iPhone-codes.com recently named its top iPhone Apps for the end of 2009. The best lifestyle app was Jamie Oliver’s 20 Minute Meals. It’s a well-executed app with 55 recipes, photos, instructional videos, an interactive shopping list and really smart design. And with an average user review of four stars, consumers really seem to be eating it up.
But the real draw here isn’t the bells and whistles. It’s the essence of what the app delivers—exceptional food that can be prepared quickly and easily. We’ve seen this trend in various forms of development over the past several years, the most popular being the 30 Minute Meals franchise brought to us by Rachael Ray (looks like Jamie has her bested her by 1/3).
When you marry that trend with the increasing consumer desire for quality foods, it becomes clear that on their own, neither fast nor quality are enough. It has to be both. And that holds incredible potential.
Premium food marketers that target consumers would be well served to look at ways their products can be quickly and easily incorporated into the daily lives of their time-conscious customers. Whether it’s recipes or serving suggestions, providing viable applications is just as important as delivering a premium product.
Chef Oliver’s app also reminds us that we need to think beyond the recipe on a label and open ourselves up the new possibilities available to us with mobile technology. The easier we can make it for customers to connect with our brand, the easier it will be for them to become loyal to it.
Now if you’ll excuse me, I’m off to make Jamie’s recipe for Quick Fish Stew & Bruschetta.
