ExactTarget co-founder turned food entrepreneur Chris Baggott approached Studio Science to help take his latest idea from concept to reality.
Recognizing the explosive growth of food trucks across the country and increase in food delivery technology, Baggott decided to combine the two phenomenons into a brand new concept in online ordering—ClusterTruck. With Studio Science’s startup experience, he chose to partner with Studio Science to bring ClusterTruck to life (and food to your door).
Despite the number of food delivery options available, consumer expectations for food delivery apps remain relatively low based on selection, food quality, timing, and the overall experience. The ClusterTruck App would need to overcome the existing perception issues surrounding food delivery apps, while still fulfilling the consumer’s desire for the food truck experience. People visit food trucks because they are seeking novelty—from the spectacle of the truck, to the over-the-topness of the food.
In order to revolutionize the food service industry, ClusterTruck needed insights into the needs and underlying motivations of their target audience. It was crucial to dig deeper into how ClusterTruck can enable technology to better ease customer pain points and raise the status quo.
Studio Science began with a discovery phase aimed at understanding the needs, desires, and key motivations of ClusterTruck’s target market. In addition, the research team attended a food truck festival in Indy to gain first hand-experience, truly understand consumers and position ClusterTruck for success.
Every aspect of the ClusterTruck brand needed to align with the notion of revolutionizing how people consume food—from visual identity to messaging. The content strategy was brought to life by informal real-time engagement with individual customers and bold language.
Brand is simply part of the solution. Execution is key; considering the entire user experience—from login to follow up after delivery. Studio Science designed a streamlined ordering and delivery service across web and mobile devices.
ClusterTruck launched in the Spring of 2016 with eminent success in Indy, amassing thousands of customers, and raising more than $3 Million in capital. The model has been so successful that ClusterTruck is now expanding to serve Cleveland, Columbus, Denver, Indianapolis, Kansas City, and Minneapolis.
Studio Science continues to partner with ClusterTruck, keep an eye out for new work and company updates.