4. EAT BETTER 4
MUNCHERY OVERVIEW
Munchery Inc. is an online
marketplace for consumers to
purchase meals directly from local
and professional chefs. It was
founded in 2010 by a couple of
busy fathers, Tri Tran and Conrad
Chu and is based in San Francisco,
California.
5. EAT BETTER 5
MUNCHERY IS âŚ
New menus daily. Fresh options each night.
Order from diverse daily menus, with options for all kinds of eaters, and get
it delivered that night.
Handmade. By the best chefs in town.
Crafted from scratch each day.
The finest ingredients. No shortcuts
Your better dinners start with the best ingredients â local, organic &
sustainable whenever possible.
Same-day delivery. By pros at being prompt.
Order that day, or days ahead of time, and schedule delivery to your home
or office each night.
Order Dinner, Give a Dinner
For every order, Munchery provide a meal for someone in need by
donating to the SF & Marin Food Bank
Fastdinners.Forbusyfolks.
7. Goals
â˘Create brand
awareness via
growing Instagram
followers to +1,500.
â˘Grow Twitter
followers to +5,500
Brand
Awareness
⢠Increase orders &
reorders
⢠Increase Monthly
Account Activations
⢠Increased website
traffic
⢠Increase membership
via boosted Facebook
posts and tweets
Lead
Generation
⢠Create an engaged
community
⢠Gauge Interest for
New Markets /
Services
⢠Increase blog
frequency (1-2/month)
on their website
Community
Building
⢠Increase
communication via
twitter
⢠Maintain 4.5-5/5
star rating on
Facebook
Customer
Service
EAT BETTER 7
10. Content Matrix
EAT BETTER 10
Company
News
Customer
Stories
Promotions Lifestyle
Customer
Service
Events
Low High Mod High High Mod
Low Mod Mod High High High
High Low Low Low Low Mod
Low High Mod High High Mod
Low High Mod High Low Low
Blog High Low Mod Mod Low Low
Email Mod Low High Low Low Mod
11. Facebook
â˘Discounts/Promot
ions
â˘Daily Specials
â˘Feedback and
Engagement with
customers
â˘Content from
other channels
Twitter
â˘Deals and
Promotions
â˘New Dishes
â˘Company News
â˘Upcoming Events
LinkedIn
â˘Recruitment for
new chefs
â˘Working at
Munchery
â˘Entrepreneurship
â˘Content for busy
professionals
Instagram
â˘Pictures of meals
â˘Behind the scene
â˘Customer photos
Platforms
11
Pinterest
â˘Recipes
â˘Chef Spotlights
â˘Healthy living
snapshots
â˘Behind the scene
Blogs
â˘Feature of Chefs &
Benefits
â˘Information about
the company
(successes, growth,
culture)
â˘Customer stories
â˘News
â˘Meals & Recipes
Emails
â˘News
â˘Chef & Customer
Stories
â˘Meals & Recipes
â˘Promotion
Website
â˘Information about
the company
â˘Sign up for
discounts, emails
& newsletters
â˘Customer support:
Contact
information & FAQ
12. Content Calendar
EAT BETTER 12
Platform /
Target Aud
Chef
Professionals
Singles/Couples
WED: Check out this
talk on the farm-to-
table delivery
movement!
http://link.com
FRI: Before the
weekend, hereâs our
article on the
benefits of less
processed food!
http://blog.com
MON: Tech + Lunch,
two things weâre
passionate about
http://munchery/co
m/jobs
Singles/Couples
Moms
Women
MON: We love the
way our specials look
this week! (PHOTOS
OF SPECIAL MEALS)
WED: We feed your
pain! No type:
launching a startup
when you have a
family with kids
http://blog/muncher
y.com/2012/05
THURS: Kids LOVE
our Fresh Organic
Vegetables with
Hummus (PICTURE
OF MEAL)
Singles/Couples
Professionals
THURS: FREE
Munchery Delivery
for Tomorrow Only!
Use Code:
FREEDELIVER09
TUES: Health, Stress,
and Food! The
connection that
wonât surprise you.
http://blog.blogging.
com
FRI: Got a busy day?
We can get you a
fresh organic meal
with no hassle
(PHOTO OF ITALIAN
SAUSAGE WITH
FARFALLE)
Entrepreneurs
Professionals
Chefs
MON: No Dinner
plan? Try Chef
Urbanâs Juniper
Crusted Salmon:
bit.ly/s4lm0n
TUES: We used social
media to do help our
start-up business,
how do you use it?
(PHOTO OF DELIVERY
PERSON WITH FOOD)
THURS: Theyâre
doing what they love
most â cooking
http://blog.muncher
y.com/2012/06/
Weekly Example
14. People: who is our target audience
EAT BETTER 14
Chefs
Busy Professionals
Entrepreneurs
Couples
Moms
15. 15 EAT BETTER
People: why did we select them?
Busy Professionals
â˘Delivery to office
â˘Convenience (easy to order)
â˘Fresh, healthy, good food
Couples
â˘Impress partner with fancy food
â˘Convenient and cost effective
â˘Healthy eating (locally sourced/organic)
Entrepreneurs
â˘Delivery to office/home
â˘Cost effective and healthy
â˘Share similar company vision
Chefs
â˘Be their own boss
â˘Make more money
â˘Work during day-time
Moms
â˘Convenience
â˘Healthy Eating
â˘Cost-Effective
16. Chef
EAT BETTER 16
Name: Josh McCooker
Occupation: Executive Chef
Josh is a professional chef with a passion for cooking. His specialty is elegant southern cooking
and Mexican Flair
17. EAT BETTER 17
Unicorns Wanted!
Who we're looking for:
Unicorns: rare, amazing individuals
that are believed not to exist in this
world.
Munchery, the
place to hang
your hat!
21. Busy Mom
EAT BETTER 21
Name: Sharon McMom
Occupation: Stay at Home Mom
Kids: Thomas (18 mos.) and Anna (4 yrs)
Age: 33 â 45
Characteristics: Heath Conscious (Eats Organic and Locally Sourced), Cooks Most Meals at
Home, Stay-at-Home Mom or Works Part-Time
25. Busy Professional
Name: Robert McWorkerson
Industry: Finance
Age: 24-38
Characteristics:
Works 50+ Hours a Week, Orders Out for Meals,
Technology Savvy, Organized, Health Conscious
29. Busy Couple
EAT BETTER 29
Name: Rachel and Jeff McCouple
Industry: Director of Global PR for Sephora and Director of Global Media for Intel
Age: Mid-30s
Characteristics: Busy Work and Social Calendar, Technologically Savvy, Foodies
33. EAT BETTER 33
The Entrepreneur
Name: Gabrielle McDesigner
Occupation: Medical Device Regulatory Rep by Day, Aspiring Entrepreneur by Night
Age: late 30âs
Characteristics: Creative, Innovative, Enthusiastic, Health Conscious, Environmentally Conscious
40. EAT BETTER 40
Tools for Measurement
Managing workflow, monitoring and analytics for Muncheryâs social media campaigns
Workflow
â˘HootSuite
â˘TweetDeck
â˘Buffer
â˘Tweriod
Active Listening
â˘Sysomos
â˘Topsy
â˘BrandWatch
â˘SproutSocial
Analytics
â˘Google Analytics
â˘Google Trends
â˘Facebook Insights
â˘SimplyMeasured
41. Munchery: Measurement process
41
Channels/Platform Current Objective
Facebook
15,465 likes, 195 ratings, 153 talking
about and 4.8/5 stars via public reviews
Grow to 50,000 likes, 500 ratings, 500
people talking and maintain 4.5-5/5 stars
Twitter
3,332 tweets, 214 photos/videos, 3,856
followers, and following 638 profiles
Expand to +3,500 tweets, +300
photos/videos, follow +1000,
and grow followers to 5,500
LinkedIn
458 followers, 38 employees on LinkedIn,
last blogs posted 6 months ago
Grow followers to +1,000,
include all chefs on LinkedIn,
have chefâs post monthly blogs
Instagram
513 followers,
15 (!) posts, and following 43. No
new post since September, 2013
Grow followers to +1,500, and
increase posts +100. Recurring
posts 2-5 times/week
Pinterest
385 followers, 101 following, 14 boards,
175 pins, 0 likes
Increase followers to +600, grow pins to
+350, and have +100 likes
Blogs
Consistent blogs as of February
2011 via blogs.munchery.com,
chefs + promotion
Grow blogs to consistent
frequency (1-2/month), include
blogs on e.g. LinkedIn
Website/Emails
In last 30 days: 524,400 site visits,
44,5% bounce rate, 2.79 daily page
views/visitor, 2:28 time on site
Grow website visits to +700,000/
month, 25% bounce rate, 3,5
page views/visitor, +3min on site
42. Conclusion
EAT BETTER 42
We have used social media technologies and strategies to actively
engage with target customers
We created content samples, which we believe would resonate
with customers online
We established content pillars, provided measurements for
success and created a social media calendar showing frequency of
content distribution
We organized the Munchery team, and decided on what
technology to use to reach set goals
Company News: founders experience, Day in the Life
Customer Stories: RT, Repost, Share, User cases
Promotions: Deals, Referrals
Lifestyle: Convenience, Health, eco-friendly, recipes, meals
Customer Support
Events: food fairs, new items, new menu, new chefs
Act Out Use case
Busy professional at work in a meeting. Itâs 6PM and who knows when the meeting will end. Robert McWorkerson goes on his iPhone Munchery app, browses through healthy dinner options and selects an his home address for delivery. Robert gets home and shortly after Robert receives a similar bag as this and has a full meal ready to eat. Simple, affordable, and very efficient use of time for a busy professional who doesnât have the luxury of extra time to cook healthy meals.
Platforms
-Post prior to eating times (lunch and dinner) to have your message top of mind for busy professional who are either leaving work or will be leaving relatively soon We want to be top of mind when people are thinking of ordering food while communicating the value add weâre providing to busy professionals.
-Twitter â Send a concise message to large US population who skews younger and who are more likely to work longer hours at work. Provide them relevant information about Munchery that is actionable â Free delivery, half off your lunch order today
-Instagram â Allows us a platform to visually tell the Munchery story to business professionals. Munchery creates food thatâs creative and unique that can be difficult to describe in words â pictures allow us to present our offering in a visually appealing way to hungry customers â especially those after a long days work
-Facebook â Facebook allows Munchery to create a space for our users to engage with our brand with the largest reach and provide targeted messaging to users who meet specific characteristics. This will help Munchery tell our story to the right people at the right time â such as users who might work in consulting and travel, knowing this we can target an ad with a dinner deal when the user is likely to check their FB account. This is relevant messaging to a targeted audience based on user indicated preferences.
Jeff is an active user on Twitter, and discovered The Munchery from a tweet by his co-worker Ike Kwon. He immediately checked out the Twitter profile and found beautiful photographs of delicious-looking meals. He showed his wife Rachel the Tweet and this prompted Rachel to Google The Munchery.
As an aspiring entrepreneur, Gabrielle has subscribed to several blog sites of new start ups and entrepreneurs to get tips on how to get started with her business idea. Lucky for Gabrielle, she found the Munchery blog and started following them on Medium.
Source: https://medium.com/startup-storytelling/2f170eab933b
Source: https://medium.com/design-build-sell
After working long hours, thereâs scarcely time to cook, not to mention shop for food. Somehow she finds time to work on new ideas for her business. Gabrielle finds just the right fuel at Munchery to keep her creative ideas flowing.
Inspired by the Munchery story and their values of using fresh local organic ingredients, in addition to eco-friendly containers, Gabrielle follows all things Munchery. She often uses the app to order meals when she works late. Once her business gets off the ground, there will probably more late nights and more Munchery.
After a quick Google search and finding a $10 off coupon, Gabrielle ordered this organic lasagna dish made with fresh seasonal tomatoes. Later that night, while pinning design ideas on Pinterest, she pinned her dinner too!