There's really one significant comparison between the benefits and features of my Italian food truck. We offer features in the variety of entrees, sandwiches, pasta dishes, beverages and desserts. For whatever can be prepared in ten minutes or less, we also manage to keep it a pretty wide selection for many people to choose from. It is much like how you can select from 100 different shades of lipstick and have a ball with it. We have customers who seek something cold and low fat, and we have customers who want to experience the Taste of Italy to go. There needs to be an option for everyone (“Dividing the market into segments according to the different benefits that consumers seek from the product. P.182)
But you’ll have many people (like myself), that would like to get a certain item each time the truck comes by. And that’s where the benefit comes in. If you are that much in love with a certain entrée or whatever, then why would you want to waste your time and money on another product you know you wouldn’t like as much? (A sensational style may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. P.215) And that is why it is very important to provide true Italian cooking. You want these people to get food from you and not have to trek all the way to Buca Di Peppo for family sized meals at higher cost.
Our customer’s favorite tastes are the big need. What is it they crave on a daily basis? What do they want that the microwave lunch can’t provide? We give them the options, and they figure out which food item is their benefit. And that’s why we need to show that we are far beyond the microwave (“Design begins with observing customers and developing a deep understanding of their needs. More than simply creating product or service attributes, it involves shaping the customer’s product-use experience.” P.216)
