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Indian food giants shift their rhetoric from taste to health amid backlash against junk Food

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SnackTeam
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nutrition label
(Representative Image)

Weikfield Foods CEO DS Sachdeva voluntarily took a ‘lie detector’ test in a YouTube video last month. When asked by the ‘interrogator’ if Weikfield’s pasta is genuinely as healthy as advertised on the packaging, he confidently responds with a “Yes,” and the machine affirms with a beep.

“We want to dispel the perception that pasta is junk food. We need to tell consumers our pasta actually has iron equivalent to two bowls of spinach,” Sachdeva explained. The campaign on YouTube has garnered approximately two million views.

Weikfield is not the only company in this endeavor. India’s leading packaged foods companies, including Nestle, ITC, Britannia, Hindustan Unilever Ltd (HUL), Parle Products, and Amul, are diligently striving to assure consumers that they are not promoting unhealthy products.

This comes amid a backdrop of consumers pushing back, investor pressure mounting, and social influencers calling out unhealthy foods in India. Recently, a global research group unveiled the details of a survey that further strengthened their argument.

For years, public health officials have been sounding alarms about a rise in non-communicable diseases like diabetes, obesity, and related cardiac issues, attributed to the increasing dependence on junk food. This trend, especially prevalent among the youth, is exacerbated by sedentary lifestyles and a lack of exercise.

Nestle, the producer of Maggi noodles and Kitkat chocolate, is providing a service on its AskNestle platform where consumers can have their body mass index (BMI) measured, and personalized meal plans can be created for them.

“AskNestle imparts nutrition information to consumers in English and Hindi,” a company spokesperson said. The platform includes “growth trackers and insights from nutritionists.” It has thousands of recipes besides articles by nutritionists, according to the spokesperson.

ITC, the manufacturer of Yippee noodles, Master Chef frozen snacks, and Aashirvaad atta, features a “digestive quotient score” for consumers on its HappyTummy microsite.

“A happy tummy is an important step towards making a happy you,” is the cheery message that greets visitors, who are asked to take a two-minute test to “understand their digestion.” The platform has videos, blogs, high-fibre recipes and offers consultations with dieticians, according to the company.

According to a report from the global research group Access to Nutrition Initiative (ATNI) last week, packaged foods companies in India generated 76% of their revenue from unhealthy products in the current year.

In the report, ATNI highlighted that the average healthiness rating of companies’ products was only 1.9 stars out of 5.0. The findings were based on data from 1,900 products across 20 packaged foods companies, including ITC, HUL, Nestle, and PepsiCo. The report emphasized that these companies collectively contribute to approximately 36% of the total sales in India’s processed packaged foods sector.

Executives have mentioned that food manufacturers are changing their communication strategy, shifting the focus from taste to health and fitness. This represents a noticeable shift in approach from just a few years ago.

Britannia, the biscuit and dairy manufacturer, has launched its latest campaign featuring actor Ranveer Singh for the NutriChoice biscuits brand. The campaign emphasizes the concept of “small steps” towards adopting a healthy lifestyle. Chief marketing officer Amit Doshi said, while announcing the campaign, “Fitness is a state of mind. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is.”

Conversely, the dairy brand Amul, under the ownership of the Gujarat Cooperative Milk Marketing Federation (GCMMF), has been rapidly increasing its sponsorship in various sports, including cricket, football, and even the Asian Games.

Several companies have established goals for reducing salt, sugar, and saturated fat, while also increasing fortification, with some aligning with global guidelines. However, health groups argue that much more still needs to be accomplished.

“Ultra-processed foods are leading to a public health crisis. We are urging the government to curb consumption of foods with high sugar, salt and fat content,” said Arun Gupta, convenor of the Nutrition Advocacy in Public Interest (NAPi), which leads a consortium of health groups lobbying the government for strict guidelines under the Food Safety and Standards Authority of India (FSSAI).

Social media influencers have intensified their messaging regarding elevated levels of sugar, salt, and fats in packaged and ultra-processed foods. This pattern gained prominence when influencer Revant Himantsingka discussed the “very high levels of sugar” in a viral video about Mondelez’s health foods drink, Bournvita, this summer, which seemed to strike a chord with Indian consumers.

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As profits skyrocket, Balaji Wafers steps up to big leagues with INR 5,000 Crore sales

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SnackTeam
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Balaji Wafers
Balaji Wafers (Representative Image)

Balaji Wafers, the regional snacking company that attracted attention from multinationals like PepsiCo for a potential acquisition, has successfully surpassed the INR 5,000-crore annual sales mark in the fiscal year ending March 2023.

In the fiscal year 2023, the Rajkot-based company recorded sales totaling INR 5,010 crore, marking a significant 24% increase compared to the INR 4,034 crore reported in the previous year.

Contrastingly, Jubilant Foodworks, the company overseeing Domino’s Pizza, Dunkin’ Donuts, and Popeyes restaurants, reported sales of INR 5,158 crore in the fiscal year 2023. Meanwhile, Nestle’s division specializing in prepared dishes and cooking aids, featuring Maggi noodles, sauces, seasonings, pasta, and cereals, achieved annual sales of INR 5,300 crore. Notably, Balaji, with its focus on potato chips, bhujia, and namkeens, operates primarily in fewer than a dozen states, predominantly in the western regions such as Gujarat, Maharashtra, and Rajasthan. Despite this limited geographic reach, it commands an estimated 65% share of the organized market in these areas.

In FY23, the company experienced a substantial surge in net profit, reaching INR 409 crore, a remarkable increase from the INR 7.2 crore recorded in the preceding year. This impressive growth comes in the wake of unprecedented spikes in costs related to edible oil, logistics, and packaging, which significantly impacted its margins during the prior period.

“Our profits were always in the vicinity of 8-9% of our total sales but the two years of pandemic were an exception when we didn’t hike prices despite key raw materials and logistics costs doubling, wiping out our entire margins,” said Chandubhai Virani who cofounded Balaji with his two brothers Bhikubhai and Kanubhai in 1982.

“In FY23, profit is back to normal as edible prices have nearly halved while other input costs have come down too,” he said. “We also lost senior employees with high salaries to competition in FY22, which reduced our staff cost last year.”

The company, which initially began as a supplier of snacks at a movie theatre four decades ago, has witnessed a remarkable increase in sales of over twofold since the onset of the pandemic. Currently standing as the third-largest player in India’s INR 43,800-crore salty snacks market with a 12% share, it follows Haldiram’s with 21% and PepsiCo with 15%. Notably, as a single brand, Balaji has now outgrown each of PepsiCo’s brands in this sector, surpassing both Lay’s and Kurkure.

“We don’t compete on pricing as our products are significantly cheaper than rivals,” shared Virani, 66, in a Gujarati accent devoid of any polished management rhetoric. “We don’t even have a sales target and just chase demand for high quality and affordable priced products.”

Illustrating this is the fact that Balaji’s ’10 pack of salted potato chips contains 35 grams, while PepsiCo Lay’s provides 23 grams for the identical price.

The Balaji model, which has proven successful thus far, is fundamentally centered around offering products at a 20-30% discount compared to national brands. This strategy ensures consistent volumes through the benefits of economies of scale. The company also exercises tight control over almost every facet of operations, managing a substantial portion of manufacturing in-house across its four factories. Remarkably, the Balaji model thrives with minimal reliance on advertising and promotion.

While most FMCG makers allocate 8-12% of their annual sales to Advertising and Promotion (A&P) expenses, Balaji kept its A&P cost to less than 2% in the last fiscal year, contributing to reduced overheads.

Rivals agree. “The biggest USP of Balaji has been low pricing and in snacking affordability is the biggest factor for consumers who seek value for money,” said Krishnarao Buddha, senior category head – marketing at Parle Products.

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High-end European shoe brand Bugatti makes strides into Western India with new retail store

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SnackTeam
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Bugatti

AstorMueller, the multinational shoe company, has introduced the first retail store for Bugatti, its European shoe brand, in Western India. As conveyed by a company official on social media, the newly established store is situated at Phoenix Mall of the Millennium in Wakad, Pune.

“We are excited to welcome you to our first store in Western India Phoenix Mall of Millennium, Pune. Look forward to seeing you there,” said Sandip Kanti Baksi, chief operating officer of AstorMueller India, in a LinkedIn post while sharing the images of the new store.

Bugatti stores provide a range of footwear, including boots, heels, sandals, and sneakers. Additionally, they offer fashion accessories, backpacks, belts, wallets, and various shoe care accessories.

In June 2023, AstorMueller introduced Bugatti to the Indian market. Presently, Bugatti has established five stores across the country, located in Hyderabad, New Delhi, Gurgaon, Pune, and Indore.

Founded in Germany in 1928, AstorMueller has evolved into one of Europe’s leading footwear companies, operating in 38 countries globally. The company boasts ownership of prominent brands like Bagatt, a lifestyle brand, and Elwin, a sustainable shoe brand. Additionally, AstorMueller holds exclusive licenses for renowned shoe brands such as Bugatti and Daniel Hechter.

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New York-based Foot Locker partners with Metro Brands, Nykaa Fashion to tap Indian sneaker market

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SnackTeam
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Foot Locker
Foot Locker

On Wednesday, Foot Locker announced the establishment of a long-term licensing agreement with Metro Brands Limited (MBL) and Nykaa Fashion.

“This partnership will offer the most comprehensive selection of global sportswear and footwear to sneaker fans in India,” said the New York-based speciality athletic retailer in a statement.

As per a report, the sneaker segment in India is expected to achieve a volume of 66 million pairs by 2028. This sector is undergoing substantial growth, driven by consumers’ interest in distinctive designs that fuse traditional Indian elements with contemporary trends.

As per the agreements’ stipulations, MBL is given exclusive privileges to manage and own Foot Locker stores in India, along with the authority to vend authorized merchandise within these stores. Nykaa Fashion, on the other hand, will act as the exclusive e-commerce collaborator, overseeing the operation of Foot Locker’s India website and retailing authorized merchandise through a dedicated Foot Locker branded shop on Nykaa’s existing eCommerce platforms.

“The passion for sneakers in this market is tremendous, and we believe that with the combined omni-channel strength of our partners, we are uniquely positioned to appeal to the rapidly growing Indian market. Combining a strong understanding of the Indian consumer with Metro Brand’s extensive and well-established store operational excellence and Nykaa Fashion’s leading digital capabilities will allow us to bring the full Foot Locker experience and truly win over the hearts and minds of local sneakerheads,” said Mary Dillon, President and CEO at Foot Locker.

“The partnership help us pave the way in revolutionizing the sneaker market, enhancing the retail experience, and meeting dynamic needs of our customers,” said Nissan Joseph, CEO, Metro Brands.

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Chaayos brews success: Operating revenue surges by 77% to INR 239 Crores in FY23, marking robust growth

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SnackTeam
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Chaayos

Chaayos, the Delhi NCR-based tea-cafe chain, witnessed a remarkable surge in its operating revenue. In FY23, the figures soared by 77%, reaching INR 239 Crores, a substantial increase from the INR 135 Crores reported in FY22.

Factoring in additional income, the startup achieved a total revenue of INR 253.4 Crores in FY23, marking an 81% rise compared to the INR 140.1 Crores reported in FY22.

Established in 2012 by Nitin Saluja and Raghav Verma, Chaayos specializes in the sale of tea and food items. In addition to its proprietary cafes, the startup utilizes online marketplaces as a channel to distribute its products.

Experiencing a 34% surge in its net loss for the fiscal year concluding on March 31, 2023, the startup recorded a net loss of INR 96 Crores, up from INR 71 Crores in FY22, primarily attributed to increased cash burn.

In FY23, the startup witnessed a 65% rise in its total expenditure, reaching INR 348.9 Crores, as compared to the INR 211.4 Crores reported in the preceding fiscal year.

The tea-cafe chain allocated INR 86.4 Cr for raw material procurement in FY23, reflecting a 62% increase from the INR 53.2 Cr spent in FY22. This category of expenses constituted 25% of Chaayos’ overall costs in FY23.

Operating a nationwide cafe chain necessitates a substantial workforce, evident in the startup’s comprehensive employee costs. Employee benefit expenditures surged by 53%, reaching INR 77.7 Crores in FY23, compared to INR 51 Crores in the preceding fiscal year.

Operating a network of more than 200 cafe outlets, Chaayos experienced a significant 63% increase in rent costs, rising to INR 46 Crores in FY23 from INR 28.3 Crores in the preceding year. It is noteworthy that the startup’s cafes are predominantly situated in prime locations within metro cities, where commercial space rents tend to be higher.

Since its establishment, Chaayos has secured approximately $85 million through various funding rounds, boasting notable backers such as Tiger Global, Alpha Wave, and Elevation Capital. The latest injection of funds occurred in its Series C funding round, where Chaayos raised $53 million.

The startup competes directly with counterparts like Chaipoint, Chai Sutta Bar, and MBA Chaiwala. Furthermore, it engages in indirect competition with coffee chains like The Third Wave Coffee, Blue Tokai, and Starbucks.

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Alipay exits Zomato with INR 3,336.7 Cr stake sale; Morgan Stanley, Birla Mutual Fund among key buyers in block deals

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SnackTeam
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Alipay, the Chinese payments group, divested its complete 3.44% share in the prominent food tech company Zomato through various block deals on Wednesday, amounting to a total of INR 3,336.7 Cr.

As of September 30, 2023, Alipay possessed 29.6 crore shares in Zomato, and the complete stake was divested yesterday, according to BSE data.

According to reports, Alipay was projected to divest its stake at INR 111.28 per share. Nevertheless, the transaction was completed at INR 112.7 per share on the BSE yesterday.

The Chinese firm withdrew from Zomato, securing a profit of over $40 million, a significant increase from its initial investment of $360 million in the Indian foodtech company back in 2018.

Even with Alipay’s divestment, Zomato’s shares demonstrated resilience, attracting interest from various buyers.

Yesterday, Morgan Stanley Asia (Singapore) acquired 4.4 crore shares of Zomato in a bulk deal, with the Government of Singapore purchasing 3.3 crore shares from the offloaded shares. Birla Mutual Fund secured 1.7 crore shares of Zomato, and BofA Securities Europe SA acquired 1.3 crore shares in the company.

Various entities affiliated with Fidelity Investment, Morgan Stanley, and Vanguard were among the purchasers of Alipay’s divested stake in Zomato.

In total, 30.4 crore shares of Zomato were traded yesterday on the BSE.

The company’s shares concluded yesterday’s session with a 2.5% increase, closing at INR 116.7 and once again surpassing its listing price of INR 115.

In November of last year, Alipay sold almost half of its Zomato stake in a bulk deal, amounting to INR 1,631 Cr.

In August of this year, the company divested a 10.3% stake in Paytm, a move that was subsequently acquired by Vijay Shekhar Sharma, the founder, and CEO of the fintech giant.

Zomato’s shares have surged approximately 97% year-to-date, driven by the company’s consecutive profitable quarters in FY24.

Read More: Zomato reports remarkable surge in profit, achieving second consecutive profitable quarter in FY24

Also Read: Zomato turns profitable in Q1 FY24, reports INR 2 Cr consolidated PAT

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Walmart ramps up exports from India to reduce dependence on China

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SnackTeam
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Walmart
Walmart (Representative Image)

Walmart, the worldwide retail powerhouse with ownership of Flipkart and PhonePe, is increasing its export of goods from India. This strategic move aims to diminish reliance on China and foster a more diversified supply chain, especially in light of the ongoing tensions between Washington and Beijing.

According to figures from data firm Import Yeti, Reuters revealed that the percentage of Walmart’s imports in the US from India surged to approximately 25% between January and August this year, a notable increase from the mere 2% reported in 2018. Although China maintained a dominant position, constituting 60% of Walmart’s imports during the specified period, this marked a significant decrease from the 80% reported in 2018.

“We want the best prices. That means I need resiliency in our supply chains. I can’t be reliant on any one supplier or geography for my product because we’re constantly managing things from hurricanes and earthquakes to shortages in raw materials,” the news agency quoted Andrea Albright, Walmart’s executive vice president of sourcing, as saying.

Nevertheless, Walmart clarified that the data does not inherently imply a reduction in reliance on any specific country as a sourcing market. The company emphasized its proactive efforts to enhance manufacturing capacity, with India playing a pivotal role in this strategic initiative.

Albright mentioned that Walmart is shipping a diverse range of goods, including toys, electronics, bicycles, and pharmaceuticals, from India to the United States.

Having initiated sourcing operations in India in 2002, Walmart currently sustains a workforce of 100,000 individuals in the country. This includes both permanent and temporary employees stationed across various offices affiliated with its units, namely Walmart Global Tech India, Flipkart Group, PhonePe, and sourcing operations.

Earlier this year, when discussing the strategic objectives in India for the retail giant, CEO Doug McMillon expressed a commitment to annually importing Indian goods worth $10 billion by 2027. He further emphasized the company’s intention to establish partnerships with suppliers, including small and medium enterprises, as part of this endeavor.

In 2018, the retail giant strengthened its footprint in India by acquiring a 77% stake in the prominent e-commerce player Flipkart for $16 billion. Additionally, during the six months leading up to July 31, 2023, the company invested $3.5 billion to acquire Flipkart shares from non-controlling stakeholders, such as Tiger Global and Accel.

Meanwhile, Amazon, a competitor to Walmart, asserts that it has facilitated exports totaling $8 billion from India to date and is now aiming to elevate this figure to $20 billion.

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Meesho top performing investment in Prosus’ India portfolio for FY24

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SnackTeam
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Meesho
Meesho (Representative Image)

During the first half of the financial year 2023-24 (FY24), Meesho, a prominent player in the e-commerce sector, stood out as the most successful investment in Prosus’ India portfolio. According to Prosus’ semi-annual financial report, Meesho delivered an impressive internal rate of return (IRR) of 32% for the investor.

In the investor’s global startup portfolio, the e-commerce giant took the third spot in terms of performance, trailing only behind Remitly and iFood.

Subsequently, ElasticRun, a domestic B2B ecommerce solutions provider, secured an impressive internal rate of return (IRR) of 31% for the Amsterdam-based investor. Despite nearly doubling its loss to INR 618.82 Cr in FY23, ElasticRun emerged as the second-best performer in Prosus’ Indian portfolio.

Fintech giant PayU India was also among the top performers in the investor’s India portfolio, registering returns exceeding 30%. The investor emphasized in its presentation that PayU showcased significant enhancements in profitability, exhibiting strong growth across both the consolidated payments and fintech verticals.

In the first half of the financial year 2023-24 (H1 FY24), PayU India witnessed a year-on-year (YoY) revenue surge of 32%, reaching $497 million compared to $412 million in H1 FY23. Additionally, the consolidated trading losses showed a notable improvement, decreasing by 72.5% YoY to $22 million during the six-month period, in contrast to $80 million in H1 FY23.

Meanwhile, the educational technology platform Eruditus achieved an internal rate of return (IRR) of 22%, while the food technology decacorn Swiggy recorded an IRR of 7% in the first half of the financial year 2023-24 (H1 FY24).

As of September 2023, Prosus maintained a 32.7% ownership stake in Swiggy. The impressive returns of the food technology giant can be attributed to substantial growth in Gross Merchandise Value (GMV) and a reduction in trading losses. According to the financial statements, GMV experienced a significant 28% year-on-year surge in the first half of the financial year 2023-24 (H1 FY24), while trading losses decreased to $208 million from $321 million in H1 FY23.

“Swiggy’s core food-delivery business grew 17% and delivered GMV of $1.43 Bn in the first six months of the year. This was led by a rise in transacting users that drove double-digit order growth and inflation in AOV. Core food-delivery EBITDA losses in H1 FY24 shrunk 89%, led by improvements in contribution margin and operating leverage…,” added Prosus.

Read More: Swiggy’s food delivery sales soar 17%, hits $1.43 Billion GMV in first half of FY24: Prosus

In the same timeframe, the prominent e-pharmacy player PharmEasy emerged as the most significant underperformer in Prosus’ Indian portfolio, concluding with an internal rate of return (IRR) of -41% in the first half of the financial year 2023-24 (H1 FY24).

Struggling edtech decacorn BYJU’S emerged as another significant underperformer for Prosus, posting an internal rate of return (IRR) of -24% in the first half of the financial year 2023-24 (H1 FY24). The Dutch investor also marked down the valuation of the edtech giant in its records to under $3 billion, reflecting an 85% decline from the previous valuation of $22 billion during its last funding round.

Prosus’ varied results can be attributed largely to the enhanced market sentiment and the renewed emphasis of startups on profitability and sustainability. In total, the investment giant reported an operating loss of $415 million in the first half of the financial year 2023-24 (H1 FY24), compared to $329 million in H1 FY23. A substantial portion of these losses stemmed from the acknowledgment of impairment loss related to investments in the edtech sector.

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Consistency is Key: Nurturing a Cohesive Brand Image Across All Touchpoints

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SnackTeam
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brand image

In the cacophony of today’s crowded market, where every brand strives for attention, the power of a cohesive brand image cannot be overstated. It’s not merely about having a recognizable logo or a catchy tagline; it’s about crafting a narrative that resonates across all touchpoints. From the digital realm to physical spaces, fostering consistency is the secret sauce that transforms a brand from a mere entity into a living, breathing story.

The Visual Symphony:

At the heart of brand consistency lies visual identity. Logos, color schemes, and typography form the visual symphony that should harmonize across websites, social media, packaging, and brick-and-mortar spaces. A customer scrolling through an Instagram feed or strolling down a store aisle should experience a seamless visual journey that reinforces the brand’s personality.

Language: a Lighthouse

Beyond the visual, language serves as a lighthouse guiding the brand through stormy seas of competition. From product descriptions to customer interactions, the tone and voice should be consistent, reflecting the brand’s character. Whether it’s playful banter on social media or formal language in official communications, the chosen tone becomes the heartbeat of the brand’s personality.

Digital Delight:

In the digital era, a brand’s online presence is often the first encounter customers have. Consistency across websites, social media platforms, and email campaigns is paramount. Navigation should be intuitive, colors should echo the established palette, and the overall digital experience should seamlessly extend the brand narrative.

Physical Spaces Speak Volumes:

For brands with physical storefronts, maintaining consistency in the physical realm is equally crucial. The ambiance, signage, and even the scent within a store should align with the brand’s identity. Walking into a brick-and-mortar extension should feel like turning the page of a familiar story, not entering a different narrative altogether.

The Omnichannel Symphony:

As consumers seamlessly transition between online and offline channels, brands must orchestrate an omnichannel symphony. A customer who browses products on a mobile app, visits a physical store, and then interacts on social media should encounter a cohesive experience. This not only fosters brand loyalty but also reinforces the brand image as a whole.

Employee Advocacy:

Consistency isn’t confined to customer-facing elements; it extends to internal practices. Employees, as brand ambassadors, should embody the brand ethos. Whether it’s in customer service interactions, internal communications, or even personal social media activity, employees contribute to the collective voice and image of the brand.

Adaptability without Compromise:

While consistency is crucial, it’s not synonymous with stagnation. A brand should evolve with the times, but this evolution should be a deliberate progression, not a disjointed leap. Whether incorporating new design elements or adapting the brand voice to contemporary trends, the key is to embrace change without compromising the established identity.

The Bottom Line:

In the labyrinth of consumer choices, a consistent brand image serves as a guiding light for customers. It builds trust, fosters loyalty, and transforms a brand from a mere commodity into a part of a customer’s lifestyle. From the visual elements that catch the eye to the language that captures the heart, nurturing a cohesive brand image across all touchpoints is the key to standing out in a world where consistency is not just valued but expected. As brands navigate the ever-shifting landscape, the ones that master the art of maintaining consistency while evolving will find themselves not just surviving but thriving in the hearts and minds of consumers.

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Ordering Innovation: How to Deliver Exceptional Mobile Experiences in Food Brands

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SnackTeam
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Mobile-Centric Strategy

Innovation and mobile experiences come together to create a winning combination in the fast-paced world of food brands. Mobile provides food brands with a platform to create experiences that extend beyond simple nourishment, from ordering while on the go to immersive applications that reimagine convenience. We’ll look at the components of great mobile experiences in this investigation, taking food brands from being just suppliers of food to being leaders in the digital space.

The cornerstone of a remarkable mobile experience for food brands lies in the ease of ordering. Intuitive interfaces that seamlessly guide users through menus, customization options, and checkout processes are not just convenient but crucial. The goal is to make the journey from craving to consumption a delightful one, with minimal friction and maximum satisfaction.

Personalization Palate:

With this picky Genz world, food brands can’t afford a one-size-fits-all approach. 

Mobile experiences that allow users to customize their orders based on preferences, dietary restrictions, and previous choices elevate the dining experience. From extra cheese to gluten-free options, a personalized palate enhances customer satisfaction and fosters a sense of connection between the brand and the consumer.

Mobile apps provide the perfect canvas for sizzling loyalty programs. From punch cards gone digital to tiered reward systems, innovative loyalty programs not only encourage repeat business but also cultivate a loyal customer base. The key is to offer rewards that align with customer preferences, turning mundane transactions into exciting opportunities for bonuses and discounts.

Visual Feast:

They say we eat with our eyes first, and in the digital realm, this rings truer than ever. Food brands must curate a visual feast within their mobile apps, tantalizing users with high-quality images and engaging visuals. From vibrant menu displays to mouth-watering animations, the visual appeal extends the dining experience beyond taste buds, creating anticipation and excitement.

Since the technological frame is constantly evolving, and food brands that seamlessly integrate with emerging technologies stay ahead of the curve. From augmented reality (AR) that allows users to visualize menu items in their own space to voice-activated ordering for hands-free convenience, embracing technological trends enhances the overall mobile experience.

Further, the anticipation of a delicious meal reaches its peak when users can track their orders in real-time. Mobile experiences that offer transparent and real-time order tracking not only reduce anxiety but also add an element of excitement. Watching a pizza progress from preparation to delivery transforms waiting time into a dynamic and engaging experience.

Social Integration for Flavorful Sharing:

Food is inherently social, and mobile experiences should reflect this communal aspect. Integrating social sharing features within the app allows users to showcase their culinary adventures. From sharing personalized orders on social media to inviting friends to join in a virtual feast, social integration amplifies the brand’s reach and fosters a sense of community. 

Exceptional mobile experiences aren’t static; they evolve based on user feedback. Food brands should implement robust feedback mechanisms within their apps, encouraging users to share their thoughts on the ordering process, delivery experience, and the quality of the food. This real-time feedback loop becomes a valuable tool for continuous improvement and refinement.

The Bottom Line:

In the competitive landscape of food brands, the mobile experience has emerged as a powerful differentiator. Crafting exceptional experiences involves a delicate blend of intuitive interfaces, personalization, loyalty programs, visual appeal, and integration with emerging technologies. As food brands embark on this digital journey, those that master the art of delivering delightful, seamless, and innovative mobile experiences will find themselves not just satisfying appetites but creating a lasting imprint in the hearts and smartphones of consumers. In the realm where innovation meets hunger, the recipe for success is written in lines of code, infused with a dash of creativity, and served on the ever-evolving plate of mobile experiences.

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