Customer Insight

Created and published in house by TLF Research. Customer Insight magazine is our way of sharing features, case studies and latest thinking on creating an outstanding customer experience. All designed to inform, stimulate debate and sometimes to provoke. We hope you enjoy reading it as much as we enjoy creating it!

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Gousto: A Delicious Twist

Gousto is a subscription recipe box company, aiming to “deliver inspiration to every home-cook”. Founded in 2012, it has grown from four to over 500 employees, and has secured £75 million in investment. It has ambitious plans for the future, too—delivering almost 2 million meals every month, Gousto is on track to help UK families serve up 400 million meals by 2025. Customer Insight caught up with Founder and CEO Timo Boldt and found out that the secret of their success is customer-led innovation.

The secret sauce

Gousto is on a mission to become the best way for families to eat dinner by offering the most “variety, adventure and convenience” to UK households. Gousto customers subscribe to a service that delivers precise ingredients and easy-to-follow recipe cards to their door, making home-cooking simple. Gousto claim to offer the most choice with up to 40 recipes per week, the most flexibility with free delivery 7 days a week and a three day turnaround, and the lowest price point from £2.98 per meal.

Some key trends in the category are healthy eating, convenience, choice, and sustainability; and Gousto is well positioned against all of these. They see their main competition as the supermarkets, aiming to take them on directly as “the best way to eat dinner”, and to inspire home cooking.

Technology plays a key role in this, with AI powering a customised recipe offering to ensure that customers see a tailored selection of the best recipes for their family. So what’s next for Gousto? They are investing heavily in their Tech and AI capabilities, not for the sake of it, but to further improve the customer experience and make it as personalised as possible.

We use data to understand what our customers like and dislike so we can provide them with meaningful choice and an experience that is tailored to their family.

Customer-led

Gousto believes that customers are at the core of what it does, constantly reviewing customer feedback and using this insight to identify opportunities to offer a better service. New ideas are developed and tested with customers “to ensure that the decisions we are making will transform their experience”. It doesn’t stop at launch—once an idea is implemented, ongoing feedback is used to make continuous improvements. Boldt quotes one example:

“We recently discovered that our customers wanted even more family-friendly recipes, so we conducted research into the UK’s best-loved family dishes and identified an opportunity to develop these and add them to our weekly menu with a delicious Gousto twist! So, now our reliably delicious ‘Everyday Favourites’ range is available every week, as part of our choice of 40 recipes.”

The aim of ongoing service innovation is to improve an already great experience for customers. It’s a simple test—without a customer-focused reason to do something, it doesn’t happen. Gousto is focused on three things which they are always looking to develop and improve:  choice, customisation, and convenience.

As well as involving their customers in innovation, Gousto engages with them through social media and email, including a monthly newsletter full of business updates and engaging blog content. As Boldt says:

“At Gousto, our customers are at the heart of what we do. We are always looking to improve, to make their experience as joyfully simple as possible. We are constantly asking questions so that we can understand the challenges that our customers face and ensure that we are the best way for them to create delicious dinners!”

Gousto is a subscription recipe box company, aiming to “deliver inspiration to every home-cook”. Founded in 2012, it has grown from four to over 500 employees, and has secured £75 million in investment. It has ambitious plans for the future, too—delivering almost 2 million meals every month, Gousto is on track to help UK families serve up 400 million meals by 2025. Customer Insight caught up with Founder and CEO Timo Boldt and found out that the secret of their success is customer-led innovation.

The secret sauce

Gousto is on a mission to become the best way for families to eat dinner by offering the most “variety, adventure and convenience” to UK households. Gousto customers subscribe to a service that delivers precise ingredients and easy-to-follow recipe cards to their door, making home-cooking simple. Gousto claim to offer the most choice with up to 40 recipes per week, the most flexibility with free delivery 7 days a week and a three day turnaround, and the lowest price point from £2.98 per meal.

Some key trends in the category are healthy eating, convenience, choice, and sustainability; and Gousto is well positioned against all of these. They see their main competition as the supermarkets, aiming to take them on directly as “the best way to eat dinner”, and to inspire home cooking.

Technology plays a key role in this, with AI powering a customised recipe offering to ensure that customers see a tailored selection of the best recipes for their family. So what’s next for Gousto? They are investing heavily in their Tech and AI capabilities, not for the sake of it, but to further improve the customer experience and make it as personalised as possible.

We use data to understand what our customers like and dislike so we can provide them with meaningful choice and an experience that is tailored to their family.

Customer-led

Gousto believes that customers are at the core of what it does, constantly reviewing customer feedback and using this insight to identify opportunities to offer a better service. New ideas are developed and tested with customers “to ensure that the decisions we are making will transform their experience”. It doesn’t stop at launch—once an idea is implemented, ongoing feedback is used to make continuous improvements. Boldt quotes one example:

“We recently discovered that our customers wanted even more family-friendly recipes, so we conducted research into the UK’s best-loved family dishes and identified an opportunity to develop these and add them to our weekly menu with a delicious Gousto twist! So, now our reliably delicious ‘Everyday Favourites’ range is available every week, as part of our choice of 40 recipes.”

The aim of ongoing service innovation is to improve an already great experience for customers. It’s a simple test—without a customer-focused reason to do something, it doesn’t happen. Gousto is focused on three things which they are always looking to develop and improve:  choice, customisation, and convenience.

As well as involving their customers in innovation, Gousto engages with them through social media and email, including a monthly newsletter full of business updates and engaging blog content. As Boldt says:

“At Gousto, our customers are at the heart of what we do. We are always looking to improve, to make their experience as joyfully simple as possible. We are constantly asking questions so that we can understand the challenges that our customers face and ensure that we are the best way for them to create delicious dinners!”

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