Food & Flower Cart
London City, England
Food & Flower Cart, formerly known as Food & Flower Market, was launched in 2020 as an alternative business by Timmy Sohail. Timmy runs a flourishing events company that specialises in weddings. Since weddings are a seasonal affair, Timmy thought it would be nice to have another business that keeps her occupied during off peak season. The pandemic changed it all. Weddings came to a stand still and FFC got Timmy busier as a trusted fruits and flower supplier to people in London.
With huge opportunities come greater challenges. Same went for FFM. Since FFM gained prominence in a sudden manner, there was no process in place to manage this huge demand. There were other players who were as competitive. Logistics were proving to be a nightmare with orders coming in from all quarters. Lastly there was no emotional connect that existing customers had with the brand. This made almost every customer as a one-timer, taking customer acquisition costs very high.
VMC fast realised that FFC wasn’t the only name in the business of online fruit and flower supplies. First up were established players who had there management, processes all set, giving them advantage point. Then we had new comers who were fierce with their pricing structure, going as low as it can get, leaving FFC with no real profits to play with. However, there was one thing missing in them. Customers didn’t have any sort of reason to choose one brand other than who’s offering them a better price. The emotional bond established. This is where VMC saw a gap. VMC built a brand story for Food Flower Cart: #Handpicked for you. We flaunted this promise on every wall owned by FFC, telling customers that they can be assured of the quality when they order from our cart, because we handpick the best fruits just the way they would.
This helped FFC level up the playing field with other players. Now FFC was no longer competing on the basis on price or quantity or quality. But a promise that only comes from someone who cares.
Food & Flower Cart’s new brand identity was simple, honest and organic. We wanted the logo to reflect brand’s raw organic promise. We developed multiple colour options to highlight various categories without moving away from the brand essence.
Rather than opting for expensive packaging material, VMC developed minimal assets like rounded fruit stickers, branded butter paper, exclusive boxes that reminded people of the FFC promise and commitment.
We moved up gears with our fully functional eCommerce site foodflowercart.com that was set up in 10 days flat. In fact FFC made its first sale on the 18th day! The site was integrated with FB and set up for Instagram shopping creating more channels for customers to buy from FFC. VMC is actively running social media campaign and performance marketing campaigns to build a new customer base and also help FFC understand on how to increase the business cycle with current customers through programmed and timely reminders.
Food Flower Cart is doing brisk business and has added bakery and beverages to its list of items. It’s confident that the business has just started and they are sure to do well with things opening up post pandemic. VMC is acting as a business strategist and creative partner to Food Flower Cart charting their business road map, helping them identify new avenues and an improved lifecycle of customers they acquire.
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