Online fresh food market Crisp is already taking thousands of orders a week in Belgium, even before its official launch. Now the retailer is speeding up its Belgian expansion with an ad campaign featuring tv chef Sofie Dumont.
“Aiming for supermarkets’ customers”
The Dutch online supermarket , which had its Belgian soft launch in June after securing investments by Adyen and Just Eat Takeaway’s founders, feels vindicated by the experiences of the first few weeks, CEO Tom Peeters tells RetailDetail. The first results are better than expected.
“We already have thousands of orders per week and are growing quickly. We are receiving enthusiastic feedback about taste and service, the two factors we consider very important. I was very curious about the reactions in Flanders, but actually consumers here tell us the same as the Dutch: they appreciate taste and service.”
Crisp wants to be a fresh market for every day, and this is also reflected in the profile of its customers, Peeters says: “We get our customers from the supermarkets, not from the specialist shop or the market.”
Now the retailer is shifting up a gear, running an advertising campaign on television and in bus shelters. In addition, the company is starting a collaboration with tv chef Sofie Dumont: she put together a breakfast package and a pasta package for Crisp and also developed three quick signature dishes.
Crisp is an app-only fresh food market, promising next day delivery (in the evening) seven days a week. The product range contains some 3000 quality products from more than 750 mainly local farmers and manufacturers. Almost 500 Belgian products are already available, and a local category management team will expand that offer even further.