Fact: people are cooking and eating at home more. Those who weren’t cooking at home are now making meals several days a week for their families. Of those making meals at home, 35 to 40% of them started cooking for the first time, according to global management consultant SSA & Company. So, what does that mean for your food business? How can you educate new customers about your products so that you retain them once things get back to normal? Below are a few ideas for targeting the “new” home cook.
Introductions or Re-Introductions. Your core customers know you; they know your story. But chances are, you now have new customers who don’t know you that well. Use your social media or e-newsletter to “re-introduce” yourself. Share who’s behind the business, why you started your business, or what your business is all about. It is a great way to get newbies to connect with you and it also acts as a refresher for those who have been around for a while.
Keep It Simple. The “new” home cook is still learning and growing in their own kitchens. They aren’t the next Food Network Star…yet. Chances are, they need some basic guidance and encouragement. Limit the amount of “fancy” or difficult recipes you offer for your products. Include core information on how to store, prepare, and cook with your products. If you’ve exhausted all your family recipes, share your favorite recipes or “farm friendly” cookbooks. HINT: Don’t feel the need to do this all yourself. Plate it Up Kentucky Proud has a great website with seasonal recipes and YouTube cooking videos.
Better in Bundles. Creating bundles for home cooks, much like some of the big meal kit delivery companies, are a great entry into cooking at home with your products. Try creating a “stir fry kit” with peppers, onion, broccoli, and chicken or steak with a basic recipe. Other ideas are a seasonal “pizza topping” bag (spinach, green garlic, pepper), “Greek salad bag”, or “one pan meal” box. You might even work with other farmers to provide the bundle if you do not have all the ingredients.
Serving your customers’ needs now and well into the future will be key to keeping them coming back. Encourage customers to share their recipes and homemade meals on social media and be sure to ask them to “tag” you so you can see their creations. If you are looking into new ways to target at home cooks or would like to explore other marketing tools, give us a shout today. Call us at 859-550-3972 or send us an email at kcard@kcard.info.