Giới thiệu
HelloFresh là meal kit #1 thế giới, thành lập 2011 (Germany). Listed Frankfurt Stock Exchange, 7.2M active customers, 1B+ meals delivered, $8B revenue/năm. Mô hình: subscription $8-12/serving, 30+ recipes/week, 3 box sizes (2/4/6 servings). Upsells: protein upgrades, desserts, wine. Global: US, UK, DE, AU, Canada, NL.
Case Study
Customer Family Box: 4 servings x 3 recipes/week = $90, save 2 hours grocery shopping, variety meals. HelloFresh CAC $50, LTV $400, retention 6 months average. COVID boost: revenue +111% (2020). Kết quả: 7.2M customers, $8B revenue, market leader.