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    Date submitted
  • 23-Aug-2017

Fresh Deli


Fresh Deli is a digital platform connecting office workers with fresh mom-cooked meals.

In Vietnam and many Asian countries, it is difficult for the housewives to run their own business and earn stable income. They have to depend on their husbands so they may feel dependent and unconfident. Hardly are their skills in cooking appreciated. With Fresh Deli, we can empower housewives to start food business at home, earn income when they want with what they are good at. That is how we can empower women to pursue independence and position in families. On the other hand, food safety is a big concern in Vietnam, and the office workers are the ones who suffer the most. They have to blindly eat in unreliable restaurants nearby, with limited budget. These two reasons force them to have no choice but unqualified, street restaurants. Yet again, Fresh Deli become the best option to solve the problem: high reliability thanks to mom-cook at home with reasonable price.

After 9 months, Fresh Deli has served 10,000+ fresh lunches, 1000+ customers become healthier. More importantly, it provides regular income for 7 housewives in Hanoi. During the partnership with Fresh Deli, our mom cooks become more independent, get connected to the society and feel happy with their lives. That is, so far, our greatest success.


Original YouTube URL: Open

Introduction Video

Additional Questions

Who is your customer?

Our customers are office workers in the middle income part of the population. After testing, it is recorded that 90% of our customers are from the ages of 25 to 35, and 70% of them are women. In terms of location, we target into medium and big cities in Vietnam and ASEAN.

What problem does this idea/product solve or what market need does it serve?

The first problem is food safety. In Vietnam, it is a big concern. Our customers who are young, have busy life and tight budget cannot afford high quality restaurants. Hence, our idea brings them fresh, and reliable meals with affordable price. The second benefit of us is women empowerment. in Vietnam and many ASEAN countries, housewives are not appreciated enough in their family. Among many reasons, financial dependence is the major problem. It is supposed that their duty is staying at home and taking care of children and families. With our idea, they can make the most of their cooking skill and earn regular income. The position and their quality of life are expected to be improved.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

First, our business has a simple model. Hence, it is feasible to implement and expand the business. We also see the match between demand and supply in the market. It is proven in our record after 10 months of running the business. Second, it brings benefits for a huge groups of people. In Vietnam only, there are 9 to 10 million young people in the middle income population. They definitely need a solution for their fresh meals. We also offer jobs to millions of housewives in Vietnam and other countries in ASEAN. Thirdly, we can apply technology to the business so that our customers are our mom cooks can achieve all the benefits easily.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We already start the business in Hanoi, Vietnam for almost a year. Our plan is starting from one city, take over the market and then expand to others. Currently, our revenue is 100 million VND per month, and we can bring regular income for 6-7 mom-cooks per monthly. Our mom cook just need to stay at home, cook for about 2 hours per day and can earn month income of 4-5 million VND. That is even higher than the average income of Vietnam. This is just the very first stage in which we have not apply technology into the business yet. In the next 5-10 years, we expect to expand to ASEAN and have monthly revenue of 15 million USD.