Muscle Meals Direct wanted to optimise their menu offerings but needed to make sure that they maintained the correct quantities of calories, protein, carbohydrates, fat, sugar and sodium for the different meal sizes and formats that were expected by their customers. In addition to meeting these nutritional and dietary requirements the menu needed to offer diversity, so customers wouldn’t get sick of their food, and allow for customised requirements, such as having fish with omega 3 at least once a week.
After several internal menu iterations the decision was made to engage the services of a professional to create a model that identified all possible candidate menu combinations and then to rank these based on numerous criteria such as type of ingredients, cost, cooking shrinkage factors.
A revamped menu with a larger number of choices for customers resulting in higher take-up and improved customer retention. Per meal costs were reduced which increased profit margins.