Hello Molly

HelloFresh, a well-known meal-kit service, takes away the boring old question of, “what should we have for dinner tonight?” and makes cooking that much easier.

In 2008, Molly Fisher graduated from Syracuse University with her Bachelor’s in Accounting and Finance and later received her Master’s in Accounting at Syracuse, which later led her to the University of Pennsylvania where she earned her MBA in Marketing and Operations. She started out at HelloFresh in 2015 as a member of the Special Operations Team, where she was tasked with running the Procurement Team. She eventually worked her way up to become Senior Director of Finance. She joined the HelloFresh team because she wanted to be a part of a company she felt connected to, and impact individuals’ lives in what she did in her career. We talked to Molly a little about her role in the company and the inner workings of HelloFresh.

Q: WHERE DID HELLOFRESH BEGIN?

A: HelloFresh all started in 2011 in Berlin, Germany. Co-founders, Dominik Richter, Thomas Griesel, and Jessica Nilsson started off creating partially prepared meal kits themselves and hand delivering them to the first 10 customers. It wasn’t until 2014 when the company expanded internationally, more specifically in the US, UK, Germany, Netherlands, Austria and Australia. Soon enough everyone around the world knew about HelloFresh and wanted to purchase a box.

Q: WHAT ASPECTS OF HELLOFRESH MAKE IT AFFORDABLE AND TIME MANAGEABLE FOR STUDENTS?

A: Hello Fresh offers 15% off every box to students, making a subscription a little more college budget-friendly. Molly mentioned that, “it may not be as cheap as picking up a greasy calzone from Calios or a hummus wrap at Pita Pit, but it's a great option for students.” HelloFresh instills the confidence a student needs to prepare their own meal, rather than making boxed mac and cheese every night in their own kitchens postgraduation. Molly said, “learning to cook and having the ability to make yourself a decent meal is so valuable and that is what HelloFresh is all about!” HelloFresh eliminates the chore of having to go to the grocery store and cuts out the extra meal prep. There is no waste, no need for extra space in your fridge, and it gets the job done.

Q: WHAT GOES INTO GETTING ALL THE PRODUCE FOR THE BOXES?

A: All the produce in each box is managed by the Procurement team that works with a wide array of vendors to deliver the products to HelloFresh. In 2015, when Molly joined HelloFresh, they were still building a strong network of nationwide vendors. Today, vendors are continuously reaching out to HelloFresh regarding partnerships, as they want to connect with such a well-known successful company like HelloFresh. It is vital for the production of these meal kits that they have established trust with all of their vendors for every step of the process.

Q: WHAT IS NEXT FOR HELLOFRESH?

A: HelloFresh is constantly trying to expand and innovate. Currently, a new talk of expansion in the retail space is in the works, with the ability to pick up your meal-kit box at your local grocery store. Retail would significantly expand customer reach, reducing the time gap for receiving a meal kit and providing consumers with the ability to make their meal directly after purchase. Additionally, HelloFresh started including a specific wine to each meal-kit box in hopes to better educate their customers in wine/ food pairings. Whether you are enjoying a fresh filet of fish or a nice juicy steak, each wine included in the meal will perfectly complement the flavor profile of the dish. Molly describes this expansion as “owning the entire meal, with the combination of the food and the wine. Customers get the entire meal experience.”

Q: WHAT MAKES HELLOFRESH DIFFERENT THAN OTHER MEAL SERVICE KITS?

A: HelloFresh takes pride in being a globally connected company reliant on the strong network they have built over the years. Their expansion has led to an extensive recipe database with featured meals such as chicken fajitas and fish and chips. Recently in 2018, HelloFresh acquired Green Chef, a similar meal kit service based out of Colorado, which has allowed HelloFresh to incorporate Green Chef’s niche vegan, keto, and paleo-based business model into their own practices. This not only adds an entirely new customer base into the picture, but brings a unique variety to the meals they offer.

Q: ANY RECOMMENDATION MEALS?

A: One of Hello Fresh’s most popular dishes is the steak with chimichurri sauce. However, a personal favorite of Molly’s is the chipotle spice tilapia tacos with kiwi pico de gallo and chipotle crema. Molly talked to us about how often she orders the boxes and how, “easy it is because there is never any waste, and it saves so much space in your fridge and pantry.” Picking and cooking the meals with her boyfriend is something fun they do together every night. Most of the feedback they receive from customers is how the meals have facilitated a newfound romantic spark with their partner, allowed parents to spend quality time with their kids, or just provided a tasty home-cooked meal. Either way, HelloFresh is helping to create and sustain truly special relationships between people and the kitchen.

By Lucy Dunn

Photo Courtesy of Molly Fisher