Delicious – gourmet meal delivery service, based out of Abu Dhabi and founded by Mr. R. Narayanan.
A gourmet food delivery service that offers delicious premade/heat-and-eat meals that is growing rapidly. Customers can choose from meal plans, meal subscriptions, meal bundles, and individual one-time meals. Delicious offers fusion and world cuisine and can cater to special dietary requirements as well.
Delicious has a simple promise: great-tasting healthy food, quality ingredients, competitive prices, and convenience. Their prices are the most economical in the market for their segment.
How? Because they follow a staggered delivery model: they don’t deliver every day or on a per-order basis. Delicious takes pre-orders and fulfills their orders on Tuesdays and Fridays, in batches, in sealed individual packages that are freezer and microwave-friendly.
Their competitors, on the other hand, deliver on a daily basis – eating into costs. Streamlining orders and delivery allows Delicious to source premium ingredients and work with experienced chefs, with economical pricing for the customer.
The food is fresh, tastes great, plated well, packaged well, and customers love their meals. Most customers who switched to Delicious from their old meal plan services cited the following reasons:
→ Their old meal plans were expensive and not as tasty.
→ Other meal plan services in the market that offer great taste and quality are too expensive.
With an extensive menu and affordable meals, it’s easy to see that Delicious has cracked both product and pricing. Delicious is also on top of their customer service game: the experienced team calls every new customer to understand their ordering and meal experience, and if a customer is not satisfied, the team accommodates customisations in their orders at no extra cost.
Lowering lead gen and customer acquisition costs.
At present, the founder and his team are aware that most of their growth is fuelled by Facebook and Google Ads. Roughly 20% of their monthly revenue is spent on ads. A bulk of their new customers have been acquired through these channels – but on days when the ads don’t perform well, sales take a hit.
So Delicious, while well-received by those who try it, is yet to gain any viral success or recognition which means there are just as many people who don’t know about the brand.
The upGrowth Challenge: Fuelling Business Growth for a UAE Food Biz
Increase MOM revenue by 25%. (Their current revenue per month is 200,000 AED.)
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