HelloFresh, the UK’s top recipe box company, has launched a trial of its own branded delivery fleet, which is the first of its kind in the industry. This investment in service improvement is operated out of the Beehive distribution centre in Nueaton and will initially cover the Birmingham and West Midlands conurbation area. The six-month trial allows customers in these areas to choose a premium 30-minute delivery slot with a simplified process for second delivery attempts if the first delivery is unsuccessful.
By investing in its own delivery network, HelloFresh is prioritizing its customers and improving the entire logistics process and software, leading to a significant improvement in the customer experience. The company already delivers directly to customers in Germany, the Netherlands, Belgium, France, and Australia and has gained extensive experience in last mile operations.
Sarah Norman, COO of HelloFresh UK, stated, “Building our own last-mile solution is an important step to further deliver this promise. This will allow us unprecedented contact with our customers and put further control in their hands, deciding when they want their deliveries to be made.”
By using owned refrigerated vehicles, HelloFresh will reduce packaging in the form of insulation and ice packs, benefiting the environment and customers. Moreover, introducing HelloFresh’s own delivery solution supports the company’s sustainability strategy by saving CO2 emissions on the last mile by cutting out middlemen and reducing van miles.
This move shows the importance of prioritizing customers’ needs by investing in an in-house delivery fleet, which provides reliable and flexible delivery services. This not only allows for a better customer experience but also creates a more sustainable and environmentally friendly delivery system.