Businessman Alexey Ovchinnikov
Very fast food
32-year-old graduate of economic faculty of Moscow state University Alexey Ovchinnikov — serial startups. In 2011 while working in the Railways, where Ovchinnikov participated in the project “Smart station”, he created the company Univer Club that produced and sold hoodies with logos of universities. In 2013, Ovchinnikov quit and the money raised from the sale of hoodies started to export paint from India and to organize festivals of colors.
The entrepreneur often would sit with colleagues in the office, and to spend time on Lunches and dinners in the cafe is not wanted. “We came up with the idea of “clicking” to deliver to the offices of something tasty and healthy, limiting the choice of the person, ” says Ovchinnikov. — First, we all thought to deliver a “pig in a poke”, that is, the unknown dish was a surprise. But in the end decided that the unknown is not as cool as it seems.”
Market food delivery in Moscow — one of the most competitive. Many restaurants are willing to bring food for yourself, work for some specialized services like Jacks, there are a few major aggregators — Delivery Club, Room service etc. the AddVenture Fund estimated last year’s volume of the market of food delivery in the Russian Federation in the amount of about $1.5 billion per year, $900 million of which was accounted for Moscow.
But when Ovchinnikov was to order food from different services and restaurants, they found that the average order bring in 80 minutes, and during this time you can manage to go to a cafe. A wide variety of assumed dignity of service delivery, but the selection also takes time. “For example, Delivery Club offers dishes of many restaurants, each with a large menu. But before anything, I want more reviews and to learn. In the end, only the choice of lunch takes 30 minutes,” says Ovchinnikov.
The entrepreneur came up with to create a very austere service like on a plane, where you have to make a simple choice: fish, chicken or meat. “We focused on men, a lot of working and earning that save time and are fun, and the result,” explains Alex. The main competitive advantage the creators of the project decided to make the speed of delivery: it had to be several times higher than the market average.
Startups Express delivery — a fashionable topic in the world. One of the first was the project Spriq, deliver meals to San Francisco in 15 minutes. The company was launched in 2013, raised $52 million investment and consumed its direct competitor SpoonRocket. Two years ago in England there was a project EatFirst, he recently raised $8 million investment. In Greece there is a similar project Forkee, which raised $3 million in investment. The concept is similar everywhere: a minimal choice of meals, a maximum delivery speed.
Speed is important
The launch of a project called “Hunger”, Ovchinnikov spent 3 million rubles of its own funds, of which 2.5 million rubles was spent on payment application development. A few months of “Hunger” working out the business model, trying to reduce the time spent on each stage. It turned out that 60% of the time waiting is spent on cooking food and only 40% is spent on the road to the client. Ovchinnikov decided to prepare meals in advance and deliver them on receipt of orders.
The first thing we had to determine the shortest delivery time. For this the employees of “Hunger” wrote a program that randomly created orders in the area of the Garden ring. On test routes went real carriers for this traffic. Someone managed to take only 3 minutes, and someone- for 26, but the average time was 8 minutes. Now it is for this time, the service promises to deliver food on its website and in the app.
The problematic point is the path from the car to the office. In the city centre courier, usually waste as much time as the trip itself: we need to find a Parking place, need office and settle with the client. So in “Hunger” has decided that the calculation will only be cashless, and most importantly, the client himself will have to leave the building. “All the experts told us that this will not work: Russian consumers are not going out. But our surveys showed that people are willing, if we are talking about fast delivery. Subsequently, the hypothesis was confirmed”, — says Alexey.
To ensure speed of delivery, it was decided to limit the geographical coverage is the “Hunger” works within the Garden ring and within a radius of approximately 1 km. According to the calculations Ovchinnikov, on this small territory there are 4 million jobs. All the delivery territory is divided into eight sectors, each served by one machine. The driver immediately picks up lunch for the day and waits for orders in your area. Each machine has two thermal bag for hot items and cold. Bags with heating elements cost 3 thousand rubles. produced specifically for startups, as available on the market counterparts, “burned” cigarette lighter machines.
The first version of the app for IOS in the App Store, was released in November of 2015. Made it minimalistic in the center of the screen one big button “Order”. Above the buttons a few meals below the map. Already at the first order the map attached to the application, and no additional passwords then you need not.
“Everything went wrong”
The work of the service began in March 2016. Alex posted on Facebook, inviting friends to try it, give feedback. Friends Ovchinnikov in the first weekend made 500 units.
Everything just went wrong, as expected, says the entrepreneur. For example, the team believed that customers will primarily sat up till night workaholics, but it turned out that people in need of dinners, 30 times less than those who want to dine. Therefore, hours of service, which was first taken from 12 PM until midnight, had to be changed: now he works from 12 to 17.
Contact cooking dishes Ovchinnikov has not met since the beginning. The first partner of the project courses was a small company, also held acceleration in SKOLKOVO, Mr.Pit. She specializiruetsya on a low-calorie pitch. In the menu, the service at the start there were only two hot dishes: pita Greek chicken and vegetarian pita cost 200 RUB.
But to feed customers every day only pita was unreal. Hunger began to look for a larger partner — they became a restaurant Easy Ugh. But then summed pricing policy — the average check increased to 350-500 RUB, and demand fell. “The price of our dinner should not exceed 300-400 rubles.”, — calculated Ovchinnikov. “Hunger” tried to cooperate with the restaurant, The Hummus, Doodles noodle shop, a cafe with pies Pie Point and other restaurants. Meals that are offered to customers, ordered a La carte, but “Hunger” restaurants were doing a discount of 30%: restaurateurs interested in selling large volumes of similar dishes, and “Hunger” just bought a batch of dishes and assumed the problem remains.
Now “Hunger” was chosen by one partner, factory — fitted Eat Lunch, which does not have its own restaurant. “To Eat Lunch very well understand our customer, they are willing to change the menu, modify, seek to surprise the customer,” says Ovchinnikov. “Their forces have not been able to make the delivery the same day, and at Alexey was ready concept. Now “Hunger” is our main channel of distribution for them, we cook 90% of all Lunches”, — says Stepan is Low, founder of Eat Lunch.