The Philippine-based group, which is best known for its cloud kitchen concept Kraver’s Canteen, is harnessing smart kitchen technology and low-waste processes to set its meal plan delivery services apart
“Who’s feeding the people?” This is a question that Victor Lim, the co-founder of Philippine-based food company Kraver’s Group, wants to be the answer to. Lim’s company is best known for its fast-growing cloud kitchen concept, Kraver’s Canteen.
Now, the group has a new venture: meal plan delivery. It has acquired The Six Pack Chef (TSPC), a healthy meal plan delivery service started by Karl Boo and Katherine Campos in 2014.
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“To be honest, the behaviour with meal delivery plans is a little unusual,” admits Lim. “So many people are used to [on-demand delivery]. They go on Grab and buy something [in the moment]. But with TSPC, we have a cut-off time for processing orders. Customers have to order one and a half days in advance.”
“This behaviour takes time to be learned, but once you get used to it, it’s very sticky. In that way, the [healthy food] market is a very specific target but has high retention.”
Kraver’s Group also has its own meal plan delivery service, Krave Daily, which dips into Kraver’s recipe books and differentiates itself from the competition through price point.
“We accessed all the recipes and products that Kraver’s has developed over the years, converted our favourites into the meal plan format and marked prices down to offer a sustainable lifestyle service,” says Lim.
With large hikes over the past year, daily on-demand deliveries have become unsustainable for most budgets. Krave Daily, which offers meals for as low as Php150, aims to address this.
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