Key Takeaways
- Tovala has successfully integrated a multi-functional oven with a food subscription service, achieving high customer retention.
- The company continues to expand its “scan-to-cook” capability, particularly with Costco’s Kirkland brand items.
- Listening to customer feedback is essential for Tovala’s growth and innovation according to COO Keeley Kabala.
Success Story of Tovala in the Smart Kitchen Market
Back in 2016, startup Tovala made its debut at the Smart Kitchen Summit with a pioneering combination of a multifunctional oven and a meal subscription service. Since then, the company has cultivated a robust user base and enjoys a high retention rate for its meal delivery service.
In a recent discussion with Keeley Kabala, Tovala’s COO, insight into the company’s trajectory for 2024 and beyond was shared. The main focus remains on enhancing customer value through their oven offerings, including the latest five-in-one and six-in-one models. These ovens feature over a thousand consumer packaged goods (CPG) products that can be utilized via a “scan-to-cook” function, optimizing cooking times and methods based on specific food types.
Many of the available products are from Costco, and Kabala emphasized this partnership as a significant factor for Tovala’s exposure to diverse customer demographics. The company believes that collecting data from these interactions will allow for better product development that aligns with customer preferences.
Kabala highlighted the importance of listening to customer feedback as vital for ongoing success: “If we’re willing to listen to our customers, they’ll give you a chance to iterate. If you don’t listen, you might not be around forever.” This emphasis on customer engagement has played a large role in refining Tovala’s offerings.
Additionally, Tovala’s oven includes steam functionality, which has shown to enhance food quality. The design allows for multi-step cooking processes, combining various heating methods for optimum results. This feature differentiates Tovala from traditional cooking appliances, providing a creative approach to meal preparation.
Looking ahead, Tovala plans to continue evolving based on customer needs and feedback. Currently primarily a direct-to-consumer brand, the recent foray into retail, particularly with Costco, has opened new avenues for customer interaction and product experimentation. While Tovala’s food products are not yet sold in retail stores, the potential for future integration is on the roadmap.
Kabala expressed enthusiasm about the future of food technology, particularly in regards to reducing waste and improving inventory management in the kitchen. As customer willingness to adopt new kitchen technologies remains high, Tovala aims to continue its innovation journey, reminding stakeholders of the importance of staying attuned to consumer needs.
Tovala’s unique combination of an innovative cooking appliance and a tailored meal delivery service underscores its role as a key player in the evolving smart kitchen landscape, setting the stage for further advancements aligned with user expectations.
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