Goldbelly has nailed Market Orientation

Today I saw a story about Goldbelly adding Momofuku to its delivery service.

I’ve been using Goldbelly more since the pandemic started and I’ve found that I’ve been satisfied with the stuff I’ve been able to order and that giving food as a gift has been a hit.

The big thing about the story to me is that it seems like Goldbelly can tie its success to a key marketing concept of being market-oriented.

In my definition, market orientation just means that you are looking at your business through the eyes of your customer and looking for value through the way that they want to receive it, not what makes sense to you.

Three things stand out that highlight this market orientation to me:

Responsiveness to changing demands due to the pandemic:

Almost everyone’s behaviors have had to change due to the pandemic.

For most of us, that’s eliminated a lot of travel and our ability to get some of our favorite items and favorite gifts.

By recognizing that people have a yearning for a dish or item, Goldbelly has been able to fill that void and give people a little sense of a favorite place. Like recently when I sent Little Pie Company to my aunt for her birthday or when we ordered cheesesteaks from Philly.

These are items that we might not have ordered in the past because we could just pick them up in the normal course of our lives. But due to the pandemic, we’ve now got a new way of filling that desire to experience something of our previous experiences.

Getting close to the customer:

By using “gravy seals” and social listening to source the best and most unique flavors from around the country, Goldbelly is staying in tune to the customer’s expectations by finding out what people are enjoying and craving.

This seems simple because everyone, in almost a knee jerk fashion, yells, “Of course we are thinking about the customer” with little attention actually being paid to what the customer is actually saying, doing, or desiring.

Goldbelly does something that all of can do by hearing what people are saying on the ground or in-person.

Market research like this isn’t difficult to do and if you do a good job of it, your happy customers continue to feed you more feedback, keeping the experience going and improving.

Innovating on delivering an experience that elevates the product:

People can often think that market-orientation solves every problem, but you can still have missteps and you still take steps that are innovative, but which might not pay off.

But from conducting ethnographic studies during the pandemic, I recognize that people are working harder at finding experiences that they can use to connect with prospects, clients, and families.

So having an additional way to offer folks a food experience by having food kits with a hosted lesson from a chef is another way that they are maintaining customer-orientation.

In the case of someone like Daniel Boloud, Goldbelly is combining ideas from places where they have worked separated like Goldbelly’s food delivery service and Masterclass’s classes with noted experts to create an experience that is uniquely their own.

Three simple ideas that highlight Goldbelly’s market orientation and that likely point toward a path of continued success.

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