BACKGROUND:After a hugely successful B2C play in e-commerce, easiyo asked us to explore the food service market for their DIY yogurt. We were tasked to investigate whether there is a China foodservice market for EasiYo homemade yoghurt, gauge the size of the prize and recommend which channels to target.
APPROACH:We shortlisted potential foodservice channels to 5-star hotels, catering chains and café/eatery chains. We produced profiles of 10 groups in each channel and investigated their current yoghurt usage, price points, geographic spread etc. We then conducted interviews with chefs, store managers and F&B directors to gain insights, qualify the group and estimate the size of the yoghurt within their business.
RESULT:The key deliverable was a snapshot of the foodservice market specific to yoghurt and recommendations of how to proceed based on ease of entry, size of the opportunity.
