Most of the book subscription services I have looked at are website based and do not have an app. Therefore, I want to see how other application based subscription services work and analyse their layout, strengths and weaknesses. I chose Hello Fresh to do this analysis as they are one of the most well-known subscription services.

Hello Fresh

Hello Fresh is a subscription service which deliver step-by-step recipes and all the fresh pre-portioned ingredients you need. You can choose recipes each week which suit you and your lifestyle.

Strengths

• Personalisation: You can choose recipes based on your lifestyle. For example, receive meals which are dairy free or recipes which only take 30 minutes to cook.
• Flexibility: You can skip a week when you need to without having to cancel your subscription. This means it isn’t a huge commitment and you will save money.
• No waste: The ingredients come pre-portioned so you don’t have to waste food or money.
• Simplicity: The recipes are easy to make and follow as they provide a step by step guide.
• Educational: It teaches you how to cook and encourages you to cook new things and try new techniques.
• Good for the environment: It encourages less food waste and their packaging is environmentally friendly.

Weaknesses

• High cost: Paying for this subscription weekly can become very expensive. This means they can’t target lower income households as much.
• Keeping customers: They do a great job at attracting first time users with the convenience of the product, however, it is difficult to keep them. Especially when there are a lot of competitors they can switch to.
• Health and safety concerns: Transporting food can be challenging as it needs to remain fresh and get delivered on time in order for it to be fresh to eat. Any problem with this could lead to a damage in reputation.

The app