BRAND TOUCHPOINTS

iFood assistant – deliciously simple!

Posted in Uncategorized by Abhinaya Chandrasekhar on October 11, 2009

You are a twenty-something. You work and have a lot of things to do, that is so much more fun than cooking. Every morning, evening, it is the same situation. You cant decide what to cook.

“I want to eat healthy. I want to be fit. But, I cant eat tasteless food too. Even if I decide what I want to eat, it takes me a while to figure out the ingredients. Its a pain. I’d rather just eat out.”

A very familiar scene out of everybody’s life.

Kraft’s iFood assistant can be a necessary application for many people. It’s a time-saver. “iFood Assistant” brings out a Recipe of the Day and an idea for Dinner every evening. These are the ideas that have been cooked up and tested by the experts in the Kraft Kitchens, which sure holds a lot of credibility.Also, “iFood Assistant” makes mealtime easy and fun by giving out 1-2-3 steps and shortcuts.

Why is iFood assistant successful?

The iFood assistant has been hugely popular from the time it was introduced. This is an evolution into a service from products provided by Kraft foods. This use of social media is a smart move. Use of smart phones has been increasing at a very fast pace. Being an early bird in this sphere is always good.

At the beginning, it was weird – a food company with an app. But, the success rate speaks for itself. By the time smart phones completely take over, iFood Assistant will have become a necessity.

This tool makes life simple which is a must for any good service. It helps you decide and once the choice of recipe is made, it gives you ingredient quantities, shortcut tips, calorie content and also location of stores from where the ingredients can be bought!

All this has a direct impact on our brains. The mother brand holds a lot of credibility and positioning it as a tool to make life easy is ingenious. Life made easier is always welcome for any consumer. Most important, this application isnt trying to push / sell anything directly. Its always nice when a business giant reaches out to its consumers with no ulterior motives lurking within (atleast directly).

Will charging for iFood assistant work?

Surprisingly, its working great! This might be a well thought out reverse psychology marketing in action. Free = anytime welcome. Expensive = valuable. This concept has been depicted beautifully in Robert Cialdini’s Influence (which I recommend). When the application was free, it would have been one among the yet-another-app. But, now that they are charging for it, the value increases automatically.

This, I think, is the best time to charge for it. The target audience has already absorbed the application. Its become a daily necessity for many. Charging for it has been a huge debating topic that has won it a lot more publicity. Yet, many feel that charging for it is a grave mistake. Couple of weeks more and many reviews later, we will know if reverse psychology and publicity has made an impact or not.