Our aim is very simple.

We want to make it easy for everyone

to eat good food, through improved transparency; better
pricing; access and convenience. We aim to create
communities and destinations with a vital footprint.

Beyond compliance
!
Building brand and Business

Vitalfootprint 2014

Growing nation of conscious eaters

65%
of UK women tried to
lose weight

25%

use high protein or low

fat diet plans such as
Dukan

1.8bn

61%

spent on diet food products

in 2013

44%

of UK men also
tried to slim

Of people in the UK are

overweight

5%

of women claim they never

think about their weight

25%

17%

are obese

of men say they never

think about their weight

48%

eat smaller
portions or cut
back on sugar

60%

try to fight flab by

exercicing

29m

have tried to slim in the

past year

39%
Of UK dieters-use 5:2 methodfasting two days a week

41%
will cut back on sugar or go without
eating dessert

49%

of UK dieters cut
back on fat

32%
use a diet such as Atkins
thats low in carbohydrates

Source: Mintel, 2013

Connects food outlets with 25 million consumers

who are conscious about what they eat

Connects food outlets with 2.2m customers who want to eat

consciously

3
Copyright 2014. Vitalfootprint

who we are
Yinka Makinde

Chinmay Mehta

Founder & CEO

Chief Technology Officer

HealthTech Biz Dev - 10 years

Pharmacist & Advisor to the NHS
Accenture, CSC, GSK, NHS
Founder of HCP Ltd

Technology strategy & Design - 18 years

Enterprise systems - retail, telco, finance
Sun Microsystems, Symbian, Nokia

Tim Lewis

Kate de Lima

Marketing & PR Advisor

Business Development Lead

Marketing agency - 20 years

Multi-award winner - PR
Playstation; Ethiad, Kia
Co-founder of MyhighSt

B2B sales - 6 years

Food & Beverage, Sustainability
Grant Thornton, Gensuite, Verdantix

Lucy Upton
Dietitian

the vendor problem

3 EXISTING PRIORITIES

Attract more
customers

Increase
profit per
customer

Increase
customer
retention

NEW REQUIREMENT

Comply with
EU Allergen
Legislation
5

regulatory context
EU Food Information for Consumers Legislation:!

!
1. Dish by dish data tracking !
2. Labelling for 14 key allergens!
3. Printable materials and verbal information!
4. Online information and signposts!
5. Trained staff!
6. Demonstrable and consistent due diligence!

!
Risks: criminal prosecution and unlimited fines

Carlas problem
CHOICE
AVAILABILITY
FINDING PLACES
STAFF AWARENESS
LABELLING & INFO
OTHER
120 consumer surveys:

I want to enjoy the same

level of pleasure in my eating out experience
as my non-allergic counterparts.

20% = 45-54 yrs

64% = 25-44 yrs

65% = will pay

iPhone > android

83% = food discovery is

a challenge

product

In the Office

On screen widget to
prompt that todays menu
is ready to view

Out for lunch

Browse & Select

Rate it, Recommend it

In the store

Scan & get more

product info

Out for dinner

Enjoy!

Consumers can easily and quickly find great food and venues suitable for their dietary preferences.
Eateries can leverage allergen information to attract new customers, increase sales by up to 20%, speed
up queue turnover and improve retention.

social impact
Short term

medium term

long term

value proposition
Food Vendors

Cost effective system to:

manage; comply; and connect

Consumers

Smart food finder

monthly subscription

app - premium upgrade

Data Consumers
DaaS

Population trends
Consumer insights

10

vitalCustomer portal

11

eatjoy
vitalCustomer subscribers have option to
publish menus to eatjoy:!

!
1. eatjoy leverages menu data to
populate a free consumer app !
2. Allows consumers to set dietary
necessities and preferences!
3. Serves daily selection of dishes and
outlets which are context sensitive

working together
Our vision is to transform the eating
experience for millions and to help build
the business of our members!

!
Our service ensures that proactive
restaurants go beyond compliance!

!
vitalCustomer costs just 6 per outlet a
month and 25 for eatjoy benefits

OPEN DATA - use & value creation

CONSUMPTION

PRODUCTION

hygiene ratings

Directory of Foods

composition of foods

locally grown produce

locally sourced meats & seafood

Classification of !
un-pre packed food

Consumer behaviour:!
buying habits!
diet trends

Environmental sustainability
14

Our aim is very simple. We want to make it easy for everyone

to eat good food, through improved transparency; better
pricing; access and convenience. We aim to create
communities and destinations with a vital footprint.

Beyond compliance
!
Building brand and Business

thank you.

Vitalfootprint 2014