Entrepreneur

HelloFresh Thought People Wanted Beautiful Food. They Didn't.

After realizing its brand positioning wasn't resonating with customers, the company decided to mess things up a bit.
Source: HelloFresh

In a photo studio in Manhattan this summer, a prop stylist carefully places toys on a platform. It’s meant to be a playful scene, part of a shoot of family-friendly meals for the meal-delivery startup . But the company’s associate graphic designer, May Parsey, notices a . “Is there a way to flip some of them upside down?”

You’re reading a preview, subscribe to read more.

More from Entrepreneur

Entrepreneur10 min read
The Fastest-Growing Franchises
If you’re looking for a franchise brand to buy, you’re surely asking yourself this question: Which brands are worth my time and money? There are many ways to answer that, but here’s a useful starting point: Look at the brands with major traction. Tha
Entrepreneur2 min read
3 Ways to Build Real Businesses on the Side
If you have marketable skills, but you aren’t sure how to spin them into a business, try teaming up with someone from an entirely different industry. Together, you could pinpoint opportunities for innovation. That’s what Gene Caballero did. Back in 2
Entrepreneur3 min read
What’s the Real Damage?
Miri Offir knows how to talk to people in crisis. After serving in the Israeli military, she came to the U.S. in 2003 and took a secretary job at the post-disaster recovery franchise 911 Restoration. She worked her way up—eventually becoming the comp

Related Books & Audiobooks