Sector(s)
Team Members
Maggi, a subsidiary of Nestlé Deutschland AG, is a well-known manufacturer of soups, seasonings, and other food products. Maggi.de is one of the leading recipe platforms in Germany with over 12 million annual users. Faced with increasing competition and a growing number of similar recipe sites, Maggi wanted to stand out in the crowded online space and reposition themselves, transitioning from a mere recipe platform to a consumer-centric service portal.
The new comprehensive portal provides users with food information, preparation guidance, and a unique feature that seamlessly integrates with supermarket special offers to provide personalised recipe suggestions making use of these local deals.
A comprehensive service portal built with Drupal
Built on the Drupal distribution of Nestlé, Maggi.de has served as a comprehensive, user-friendly service portal since 2019, offering a wealth of culinary information, tips, and suggestions for optimal dish preparation. Maggi continually enhances its services with innovative ideas, addressing the evolving needs of end consumers.
The service portal not only features daily-changing recipes for inspiration but also allows users to download entire weekly meal plans. Users can search for specific recipes based on categories like "low carb" or "cooking with vegetables," and each dish comes with a price reference. Additionally, a magazine section offers inspiration on various aspects of food and its preparation.
Leveraging consumer insights, Maggi remains finely attuned to its audience, delivering exceptional service. As a partner and Drupal expert, our role involves assisting Maggi.de in maintaining, refining, and implementing new features aligned with consumer needs, ensuring the website continually evolves to meet changing requirements.
| Drupal distribution The latest application is linked to the Maggi microservice, acting as the central interface for database access. |
React application On the user side a React application is employed to enhance the search experience and streamline access to the website's content. |
SOLR search SOLR search was introduced to optimise the recipe search, ensuring users can efficiently locate the recipes they seek. |
An promotion finder was implemented, large amounts of data were integrated from the Drotax database, which contains market price information from over 78,000 supermarkets across Germany. This data was then migrated to an internal Maggi microservice to enable the matching between current offers with the extensive list of recipe ingredients.
It's not just about leftovers that are waiting to be utilised in the fridge, but also about new inspiration that end consumers may not even have thought of. Some of our recipe pages under "You can do it with one of these" contain great suggestions and ingredient tips - such as how to use up leftover pointed cabbage. With "LECKER RETTER®", Maggi wants to make a decisive contribution to positive change in the long term!"
Grischa Widmaier, PO Maggi.de
HIGHLIGHTS
Innovative and distinctive features on Maggi.de
Consumer objectives, including minimising food waste, optimising time efficiency, promoting cost awareness, and ensuring convenience through simplicity, are seamlessly integrated into innovation processes and promptly translated into technical implementations. The recent upgrades to the Drupal platform provide an excellent avenue to interact with consumers through the new service portal in a personalised and needs-oriented manner.
LECKER RETTER® - less food waste initiative
The 'LECKER RETTER®' initiative was launched by Maggi in Germany to counteract the 11 million tonnes of food waste that occurs annually. The initiative fights food waste through an interactive chatbot, prompting users to engage through a pop-up window. The chatbot offers useful tips on how to store and creatively repurpose leftover food. "LECKER RETTER®" presents delicious recipes that have been specially developed to transform "leftovers" into tasty dishes.
KiM Chatbot - Your Digital Kitchen Assistant
The KiM chatbot offers over 2,600 recipes and inventive cooking suggestions. Since 2020, engaging with KiM on WhatsApp has allowed consumers to get inspiration for preserving and utilising food with just a few clicks. Alongside focused searches for particular recipes, the service presents two cooking courses tailored for WhatsApp users and the option to receive weekly plans through a subscription feature.
Aktionsfinder - Daily local offers for culinary inspiration
In 2023, Maggi.de introduced a new feature that uses the weekly price variations in local supermarkets across Germany such as EDEKA, Rewe and others. This innovative addition harnesses special deals based on the consumer's location, easing the strain on the household budget. The feature integrates with current promotions and links them to the ingredient lists of recipes stored in the system. This one-of-a-kind service in Germany empowers users to plan their meals in a cost-effective and tasty way.
Awarded for innovation and technology
Recognised as one of the most innovative and technologically advanced projects, "Maggi.de - Drupal extension for a new market positioning" secured a double award at the Splash Awards Germany & Austria 2023.
Back to topMaggi.de was created from Nestlé's Drupal distribution and they were satisfied with Drupal as a solid solution for their successful leading recipe website. In expanding the website to become a full service portal it was a natural choice to continue using Drupal. The modularity, cost-efficient open-source nature, high security standards and integrations with third-party solutions were compelling factors. Hence, Drupal emerged as the ideal choice for Maggi.de.
Technical Specifications
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