Supermarket Retail Experience for Boston Market
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Expanding distribution by bringing more options to shoppers
As a leader in the fast-casual restaurant category, Boston Market has expanded at an explosive rate. When it formed nationwide alliances with a selection of major supermarket channels to provide a new customer experience, IDEO was asked to help explore the customer journey and to highlight opportunity areas for expansion of the space and brand. With the goal of not only bringing the expanded vision to life, but also to showcase this new customer experience for potential retail partners, IDEO and Boston Market wanted to bring branded meals into the deli department, allowing shoppers the one-stop convenience of purchasing ready-to-heat meals while grocery shopping.
To maintain a consistent brand image while expanding the offering, IDEO focused on the expression of in-store touchpoints, package design, and ingredient definitions for new products. Using consumer insights, the team also uncovered three key archetypes or ‘modes’ of customer shopping that would need to be addressed through the new space.
The result is a new way to buy ready-made meals that complements the grocery shopping experience. Through graphic cues and language, packaged Boston Market products are linked to other ingredients in the store to offer ideas for meals with more of a customized, home-cooked feel. Overall, the environment, product, and packaging were designed to communicate freshness and authenticity to align with grocery shopper’s behaviors and values.
Since the completion of the project, Boston Market has opened branded environments in approximately 2000 grocery stores.
Project date: 2006