Chef Gianni Ceschia and his team brought an idea to Skylar – to bring the authentic and renowned dishes he is famous for, to the kitchens (and plates) of consumers across Canada.
The food was the easy part – but Chef Gianni needed a name, a brand, and a go-to-market strategy that would present culinary options – authentic Italian cuisine – that until now, have been missing from the marketplace.
Given the myriad choices available to consumers through food delivery services, in addition to heat-and-eat options at grocery stores, our insights informed the idea that there was always something missing – authentic recipes, natural ingredients, flavourful dishes, healthy options, reasonable prices – there was nothing in the marketplace that checks all of the boxes.
Those insights led to the name. FINALLY… authentic Italian dishes available same-day. FINALLY… natural, healthy dinner options anyone can feel good about serving to their family. FINALLY… all of that in a convenient, reasonably priced package that can be ready in 10 minutes or less. FINALLY… a better option than overpriced and lukewarm dishes from the delivery services or the bland, preservative-filled frozen options available in stores.
E-commerce serves as the centrepiece of the business model, with customers ordering (on average) a combination of pasta, pizza, sauce, breads and other items to serve 3 family dinners, per order.
Through brand awareness campaigns as well as monthly specials (including discounted items, free delivery and other specials) through influencer, digital and social channels, our strategy has built a strong foundation of already-loyal customers who support our efforts with overwhelmingly positive word-of-mouth support.