We help our clients innovate faster and more effectively through quality idea generation

We help our clients innovate faster and more effectively through quality idea generation and rapid concept evaluation.

Tesco Chester • Tesco have introduced a 1500 sq ft “concept store” for Food to Go in their Chester city centre store • The following observations were made in a visit on 17th Sept 2012 at lunchtime (13:30) • The following comments are my spontaneous impressions and not the result of any in-depth research or ‘inside knowledge’ • Note that the main store is unusual in that it is a large city centre outlet with integrated car park- not sure how replicable this is as a test.

Tesco Chester Retail Week photo and article here: http://www.retail-week.com/stores/in-pictures-tesco-opens-food-to-go-shop-in-shop/5039213.article

Tesco Chester;Food to Go Concept “Shop within a shop”. Costa Coffee is adjacent. Easy in & out.

Daypart is the concept Tesco Chester;Food to Go Concept Sandwiches and crisps furthest from till

Water, confectionery, wine, crisps…uninspiring but familiar Tesco Chester;Food to Go Concept Instore baked goods, pies, pastries, Costa Vend and Krispy-Kreme unit

Fruit, yoghurt, smoothies, breakfast items still on sale Tesco Chester;Food to Go Concept Bowl salads on end

Olives, salad bar, loose fruit. Tesco Chester;Food to Go Concept Meat & cheese portions, olives, bread rolls

Tesco Chester;Food to Go Concept Hot counter- pies, pizza, pastries, deli chicken

Tesco Chester;Food to Go Concept • The only NPD I could find • Finest Wrap Salad • £3.50 • With fork • Eats very well- substantial • 3 Varieties • Mexican Chicken and Bean • Vietnamese King Prawn • Chicken Tikka

Tesco Chester;Food to Go Concept • My takeouts: • It’s a merchandising concept for a city centre store • Attractive layout, spacious • “Separate store” approach - own checkouts • Very little innovation in range • Wrap Salads • Branded concessions • Sandwiches, Crisps and Soft Drinks still the staple and uninspiring • All dayparts merchandised at lunchtime • Do they re-merchandise? • What was missing? • Meal pots/heat to eat concepts • Heat to Eat generally • Volumes of leafy salads • Service, theatre

Tesco Chester;Food to Go Concept-Range Cabinets Meal Deal Sandwiches, Wraps, Crisps, Drinks Wraps and Finest sandwiches Noodle meal Meal salads (M&S Style) Small, Large Finest protein based salads Layered Salads Chicken/Pasta Salads Sushi Wrap Salads Centre Aisle Breakfast items; Fruit, yoghurt, pastries, smoothies Salad & Olive Bar Recipes described as “Tenderleaf” Picnic components Hot Pizza, slices Wraps Pies, Pastries Deli Chicken Bakery Pastries Costa Krispy Creme

MIH, Make Innovation Happen What we do Who we are • Innovation Services that help clients accelerate New Product Developments and improve success rates • We deliver our promises via a toolkit that can be used in modules or as an outsourced innovation function. • We focus on fewer, better ideas, and do so earlier in the process. • Founded by ex Client and ex Agency Marketing professionals • Run by Tim Nicol with 30 specialist associates and partnerships • Plus associate agencies in: • Europe • USA • China • Australia • Turn Innovation “Funnels” into “Pipes” • Generate creative new ideas from insights • Evaluate them fast and early, using novel interactive voting techniques • Develop ideas into Consumer Concepts • Deliver efficient commercialisation How we do it Who we have worked with

We help our clients innovate faster and more effectively through quality idea generation