Lunchboxx is a food delivery brand that was created by Jessica along with 3 other group members for her Brand Management course. The design as well as portions of the content have been created by Jessica.

1. LUNCH BOXX
JESSICA SCARCELLA | CARTER SMALLEY |
LARKIN BOHANAN | MATT HIRSCH
QUALITY IS
KNOCKING
BRAND MANAGEMENT

2. TABLE OF CONTENTS
Product Category 1
Competition 2
Home Chef
Fresh Direct
Factor 75
Category Opportunities 5
Environment
Promotion
Marketing toward businesses
Target Market 7
Lunchboxx Brand 9
Product Positioning 12
Product Strategy 13
Pricing Strategy 14
Distribution Strategy 15
Promotion Strategy 17
Sources 18
Part 1
Part 2

3. Product Category
The meal-kit and meal delivery service industry is
growing rapidly as other online-based food
companies continue to flourish. By offering rapid
delivery of ingredients and meals straight to schools,
companies, and customer’s doors, meal delivery-
based companies can use convenience and quality
of service as competitive advantages in order to
position themselves ahead of supermarkets and
regular online food marketplaces. The main benefit
companies in the category can offer consumers,
however, is time. Meal delivery service companies
target families and businesspeople who live fast-
paced lives. Although these groups value quality
ingredients and healthy dietary habits, they don’t
always have the time to purchase groceries online or
in a store. The subscription features of these e-
businesses allow consumers to set preferences and
times to automatically receive their meals without
having to re-select products each week. As
conventional shopping continues to evolve and
move towards more virtual shopping activities, there
will be a greater opportunity for the category as a
whole to acquire new clients and generate more
revenue.
1

4. Competition
HomeChef shops for you and plan your meals, allowing you to choose
from a new menu every week. We offer a meal delivery service that
includes all of the fresh ingredients and instructions needed to cook
restaurant quality meals for 2, 4 or 6 people in the comfort of your own
kitchen.
HomeChef Mission
Cook easier, faster, healthier
Background information
HomeChef promises to help busy people who don’t have time for grocery shopping but still want
to make quality meals for themselves. They do this by delivering new recipes and the ingredients
need for those recipes right to people’s doorsteps. The service is subscription-based, and
delivers to consumers in most areas of the Northeast and Midwestern United States. Subscribers
can choose from different meal plans offered by the website based on number of meals, number
of servings, taste preferences, and nutritional requirements.
The company was launched in 2013 by founder and CEO Pat Vihtelic, who “loves to cook but
doesn’t have the time to go food shopping.” HomeChef is headquartered in Chicago, where they
employ some of the best chefs in the country.
HomeChef also stresses the importance of sustainability in their packaging and distribution by
shipping ingredients in boxes that are lined with recycled biodegradable cotton-enhanced textile
fibers, cooling packs that are filled with a non-hazardous, eco-compatible fluid that can be safely
drained, and plastic materials can be recycled wherever plastic is readily recycled.
2

5. Competition
We strive to offer the highest quality food options that provide a point of differentiation. It's not
enough for us to bring you tasty, delicious and fresh choices, we also want to continually deliver
new and unique products.
FreshDirect delivers a 100% satisfaction guarantee with every order, every time. We take pride
in the high quality of our fresh food and packaged goods. If you are dissatisfied with any aspect
of your order, please let us know — we want to make it right.
Goals
FreshDirect prides itself on sourcing the highest quality food and freshest
ingredients available. We believe nutritious, delicious meals and convenient
service allow customers more time to live healthy lives.
Mission
FreshDirect is a one-stop shop for sourcing the best local food from the farm to the table.
Customers go onto their website and order vegetables, prepared foods, meats, fruits, dairy etc.
Products are then packaged and delivered to their door via truck. Fresh Direct’s regional appeal
has caused the brand to grow tremendously over the past few years. FreshDirect New York
City’s top online grocer.
This powerhouse grocer was founded in 1999 by Joe Fedele and Jason Ackerman in New York
City. The company’s unique selling point was their fresh food, competitive pricing and
convenience. The success of this grocer led to newer innovations including same-day delivery
and an application.
According to FreshDirect CEO, “FreshDirect now does 25,000 orders per week.” Customers are
often attracted to try the brand because of it’s promotions including $50 worth of free food with
your first order. However, some of their promotions also hurt them because it affects the number
of customers they are able to retain.
Background Information
3

6. Competition
Better Meals. Better You
Factor 75 prepares and delivers fresh, nutritious meals to your door. We combine
nutrition science and culinary excellence to design dishes that taste amazing, and
give your body and mind the nutrients needed to perform at their peak.
Factor 75 operates on a subscription basis and orders are be made in an automated
recurring basis. Once the consumer's card is charged existing orders cannot be
modified or cancelled.
Factor 75 was created in 2012 and launched in the Chicago area. Now in 2016
Factor 75 has been able to expand its business to a 40 mile radius of the Chicago
area, which gives it the opportunity to operate in suburbs located outside of the
city.
Factor 75's main focus when targeting consumers is health. They believe that 75%
of your fitness comes from what you eat. The company stresses that when you are
fit, you look great, feel amazing and have the energy and focus needed to achieve
all of your goals. Factor 75 shops, preps, cooks, and delivers to the consumer's
door so they are able to experience the benefits of clean eating without the hassle.
Mission
Background Information
4

7. Category
opportunities
Since we are sending packages weekly, there are going to be a considerable
amount of boxes that could be recycled. At Lunchboxx, we believe it is
incredibly important to reuse resources when possible so we can keep our
planet as clean as possible. In order to promote and entice our customers to
recycle/return their packaging, we will offer a five dollar credit onto the next
weeks order for each time the packaging is returned. If the customer returns
the packaging consistently they will also be rewarded. After consistently
returning the packaging for 10 consecutive weeks, we will then give that
customer a free day of food.
At Lunchboxx we are so confident that the customer will fall in love with our
products that we are willing to let them try it before they buy it. When
ordering their first week of meals, we will send them a bonus meal for the
family to try before fully committing to the weekly plan and if the customer
doesn’t like it, they can cancel their plan.
Nowadays when getting a job, there is a lot more focus on the perks that come
with the job than simply just their salary. Health insurance, 401k plans, daycare,
etc. have become increasingly important when people are considering which
job offer they would like to take. As a result, companies are now trying to offer
more benefits to tip the scales in their favor when it comes time for individuals
to choose a job. Often times, lunches provided to employees aren’t
particularly tasty let alone healthy choices. Having well fed workers from
nutritious and healthy lunches could really boost productivity. Why not up the
offer for potential employees and make current employees happy with better
quality and delicious meals given to them.
Environment
Promotion
Marketing toward businesses
5

8. Category
oppotunities
Let’s be honest here... School lunches are usually atrocious from the
elementary through the high school level and even at the college
level. It’s no surprise obesity levels in youth are so high and that kids
don’t know how to eat healthy. Childhood obesity and school lunch
programs are a hot topic nationally as we know they are both serious
issues that need to be addressed. Lunchboxx could be marketed to
schools that want to improve the quality of their lunch program. We
could also create a curriculum that focuses on the educating students
about how to eat healthy. Ideally we would do this with the profits we
generate from selling our food to schools. By doing this we could
show consumers that healthy youth are more important to us than
making profits.
Healthy eating and cooking has become a very important topic
throughout the country. With new studies left and right about new
superfoods and foods that are horrible for your health, it can be hard
to keep up with these new findings. With each weekly package we
can send a lesson on healthy cooking, articles or studies about certain
foods and we can feature the food in those studies each week. This
can offer a fun way for people to learn about what they are tasting for
the first time or to learn something new about a food they have been
eating for years.
Nutrition & Education
6

9. Primary Target Market
P.S. 115 is a K-8 elementary school located in New York City. This school educates
children in the Harlem Area. The school has 2,000 students across all eight grades
and and a strong core curriculum. The school has a comprehensive health
education program that covers nutrition, diet, the human body, sex education and
more. Teachers and administrators are always looking for ways to engage
students beyond listening to lectures and assigning the same projects. P.S. 115
currently has a food deal with Chartwells but is unsatisfied with the quality of their
cafeteria food. The school is always open to providing students with the
opportunity of bringing in outside food programs.
IPG is a multi-media conglomerate with over fifty agencies under their
supervision, they are a global force in the marketing, public relations and
advertising industries. As a media conglomerate, the represent the world’s most
popular brands and celebrities. IPG is always looking for new and innovative way
to gain consumer insights and touchpoints. Engaging with brands is what they do
everyday.
7
P.S. 115 New York City Public
Elementary School
Lunchboxx hopes to rise in popularity through partnerships with local
businesses and schools. These are prime targets will help us reach
ideal consumers and spread the word very quickly. Many public
schools bring in external programming to enhance the educational
experience for students and local businesses are always trying to
connect to consumers.
IPG

10. Secondary Target
Market
Meet Renee & Doug
Meet Layla
Lunchboxx has conducted research to learn more about our target audience and
potential opportunities. Our audience consists of busy adults who work 40+ hour
weeks and may have families to take care of. They view prepared foods and kits
as easy ways to feed themselves and family. Although they would like to be
healthy, sometimes they don’t always have the time to focus on nutrition. We want
to target this audience of busy professionals, parents and young innovators.
Doug is a 42-year old father of two and advertising executive. Doug’s wife, Renee is a 40-year old
high school principal for a neighboring high school in their small town on Long Island. Doug
commutes to New York City everyday as Renee reports to the classroom. They both have
extremely busy schedules and juggle many different jobs. Doug & Renee have two children
named Kate (Age 12) and Levi (Age 8) who are the center of their universe. However, Doug &
Renee’s busy work lives can often get in the way of family time including sit-down meals. Both
parents admit that they’ve dropped that ball teaching their children about importance of living a
healthy lifestyle.
Layla is a 25-year old physician’s assistant. As a high-achieving
professional woman, Layla has a packed schedule and doesn’t always
have a lot of time to prepare meals. Most of her meals are take-out and
delivery. Layla’s made a goal to look for healthier options because she’s
admitted that her busy lifestyle gets in the way of her healthy lifestyle.
Layla makes time to work out twice a week and is an avid fan of spin. Her
friends often come to her for workout tips and health advice because of
her medical background. Layla’s lives by the mantra “Always on-call!”
8

11. The LunchBoxx
Brand
Lunchboxx is targeted specifically toward schools and businesses that
are in need of lunch during the work or school day. This, among other
competitive advantages, sets us apart from potential competitors.
The name has been chosen simply because it is exactly what we want
our consumers to know; we provide prepared lunches to make bringing
lunch to work or school much easier. By naming it Lunchboxx, little effort
is required to learn what we provide.
By taking advantage of opportunities that are in the market we will stand
out from our competition. For example, as mentioned above, we will be
implementing recycling incentives in order to retain corporate social
responsibility and differentiate ourselves.
We chose to go with softer green shades to represent and keep the idea
of environmental awareness in the consumers mind.
The slogan "Quality is knocking" refers to the fact that we are able to
bring quality lunches straight to your home, school, or business. It is cute
and catchy, which is perfect for making it kid friendly all the way to the
business level.
9

12. The LunchBoxx
Brand
LOGO VARIATIONS
FONTS
RALEWAY
This font is to be used for subheads. It can be used in a variation of
either all caps or small caps. This font is not to be used for the logo itself.
Julius Sans one
This font is to be used for the logo or headings that may take the place of
the logo on promotional materials in some instances.
LUNCH BOXX
LUNCHBOXX
QUALITY IS
KNOCKING
SLOGAN
YELLOWTAIL
Yellowtail will only be used for the slogan.
10

13. The LunchBoxx Brand
BRANDED PACKAGING
GREY
DARK GREENLIGHT GREEN
COLORS
#bfeb9d
R: 191
G: 235
B: 157
#d8ffbf
R: 216
G: 255
B: 191
#cfcfcf
R: 207
G: 207
B: 207
11

14. Product Positioning
At Lunchboxx we believe eating fresh, nutritious meals should be an
essential aspect of any active lifestyle. Eating healthy should be an
educational, fun and delicious experience that is available to everyone.
Lunchboxx not only delivers fresh, locally sourced ready-to-eat meals to
your home, but also aims to educate families and students about proper
nutrition.
Lunchboxx will position itself as a brand that offers healthy, locally-sourced
products that can be consumed with convenience.
This healthy alternative educates consumers on the variety of delicious
options that are commonly provided in the grocery store.
We work with the most reputable and socially responsible farmers to
guarantee the highest quality of natural products.
Unlike some of our competitors, Lunchboxx will provide consumers with
reusable containers that can be sent back to the company at no cost to the
consumer.
For every container sent back we will credit the consumer’s account.
Lunchboxx not only prides itself on offering meals that are healthy and
made fresh, but also easily portable and perfect for on-the-go lifestyles.
Many products can be prepared in just minutes, while others are ready-to-
eat immediately.
12
Healthy
Locally-Sourced
Sustainable
Concenient

15. Product Strategy
Lunchboxx consists of locally sourced, ready-to-eat meals that are delivered
weekly to your door. Consumers will receive an insulated plastic box full of the
meals they ordered which will stay fresh until the next order comes the
following week. These meals can also be frozen to extend the amount of time
they stay fresh. These packages will include some educational information
about the featured food of the week which will highlight the nutritional value, its
origin and uses, and a few simple recipes that customers can try on their own.
We will offer gluten free options for consumers who are not able eat the typical
options. A vegan option will be available for order each week for those who are
vegan and those who are trying to eat a little bit healthier. We will try to cater to
as many of our customers’ needs as possible. If they have any health concerns
we will do our best to make sure they are addressed.
Predetermined Packages and Custom Premade Packages -
We can also start offering predetermined packages that act as more of a
surprise when they are received in the mail. These will be even more
convenient because we will pick the meals for them each week rather than
consumers having to. These packages can include focuses on different ethnic
foods, different diets, allergies, etc. For example: someone who is allergic to
nuts, is vegetarian and likes asian cuisine could emphasize a focus on these
aspects and we can then send them meals that most closely relate while
making sure their food doesn’t contain meat or nuts.
Meal of the Week:
We will start to have featured meals of the week and featured ingredients of
the week so customers are encouraged to try new foods and ingredients.
These featured meals will also come with informational readings about the
origin, uses, history, and nutritional information about the featured item.
13

16. Pricing Strategy
In order to better understand our category and our target
audience’s perception of value towards freshly-prepared delivery
meals, we chose to look at our three main competitors and the
prices that they have placed on some of their products. HomeChef,
for example, offers all of its meals for $9.95 per serving with a
subscription option for easier purchases. Factor75, on the other
hand, lists products by type of meal, such as entrees, snacks and
desserts, and offers them separately for varying prices. Consumers
can choose from a rotating weekly menu of food options.
FreshDirect works a little differently. It operates more like an online
grocery store, pricing individual products from all different
categories at different rates--with sales for poorly selling products
and markups on limited edition or holiday-oriented products.
Lunchboxx positions itself as a goodwill brand, practicing
sustainable business and engaging in socially responsible activities
within its local community. Additionally, Lunchboxx’s promise of
freshly-prepared meals with locally-sourced ingredients ensures
that our products will have high quality in addition to convenience.
For these reasons, Lunchboxx will price its menu items at slightly
higher rates than those of its competitors in order to maintain a
premium perception amongst its target audience. However,
Lunchboxx will offer other options to give consumers more value
for their purchases, such as subscription plans for institutions like
schools and family bundles. This will give our target audience
increasingly better pricing options as they continue to patron our
brand’s products.
14

17. Distribution Strategy
The purchasing platforms that are used within the prepared meals
industry today are mostly online and mobile applications. We believe
that these are the most effective channels that can be used to reach
our target market.
Mobile Application: Compatible with iOS and Android on tablets and
smart phones.
Easy to use mobile application provides you with options of what you
want your meal to be and allows full customization from the packing
of the product to the ingredients themselves.
Making slight improvements to online applications and allowing the
purchase of our product over the phone will add benefits for our
older consumers.
Since we are targeting an older generation we believe it will be
beneficial to offer the option of speaking with customer service so
they are able to order the product over the phone.
When we are working with larger organizations we will also offer our
services in the form of a contract which can be created online, over
the phone, or on our mobile application.
15

18. Distribution Strategy
Mobile Application Example
16

19. Promotion Strategy
Lunchboxx will focus on spreading awareness through a variety of promotions
targeted towards our key audiences. Between creating weekly meals, developing
educational programs, recycling our boxes and generating user-friendly codes, we
believe we have hit major consumer touchpoints. These promotions will show
consumers that we value their loyalty and commitment to healthy living.
When customers sign up for Lunchboxx, they will receive a personalized code to
send to extended family and friends. When a new member signs up using
someone’s code, they will receive their first meal for free and the person who owns
the code will receive a free meal as well. This is a great way to spread the word
about our brand by generating positive word-of-mouth.
It can be proven that people who are introduced to healthy foods early in their lives
are more likely to incorporate these foods into their diets. As a socially responsible
organization, we aim to do our part in local communities by providing educational
classes that promote healthy lifestyles. We will go around to elementary/middle
schools in a truck and set up our own mini-farmer’s markets with samples of fresh
food. Students will sample the foods, learn about their nutrient contents and mix
foods to create a fun meal. Also, we will provide free Lunchboxxes for students to
enjoy during their lunch periods. Each student will be sent home with a coupon to
try a free family meal. Our commitment to health and convenience is our number
one promise to consumers.
Lunchboxxes will be delivered in biodegradable and recycled cardboard. Boxes can
be easily and quickly assembled by connecting several flaps. Once customers finish
using their Lunchboxxes, we will encourage them to break down the boxes and
save them. After they have compiled ten boxes and sent them to our main facility,
they will receive their next meal for free. This recycling program will demonstrate
the brand’s strong belief in sustainability and corporate responsibility.
17
Lunchboxx Codes
Lunchboxx-to-Lunchbox
Recycling Program

20. Sources
https://www.homechef.com
http://www.chicagotribune.com/bluesky/originals/ct-home-
chef-pat-vihtelic-bsi-20150625-story.html
https://www.freshdirect.com/browse.jsp?id=about_overview
http://www.chicagotribune.com/suburbs/barrington/communi
ty/chi-ugc-article-factor-75-a-healthy-meal-delivery-brand-
now-2-2013-08-26-story.html
https://www.factor75.com/
http://www.bloomberg.com/bw/articles/2013-03-
14/freshdirect-vs-dot-peapod-new-yorks-online-food-fight
http://www.bloomberg.com/bw/articles/2013-03-
14/freshdirect-vs-dot-peapod-new-yorks-online-food-fight
https://www.freshdirect.com/browse.jsp?id=about_overview
18