business news in context, analysis with attitude

With brief, occasional, italicized and sometimes gratuitous commentary…

•  Schwan’s Home Delivery, which has had pretty much the same operating model for some seven decades, has announced that it is rebranding the business as Yelloh!, and is working with Amazon Web Services to upgrade the technology behind the offering.

The company says that it now will be using texts and emails to notify existing customers when a Yelloh! truck is in their neighborhood, giving them the option to place an order or request that the truck visit their home or office.

First of all, I think that "Yelloh!" is a dumb name.  It doesn't say anything about the products or the service.  I also am not sure I have a lot of confidence in Schwan's ability to deliver on the premise - they've been contemplating this sort of move for years, and have been really slow to execute and implement.