FreshMenu ventures into content marketing with food magazine launch

Aparna Mahesh, chief marketing officer, FreshMenu.com said, “We don’t believe the traditional marketing models will be adequate for our brand since most of them focus mainly on acquiring new customers. We have built a very strong loyal base since our inception and a large part of our marketing efforts are channeled towards retaining them."

"How do we engage them in more meaningful conversations around [the brand's] offering? From this perspective, content becomes the hero in our plan. And when the category is as exciting as International cuisine, we have the ability to create very stimulating and diverse content that will hopefully resonate with our customers as well. ‘Food For Thought’ is our first step towards achieving that," she added.

The magazine is a step further to engage and interact with their larger customer base as it faces increasing competition from the likes of Swiggy, Food Panda and Zomato.

Shveta A Sahu, co-founder at DontBeContent, said, “The entire process of curating a new menu every day and giving a twist to global cuisine to meet the Indian palate is extremely fascinating. Modern Indian consumers are hungry to know about global food, ingredients, trends and cooking process. Considering FreshMenu is an app-based service, it’s impossible to exhibit all these through the app or the website. A magazine hence becomes a great medium to communicate this. We were impressed with the clarity the brand team has in terms of what works for their customers."