Why has Licious's chicken breast sales volume dropped 30% in the past month?

Introduction

Licious's 30% drop in chicken breast sales volume over the past month is a significant issue that requires immediate attention. As we analyze this product problem, I'll follow a systematic framework to identify, validate, and address the root cause while considering both immediate and long-term implications. My approach will involve a thorough examination of internal and external factors, data analysis, and hypothesis generation to develop a comprehensive solution.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal factor. Has this drop coincided with any particular season or holiday period?

Why it matters: Seasonal trends can significantly impact food consumption patterns. Expected answer: No significant seasonal changes during this period. Impact on approach: If seasonal, we'd focus on inventory management and marketing strategies.

• Considering product quality, I'm wondering if there have been any changes in sourcing or processing. Have we received any increase in customer complaints about chicken breast quality?

Why it matters: Quality issues can quickly lead to decreased sales. Expected answer: No significant increase in quality-related complaints. Impact on approach: If quality-related, we'd prioritize supply chain and quality control improvements.

• Thinking about market dynamics, has there been any significant change in competitor pricing or promotions for chicken breast products?

Why it matters: Competitive pressure can directly impact our sales volume. Expected answer: Some competitors have introduced aggressive promotions. Impact on approach: If competition-driven, we'd focus on pricing strategy and value proposition.

• Considering internal changes, have we made any recent modifications to our app, website, or delivery process that might affect chicken breast orders?

Why it matters: Technical or UX issues can create friction in the purchasing process. Expected answer: A recent app update was deployed three weeks ago. Impact on approach: If tech-related, we'd prioritize bug fixes and UX improvements.