Acknowledge, accept and fix mistakes: Rashmi Daga, FreshMenu, at Pitch CMO Summit 2018

At Pitch CMO Summit, 2018 held in Bangalore, Rashmi Daga of FreshMenu, believes that in the new age, it is important for brands to engage and interact with customers on a regular basis, and listen to their problems.

e4m by exchange4media Staff
Updated: Jul 6, 2018 8:55 AM

Rashmi Daga, Founder and CEO, FreshMenu spoke at the recently concluded Pitch CMO Summit 2018 in Bangalore about the journey of her brand, which began three years ago, and how they have been connecting with customers ever since.

Commenting on the journey, Rashmi said, “FreshMenu started with the core promise to serve fresh food in minimum time. Four years ago, if one wanted reliable food to be delivered, the only choice in the market was fast food. Looking at the new generation, we've realised that people look for food which excites them, and therefore we exist, to provide food to people wherever they are”.

FreshMenu is an online restaurant chain, which delivers chef-cooked fresh meals in a box to customers residing within a 5kms radius of their satellite kitchen.

Talking about the business model, she said, “there is an immense amount of effort that goes into the process, right from preparing the food, packing it and delivery it.
It is not like an e-commerce category where if you don't like an order, you can return it and wait for another order”.

We live in the equation that people get hungry in certain hours of the day, and when they are hungry, they need good food. Our work is to serve them best in the shortest time possible”.

Elaborating further, “We have a unique business proposition, we have a local kitchen, which means we cook near the customer and that’s a unique part of our business. Other brands resist doing this, because of the operational complexity. We turned the table, and took on the operational complexities, because we wanted to win the customers and yes, we have won many customers in the last three years”.

“Whatever we deliver is very fresh and reaches the customer's doorstep. Even people can see the difference in the quality of the product. Today, FreshMenu stands out because of its product quality. From the ideation of the menu, to the ingredients, packaging and delivery, everything is owned by FreshMenu.

The core principle of FreshMenu rests on: “change is constant, we don’t want to deliver a mediocre. To avoid that, innovation is there from day one. We are the first company to bring international cuisines to the customer’s table. Also, we have transformed meals into single boxes; we keep coming up with new categories, because of the customer's demand”.

She also emphasised that for a new age brand, “it’s really important to engage with customers. Brands must interact with them on a regular basis, and listen to their problems. In a category like food, the moment of truth and feedback are very strong. Any company who keeps their eyes and ears open, and is truthful to its own products would be able to bring about a change”.

Sharing her experience, she told the audience, “Acknowledge your mistake, accept it and fix it. Customers are accepting of when we apologise for making a mistake. As a young company, it matters a lot how you respond to customers.

According to her, the brand is still in its beginning stage, “Three years is a very small time to build a brand, we have a long way to go, we have to launch ourselves in new cities. Our goal is to serve good food, since it is always on demand”, she concluded.

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