1. HelloFresh Thought People Wanted Beautiful Food. They Didn't.

    HelloFresh Thought People Wanted Beautiful Food. They Didn't.

    When the food is plated and put next to the toys, she’ll find ways to mess that up, too. That’s because HelloFresh has come to an important realization that all companies must in some way embrace: There can be a big gap between how a company talks to its customers and how customers want to be talked to. HelloFresh was once on the wrong side of that -- portraying meals that didn’t reflect its customers’ reality. “It’s easier to make food look as nice as possible,” Parsey says, as two cooks prepare today’s meals nearby, “but then we have to remember that Barbara in Kansas has five kids, and she isn’t wiping down the plate before serving.”

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    1. It's easier to make food look as nice as possible.
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