How to grow eat.fit?
Cult.fit has seen a huge decline in its food business(i.e. eat.fit) past year due to covid. Pre-corona it was estimated that eat.fit use to account for 30% of Cult.fit’s revenue.
Since the corona cases are decreasing now, eat.fit is picking up its growth.
Why would a user order from eat.fit?
Jobs to be done: As a user, I want to be fit and also get to eat affordable, tasty, and healthy food.
Current Design and user flow
First Impression of current design flow:
- I was able to find “Food Delivery” when I scrolled under “Explore Wellness” on the homepage. Food or eat.fit isn’t given a prominent CTA (it’s not there on the landing page) and the major focus is being given to “Cult class”, “live class” and “Lab tests”. I am assuming online food delivery on cult isn’t a hot choice nowadays or it’s a strategy which is why the app isn’t going hard on selling it.
- Inside the “EAT FIT” landing page. We can see around 30% of the screen is covered with the product “Masala Idli”, 30% is covered with tabs & options and the rest 40% is covered with “Pizza”. Having “Pizza” at 6 AM on the breakfast menu isn’t the best food item to maximize the conversion. Due to the COVID crisis eat.fit has been running in losses as the user demand fell. So, I am assuming eat.fit is showcasing food items with more profit margins i.e. “Pizza”,” Masala Idli” on their landing page to maintain the costs or they simply need to come up with a better recommendation engine for the landing page.
What would I do instead?
- Redesign eat.fit landing page with more diverse popular food choices filtered by time of day. That means in the breakfast menu, the landing page can have something like fruit oats, fruit bowls, low-calorie smoothies, and pulao. I would run multiple cohorts to understand the most optimal strategy for the food menu.
- When users buy a Dietician session, I would offer coupons for eat.fit food items (rather than current Flipkart ones). I would also educate dieticians about eat.fit food items so they refer users back to the app. eat.fit controls hygiene and tracks food calorie consumption. Hence, it is the easiest way to help users maintain their diet.
- An ideal experience for “making health easy” (a core value of cult.fit) will include an integrated network of services to help keep the user’s healthy.
Ideal User Journey
Shreya, recently joined cult.fit since she wanted to lose 6 kgs of weight for her brother’s wedding in 2 months. She goes to cult.fit classes for a week. But when she reaches home everyday she gets too fatigued. Rather than cooking, she decides to order food from eat.fit or Swiggy depending on her mood. The next week when she tells her trainer she is not losing any weight, her trainer asks her to have a session with a dietician. Being a little skeptical about whether the session will be worth the money she checks out the session plan and notices that there is a free food voucher for eat.fit which makes the session seem less expensive, so she takes the session.
The dietician listens and answers all Shreya’s queries. The dietician also creates a daily meals plan in the eat.fit app for tracking Shreya’s calorie intake. Due to the free voucher and guidance from the dietician about meals, Shreya knows what she will eat everyday post-workout.
Within a week she is able to see her weight reducing. Next time when she talks to her trainer, he suggests that she should try new programs like dancing, power yoga, running, and football so she can target different body parts and explore the cult experience. This way she is more engaged.
After 2 months she is able to lose 6 kgs as planned, gain new friends, and have a healthier lifestyle. After her brother’s wedding, she continues back cult since she missed her friends and the experience cult made her feel.
How to grow the eat.fit business side?
I would always try to position eat.fit against the best fast food chains and stores, so I can have the largest impact in terms of providing a healthy lifestyle at an affordable rate to my customers.
So, how can eat.fit be the next McDonalds?
Revenue growth = Order Growth * Ticket size expansion
Order Growth = Market Expansion * Category expansion * Use Case Expansion * Top of funnel improvement * product funnel conversion * user funnel conversion
Ticket size expansion = up sell * pricing experiment * more fees
Market Expansion = expansion in city/countries
- Increasing urban/suburban serviceable areas in existing cities.
- Reopening cities (which were closed post covid)
- New cities/countries with cult/fitness enthusiasts.
Category expansion = more categories in existing cities for food
- Special protein shakes/smoothies (hardcore workout enthusiast)
- More food ranges continental/french/chinese/vegan (diverse choices)
- 1 or 2 dishes stand out in the market. (which benchmarks eat. fit for good taste)
- Cheat day dishes (something healthy and extra appetizing)
- Boiled eggs/chicken breasts/vegan protein
Expanding whole.fit:
- Milk/Cereal/Cookies/Jam
- Health Supplements
- Meat/Eggs
- Sauces/Snacks
Use case expansion = new user cases
- Subscription meals (weekly/monthly meals)
- Multi-course meals (breakfast, lunch, dinner)
Top of funnel improvement = how to get more customers to eat.fit homepage
- Ads/media/ post about new food ranges.
- Getting more leads from dieticians and cult.fit.
- More vouchers combined with health supplements.
- Referral program for subscription meals. (like get your roommate to join and both get 500 Rs off)
- Family program for super cheap deals (3+ meals at a time order for weekly/monthly) (Pushing for bulk order and reducing the prices)
- In cafe subscriptions → higher traffic (we can give lower prices from money saved on delivery charges)
- Partnerships with other gyms & athletic centers to provide food. (mass food order system)
- Optimizing targeted email and push notification adopters
Product Funnel Conversion= how to retain more customers in the funnel
- Voucher with different services for adoption/retention of targeted users.
- Optimizing for better conversion for each step.
User Funnel Conversion = how to improve % of power users
- Better targeted vouchers for new segments.
- Better retargeting with emails.
Ticket size expansion = upsell * pricing experiment * more fees
- Upsell → New meal plans to sell users premium quality food.
- Pricing experiment → A/B testing pricing with 99/119/X Rs tag see the interest.
- More fees → Relatively cheap add ons for more eggs/chicken/fruits.
Fin:
I am writing product critiques/growth hacks to improve my product sense. If you have suggestions please feel free to comment or DM me.
