Anyone who’s lived in London knows very well that the city is home to an eclectic food scene that reflects its multicultural social fabric. On the flip side, more than half of London’s adult population is classed as overweight or obese. Even the Mayor of London points out that many Londoners, especially those working late or on the night-shift, still find it incredibly hard to find healthy meals that suit their individual nutrition needs.
Enter Nutrifix, a one-man startup founded by Londoner Joel Burgess, with the mission of providing users suitable meal recommendations from restaurants in their vicinity. The idea sounds simple enough: Users provide some basic information about themselves at sign up, and the app uses this information to recommend nearby restaurants which serve food that matches the user’s nutrition requirements.
But there was one problem. As a lone founder, Burgess lacked the technical skills necessary to build an MVP, let alone a fully fledged app.
An MVP matures into an app
Ever the resourceful entrepreneur, Burgess had already put together a database that contained the nutrition data of all dishes sold by a number of major restaurant chains in London. All that was left to do was to build an MVP. But, as efforts to work with a team of freelancers in the UK yielded nothing but frustration for Burgess, we stepped in to help after being introduced through a mutual friend.
With MVP in hand, Nutrifix gained acceptance into Just Eat’s first food tech accelerator programme, and went on to raise nearly £200K on Crowdcube. This early success also helped the startup get noticed by popular media outlets such as Forbes, Women’s Health, The Investment Observer, and the EliteBusiness magazine.
From B2C to B2B
Nutrifix is now attempting to parlay its success in the consumer space into the corporate sector, by providing companies with a virtual staff canteen. Through it, employees will be provided a personalised weekly meal plan from local restaurants, which they can then order for collection or delivery. Progress thus far has been very encouraging, and Nutrifix is well on its way to become a major player in the UK’s £28 billion convenience food market.