Whole Foods Grocery Delivery

With Amazon's recent acquisition of Whole Foods, there is a rising attention on future of grocery shopping trend. Amazon currently services grocery delivery through its subsidiary, Amazon Fresh. It is expected that Amazon will utilize Whole Foods stores as pick up locations for Amazon Fresh and to increase their market share in the grocery delivery services industry.

Persona

Identifying and Prioritizing Pain Points

Whole Foods currently offers grocery delivery service partnering with Instacart

where customers can shop grocery items from online store and have them delivered to their homes.

Aside from its partnership with Instacart, Whole Foods also suggest variety of recipes on their website based on ingredients, occasion, dietary preferences, etc. However, their platform currently does not support adding ingredients from the recipes directly to cart.

Traditional meal kit delivery services like Blue Apron doesn’t give customers option to drop any ingredients they don’t want to purchase. Many users complain about this lack of feature which causes unnecessary spending and wasted food.

Competitive analysis

Around a quarter of American households currently buy some groceries online.

It has been predicted more than 70 percent will engage with online food shopping also

within 10 years. Along with the rise of grocery delivery service, meal kit delivery service is rapidly emerging. Blue Apron, Sun Basket, Plated, eachDish, Chef’D, Purple Carrot, HelloFresh, Terra's Kitchen, Home Chef are examples of meal kit delivery services where ingredients are prepped and packaged to be ready for cooking. Currently they make up $1 billion to $1.5 billion market.

Solution

- Users can shop directly on Whole Foods website instead of placing order through Instacart

- Give users ability to drop ingredients they don't need

- Can add ingredients from the recipe directly to their carts

- Offers flexible and reliable delivery

Sketches