MEALIMPACT

Creating an app

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According to our market research, few people have already used a calculator and few would use one online. People have a positive perception of our project but would not be proactive to adopt our calculator. Therefore, after launching our initial communication campaign to increase awareness of our product, we need to investigate ways to spread the use of our calculator.

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In this regard, the smartphone is the optimal medium for our calculator, since it is already largely spread and used in France. Knowing that a study on the American population showed that people spend only 10% of their time on their mobile browser and 90% on apps, we consider that the first axis of development for our project is basically to transpose our calculator into an app. While designing our app, we should bear in mind that it must have a unique and appealing design, be easy to use, personalized, fun and engaging, particularly because we target young customers.  This project thus requires to hire a programmer.

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Establishing partnerships online

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The second axis of development would consist in establishing partnerships with online culinary websites. 59% of 25- to 34-year-olds Millennials cook with either their smartphones or tablets handy to find recipes, guidance and techniques. In addition, Millennials are looking for an experience when cooking. Therefore, we consider that Bit’impact could be part of the experience of cooking by adding a sustainability-related dimensions. Establishing partnerships with recipes websites such as Marmiton would enable the consumer to download the recipes into the calculator, therefore having a better idea of the environmental impact of what he/she is about to cook. On the long run, we expect that our calculator will change consumer choice of cooking in a more responsible fashion. We could also set up collaboration with culinary bloggers or YouTube influencers who could use and promote our calculator.

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Developing a “sustainability rating agency” branch in our business

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        The third axis of development is related to the creation of a rating-agency-like branch in our business. This would be articulated at three levels. First, based on our calculator, we want to create a label for the most sustainable restaurants. On the same model as Trip Advisor, restaurants meeting predefined criteria would be awarded a label that they can put on their website and their facade, and they would be able to put indicators of sustainability on the different dishes of their menu.

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Then, the labelled restaurants would be listed in a Bit’Impact guide that would be uploaded on our website and on the app. The app would thus later integrate an interactive map allowing users to look up sustainable restaurants in their city, starting with Paris, and access their menus with the indicators.

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Finally, this rating service could also be proposed to public authorities, in the long run, for them to encourage the evaluation of the sustainability in their canteens or even in the perspective of public policies pushing for more sustainability in the food sector.