Relying on the way you have a look at it, Alexis Bauduin’s choice to start out wholesome meals brand YoloFoods nearly a decade in the past may appear to be a YOLO (you solely dwell as soon as) choice.
In spite of everything, he had been a company high-flyer earlier than he went on The Apprentice Asia in 2013, the place he met—and subsequently give up company to work with—Tony Fernandes, CEO of Capital A (then airasia).
This chance modified the course of his life, catalysing his dive into entrepreneurship and F&B.
In 2015, Alexis launched YoloFoods’ first retailer in Singapore, and one of many restaurant brand’s subsequent milestones was getting halal licensed.
However in case you lookup YoloFoods as we speak, you’ll see that the enterprise has shifted to supply delivery companies for their very own packaged meals as an alternative.
What occurred?
From dine in to delivery
“The choice to pivot from our dine-in focus to on-line companies, notably every day meal plans and later frozen meal choices, was primarily pushed by the challenges posed by COVID-19,” Alexis advised Vulcan Submit in our newest interview.
“With our restaurant enterprise taking a big hit, we shortly realised the necessity to adapt to the altering panorama.”
Because it seems although, this pivot was greater than a reactionary transfer; it additionally aligned with YoloFoods’ long-term imaginative and prescient of scaling regionally and throughout Asia Pacific ultimately.
Like many different companies, YoloFoods noticed the alternatives opened as much as them by logging on, akin to having the ability to attain a broader viewers and provide their companies and merchandise past the confines of bodily areas.
This additionally gave them insights into client preferences, permitting them to broaden their choices to incorporate frozen meals and snacks for adults and youngsters.
Doling out robust competitors
These adjustments are well timed, because the ready-to-eat (RTE) meal business has seen “explosive development” all through the APAC area, Alexis noticed.
“Initially pushed by recent choices and recent meal plan suppliers, the RTE market is witnessing important growth, notably within the frozen section,” he added.
This implies extra competitors, in fact, so YoloFoods has prioritised a number of key areas within the enterprise to take care of a aggressive edge within the panorama.
Product high quality is a should as style is paramount within the meals business, and YoloFoods ensures that top expectations are met by conducting surveys and getting buyer suggestions.
“Drawing inspiration from these insights, we develop new recipes that supply more healthy variations of the meals our prospects love,” Alexis mentioned.
Immediately, their menu contains a various choice of 45 meals impressed by numerous cuisines and mixing Asian and Western flavours, the founder shared.
One other key space has been rising their on-line channels, together with their very own ecommerce platform, to succeed in and interact prospects. And, in fact, carving out a robust brand identification within the digital age.
Holding issues recent
Change is at all times occurring at YoloFoods, because the staff tries to maintain issues recent for purchasers by introducing new meals quarterly. This implies 5 to eight rigorously curated merchandise with every new launch, Alexis mentioned.
One other slow-burn change the brand goes by means of is with sustainability. Sensible manufacturers know to maintain up with the occasions, and the pattern of present occasions factors to extra acutely aware consumption behaviours.
Clients need manufacturers whose ethos strains up with theirs, and a few received’t hesitate to drop a brand they love for one which sits higher with their beliefs.
To remain forward of this, YoloFoods is already serving its subscription recent meal plans (YoloPlans) in recycled sugarcane materials that’s biodegradable.
In the meantime, their frozen meals packaging is recyclable, with Alexis including that they’re consistently trying to work with extra reusable choices.
YOLO ambition
Some time again, YoloFoods expanded to neighbouring Malaysia and has since served over 8,000 prospects there.
Based mostly on our interview with Alexis, it looks like the key sauce to their success in Malaysia is localisation. They assembled a neighborhood staff, established a central kitchen in KL, and infrequently give you campaigns round occasions like Ramadan and Hari Raya.
They obtained halal certification for his or her meals there too, enabling their Malaysian Muslim customers to take pleasure in their meals with out worries.
This eager effort for localisation will probably be one thing the brand carries over to its upcoming launch in China too, come this June.
And YoloFoods isn’t stopping there. In true YOLO spirit, they’ll be doubling down on their efforts to cater to the B2B market by providing bulk orders delivered on to workplaces.
“Moreover, we’re additionally exploring collaborations with native well being services searching for meals for his or her inpatients and groups,” Alexis mentioned.
What about going again into retail then, now that the brand has seemingly established a stable basis for its ecommerce enterprise?
To this, the founder replied, “We’ve made a strategic choice to maneuver away from the retail sport, prioritising avenues that align extra carefully with our development aims.”
However they’re additionally not fully dismissing the thought of conventional concepts sooner or later.
If there’s an revolutionary idea they’ll hop onto, you’d finest imagine YoloFoods will likely be making a quick transfer.
“One chance is the creation of expertise centres, akin to Apple Shops, the place prospects can interact with the YoloFoods brand and expertise firsthand our dedication to more healthy consuming and holistic wellness,” Alexis envisioned.
Thrilling stuff, and although it would appear to be a farfetched, formidable concept… nicely, YOLO.
- Be taught extra about YoloFoods right here.
- Learn extra entrepreneurial tales right here.
Featured Picture Credit score: YoloFoods