customers, the campaign concluded with an impressive exhibition stand at The Restaurant & Takeaway Innovation Expo - the ultimate marketplace for takeaways and restaurant owners looking to grow their business. The stand concept included a moving carousel to take visitors on the delivery journey from kitchen to table. Congratulations to Lamb Weston, who were also highly commended in this year’s Innovation Awards – demonstrating the market’s positive response to Hot2Home™and requirement to keep the category fresh to meet consumer’s evolving demands. Lamb Weston is now leading the way and raising the bar when it comes to takeaway food…watch this space!
1 NPD Group UK Food Delivery Market 2nd March 2017
2 NPD Group UK Food Delivery Market 19th April 2018