Are you still "Too Good To Whatever" or already "Good Eat, Trust, Local Engagement & Sustainability"?
In a world where food waste is becoming an increasing problem, apps like Too Good To Go, ResQ Club, and Food Sharing are leading the fight against it. However, there is always room for improvement. Using the example of Too Good To Go, I demonstrate how Jobs-to-be-Done (JTBD) can help optimize these apps and better fulfill customer needs.
Traditional approach and challenges
Too Good To Go focuses on offering surplus food at reduced prices. This operates as a two-sided platform business model between providers (retail, gastronomy) and demanders (individuals), often in the form of surprise packages containing leftover items from daily operations. This occurs before closing hours, primarily as added value for providers to avoid disposal costs for overproduction/procurement and still generate revenue. However, this doesn't fully address all customer needs and motivations. Improving user experience, expanding offerings, building a strong community, and strengthening trust are significant challenges.
Jobs-to-be-Done approach and potential improvements
To understand how the JTBD method can be applied, let's examine the main jobs of the users (not the providers) and why these jobs often remain underserved.
Main Jobs of Users:
1. Saving money: Customers want to buy food at an affordable price.
2. Saving time: Customers seek quick and efficient shopping opportunities.
3. Acting sustainably: Customers want to contribute to reducing food waste.
4. Meeting individual needs: Customers have specific dietary preferences and requirements.
5. Building trust: Customers want to ensure they receive high-quality and safe products.
Why these jobs are underserved
1. Saving money: While surprise packages are cheap, if the contents don't meet their needs, it can lead to wasteful spending.
2. Saving time: The surprise element may mean customers spend extra time figuring out how to use the received food.
3. Acting sustainably: Although the apps help reduce food waste, there's often a lack of awareness and education about sustainable practices.
4. Meeting individual needs: The packages don't always accommodate specific dietary needs such as veganism, allergies, or other preferences.
5. Building trust: Uncertainty about what they'll get or the quality of the food can undermine trust.
Solution ideas and their benefits
White-label for major retailers: Allowing retailers to offer their version of the app could strengthen their brand and provide more value to customers by better matching oversupply to demand and timing. This would increase trust as customers shop with familiar brands.
Personalized recommendations: Analyzing user behavior could provide tailored suggestions based on individual preferences and dietary needs, increasing satisfaction and repeat usage.
Promoting sustainability awareness: Tips on proper food storage and information about CO2 savings can increase customer engagement and empower them to act more sustainably.
Engagement in local communities: Collaborating with local organizations and events can raise awareness and create a stronger presence, fostering community spirit and trust in the app.
Improved user experience: Optimizing the app interface and ordering process based on user behavior can better align supply and demand, saving time and increasing satisfaction.
Expanded offerings: Integrating organic products, vegan, gluten-free, and allergy-friendly options can appeal to a broader audience and better meet individual needs.
Recipes for package items: Providing recipes for surprise packages can increase usage and customer loyalty by helping them make optimal use of the received food.
Education about expiration dates: Events and informative content on assessing food quality can reduce unnecessary waste and strengthen trust in the quality of the offered food.
"Spend a Friend" function: Allowing sharing meals with those in need can make a big difference in local communities and promote users' social engagement.
Conclusion
By applying Jobs-to-be-Done, Too Good To Go and competitors can further improve their offerings by better addressing customer needs and motivations. Personalized recommendations, promoting sustainability awareness, deeper engagement in local communities, optimized user experience, and expanded offerings can further reduce food waste and increase customer engagement.
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