Why have customer ratings for Daily Harvest's Flatbreads declined from 4.5 to 3.8 stars on average in the past two weeks?

Introduction

Daily Harvest's Flatbreads have experienced a significant drop in customer ratings, from 4.5 to 3.8 stars on average, over the past two weeks. This sudden decline requires a thorough investigation to identify the root cause and develop an effective solution. I'll approach this issue systematically, examining various factors that could contribute to the rating decrease, and propose a comprehensive plan to address the problem.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change in the product. Has there been any alteration in the Flatbread recipe or production process in the last month?

Why it matters: Recent changes could directly impact product quality and customer satisfaction. Expected answer: Yes, there was a minor ingredient substitution. Impact on approach: If confirmed, we'd focus on the specific change and its effects.

• Considering the rating drop, I'm curious about the distribution. Are we seeing a uniform decrease across all Flatbread varieties, or is it concentrated in specific flavors?

Why it matters: This helps identify if the issue is widespread or limited to certain products. Expected answer: The decrease is more pronounced in two specific flavors. Impact on approach: We'd prioritize investigating those flavors and their unique components.

• Given the short timeframe, I'm wondering about external factors. Have there been any significant marketing campaigns or promotions for Flatbreads in the past month?

Why it matters: Marketing can affect customer expectations and subsequent ratings. Expected answer: A social media influencer campaign was launched three weeks ago. Impact on approach: We'd examine the campaign's messaging and its alignment with the product experience.

• Considering potential technical issues, has there been any change in the rating system or review collection process on the platform?

Why it matters: Technical glitches could artificially lower ratings. Expected answer: No changes to the rating system have been made. Impact on approach: We'd focus more on product-related issues rather than technical ones.