The backstory
Over a year ago, Fresh Fitness Food (FFF), introduced its web platform to the market. Now, FFF is kicking off 2021 with a brand new mobile app, live and ready to download!
For those unfamiliar with the brand, FFF Fresh Fitness Food (FFF) combines precision nutrition with convenience, by offering individualized meals, cooked, and delivered to your door, daily. In a market brimming with generic healthy meal providers, what sets FFF apart is its ability to individually tailor meals to every customer, taking into account their nutritional needs, health goals, allergies, and food preferences. Selecting appropriate meals per customer, then preparing and sizing them to suit individual nutritional requirements is daunting enough – but to do this at scale, particularly at the scale at which FFF operates at, is extremely complex. Currently, FFF delivers more than 70,000 meals per month in London and the suburbs.
This is largely made possible through the end-to-end web platform that Calcey developed for FFF to manage its entire business. This mini-ERP manages FFF’s complete workflow from customer sign-up and automates meal planning to ensure that users receive the exact nutrition they need each day. It even helps FFF manage cooking manifests and deliveries. Upon launching the solution FFF realized an immediate 14% improvement in gross margins.
The FFF mobile app
FFF’s mobile app is not a simple extension of this web solution, providing another interface for busy customers to reschedule their deliveries. Of course, it offers these capabilities to current FFF customers, but it also offers a whole lot more, essentially a ‘complete fitness center in your pocket’ for any user. If improving your fitness is on your new year’s resolution list this is the app you can’t do without. It offers;
Calorie tracking
Understanding the exact nutrients in a broad range of food items is the foundation of FFF’s business model. The mobile app is integrated with the leading food databases in the world – cataloging nutritional data for millions of food items and FFF’s team of nutrition experts are constantly validating and increasing the accuracy of these measurements.
Activity tracking
The app can be connected with Apple Health and Fitbits to seamlessly track daily activity levels.
Meal plan and recipes
As the app knows the exact calories you’ve had so far in the day, how active you’ve been, plus your health goals (e.g.: gaining muscle, losing fat) it’s better placed than anyone to recommend what’s optimal for your next meal. It does exactly this and provides recipes as well!
Guided workouts
The app has a complete section dedicated to guided workouts by top trainers. As a bonus, on the days you workout, the app will adjust your daily caloric expenditure accordingly and perhaps let you fit in that sweet treat, without letting you get derailed from your overall plan.
The holy grail of nutrition
What does all this mean for current FFF customers? In a nutshell, now they have access to the holy grail of nutrition. Imagine, you had a personal chef (and nutritionist) that tracked all your snacks and your activity level on a daily basis and adjusted your main meals in real-time to still keep you on track with your health goals. With the new mobile app, this is what the FFF’s customers now experience.
Changing the game and going international
If you’ve read so far you would have understood how this mobile app dramatically increases the value of FFF’s service to its existing customers. But what’s more, it will attract a completely new set of users drawn by its calorie and activity-tracking capabilities, guided workouts and healthy meal plans. In short, exactly the type of folk who will find FFF’s service quite valuable. Attracting your target audience by providing them with great value – we can get behind that marketing strategy!
Scaling any business worldwide is tough. Tech businesses find it easier because releasing an app for a new market is less risky and requires less investment than putting up physical infrastructure, creating delivery fleets, etc. This mobile app marks FFF’s transition from a click-and-mortar operation to a tech business. Today it can launch its app in any city and assess the interest level around its core ethos of healthy living and directly engage the people with this mindset. The core IP it’s created by its digital properties is scalable and franchisable worldwide.
Want to plan out a similarly transformative journey for your business? Get in touch and we’d be happy to help.
