What is MealPal?

Competitive Analysis

- Top competitor - Delivery - Delivery

- 234,700 deliveries - Order any time - Order any time
daily - Alcohol delivery - Limited Options
- Order any time - Moderate Variety compared to other
- Big Variety competitors
- Delivery Minimums

*Local restaurants
with lunch specials
 HIGH
Perceptual Map VARIETY

LOW HIGH
COST COST

LOW
VARIETY
 Strengths Weaknesses Opportunities Threats

- Ability to roll over - Website - First in the market - Phone issues

meals - QR code timeout - Don’t have to deal (cracked screen, QR
- Personalization - Switching time with paying at the timeout,
features reservation restaurant/ prepaid malfunctioning
- Skip the line, get it - Unavailable on camera)
on your own time holidays - Kitchen closing
- Limited restaurant times
and meal options - Less than ideal
weather keeping
people from being
able to pick up
orders
- Don’t offer
breakfast
- No differentiating
brand colors
Target Audience
- Primarily men, some women
- Ages 21-45
- Younger: Money
- Older: Time
- Urban work and life
- Middle to Upper income level
- $50,000-150,000/year
- Business-people
These people…
- Don’t waste the time they have
- Work a lot
- Enjoy options but don’t need too
many
- Good with technology
- Respond to convenience
 Mark is a businessman at a large office in
Persona the Chicago loop. He spends a lot of his
time in meetings or clicking around on his
computer, but he always gets out of work
at a stiff 5 (okay, sometimes 6) o’clock.
When he gets out he either goes to the
gym or runs to the grocery store to find a
quick and easy dinner for the couple hours
he gets alone to watch Mad Men before he
heads to sleep. His job means a lot to him
and he loves it, but he also loves the
moments he gets to step away from his
desk to grab lunch--always a topic of
conversation in his office. With little time
to spare, he finds himself scouring places
online or down the street that don’t have
long lines and expensive prices (on an
empty stomach, nontheless).
Features

- Every meal is approximately $6

- Lunch and Dinner
- Reserve a day in advance
- Skip the Line
- Variety of restaurants, one meal per
- Personalizes suggestions as it gets to know
your preferences
- Rollover up to 12 meals each month
- Email reminders to order for the day
Key Points of Differentiation

Meals are prepared for Ability to roll over your Cost of each meal
pick-up, so it gets you unused meals to the of the day averages
out of the office following month or out to $6
week depending on
length of plan
 “ ”
Benefits
- Decision making is faster and easier
MealPal made a lot more
- Less time consuming (skip the line, sense than the way I'd
order in advance)
- Get what you want in a timely previously ordered lunch
-
manner/based on your schedule
Subscription format allows you to
during a work day, which
prepare without thinking too much often involved leaving
(auto charge)
- Things like this are becoming the office famished and
-
the norm
Rollover hunting out the shortest
- Your money goes farther than
one month
lunch line.
-Zoe Bernard, Business Insider (2018)
Brand Equity, Essence, & Promise

Brand Equity: Convenience,

affordability, and a dash of
experience.

Brand Essence: Satisfying and

Convenient.

Brand Promise: The experience

of trying new things without a
financial burden or time
commitment.
Messaging Statement

Enjoy the best restaurants

around you for a portion of the
price. Order online, skip the line
when you pick up, and enjoy!
Positioning
Statement
For urban-based business-people
ages 21-45 who eat out regularly,
MealPal is the first personalized
meal subscription service in the
food ordering sector. Unlike
expensive food delivery services,
MealPal provides a combination
of convenience, low prices, and
satisfying selection.