Analysis of the feasibility of implementing a meal kit service in El Corte Inglés: a focus on convenience and consumer demand

Abstract

The COVID-19 pandemic has led to a surge in online shopping and delivery, including food delivery services. Meal delivery services have gained popularity, offering convenience and affordability for cooking healthy meals at home. To assess the potential demand for a meal kit service by El Corte Inglés in Madrid, extensive market research was conducted. The study focused on busy individuals aged 25 to 54 who prioritize a convenient and healthy diet. A mixed methodology combining qualitative and quantitative techniques was employed. Initially, a focus group was conducted to gain a deep understanding of their attitudes and behaviors towards Meal Kits. This helped validate the variables identified through a literature review. Subsequently, in-depth interviews were carried out to explore users' experiences, opinions, knowledge, and perspectives. Lastly, an online questionnaire was utilized to determine whether the findings were indicative of current trends and to analyze the key factors influencing purchase intention. Overall, the research provides valuable insights into consumer preferences and trends regarding Meal Kits. These findings inform El Corte Inglés's decision-making process as they contemplate introducing a meal kit service.