Metro Menu

Metro Menu is a food delivery service concept that brings fresh and nutritious meals to the commuter’s destination Metro station. As the service is targeted at frequent commuters, loyalty points can be accumulated with each journey to exchange for meals via the Metro Menu.

Who is it for?

The service is primarily targeted at late night shift workers whose irregular working schedules disrupt their mealtimes and their access to fresh nutritious meals. Building on the insight that this group of people tend to make use of journey time to catch up on their errands, the service is designed so commuters can grab meals on the way. The menu changes according to the time of day, serving breakfast in the morning, dinner at night. The service also accommodates to the needs of late night partygoers who face similar issues with access to food in the wee hours.

Why is it valuable?

Late night shift workers are regular commuters who have the potential to be the Metro’s most loyal group of customers. They travel by metro on a daily basis but often do not enjoy doing so, and will opt to use other forms of transport if they can.

By presenting a service that caters to their needs, the Metro conveys that they care about their commuters. At the same time, commuters can utilize their idle waiting time to acquire food, allowing for more free time in the day to spend with their loved ones. This can be a strong value proposition for this group of users to choose the Metro over other forms of transport.

How does it work?

Metro Menu operates 24 hours, but focuses on delivering meals during irregular hours where fresh food is unavailable: 11pm to 6am. Users can choose to subscribe to food delivery on a regular basis or make a one-time order via the Metro Menu app.

Our research shows that it is important to create a partnership between the Metro service and respected catering services as it enhances commuters’ trust in the food delivered and allows for mass food production facilities to be easily set up. The caterers will set up food trucks at key metro stations that are identified to have large numbers of shift workers either working there or passing through on their journeys to and from work, and partygoers on the weekends.

Examples are major employers of shift workers (Lufthavnen), areas where late night office hours are common (Ørestad), and major connecting stations for transfers on long journeys (Nørreport).

The menus will be designed to be fresh, nutritious and easily assembled for delivery on short notice. To be relevant and fresh, the food offerings will be updated by time of day and by season. As Copenhageners are highly conscious of their food and its impact to the environment, the food will be packaged in minimal packaging with information about how the food is produced and how the packaging should be recycled.