Project Overview
Vegetable & Butcher delivers chef-crafted, nutritionally balanced meal kits to busy Washingtonians. Growth plateaued as national brands crowded the feed. We deployed a full-funnel engine—Facebook, Instagram, Google Search, and high-conversion landing pages—to convert lunchtime scrolling into recurring weekly orders.
Project Goals
Achieve ≥ 500 % revenue lift in two quarters.
Maintain cost-per-acquisition below $40.
Raise 60-day subscriber retention to 70 %.
Dominate local search terms such as “meal kit DC” and “healthy dinner delivery”.
Challenges & Solutions
Price Sensitivity
Value-proof creatives compared cost per serving with grocery trips and highlighted zero-waste packaging to justify premium pricing.
Competitive Landscape
Localized ads featured DC landmarks and a 30-mile delivery pledge, differentiating Vegetable & Butcher from nationwide competitors.
Checkout Friction
Heat-map analysis informed a single-page checkout with Apple Pay / Google Pay, cutting form completion time by 65 %.
Outcome & Impact
Monthly revenue up 540 %; subscriptions grew from 900 to 5 800 in 24 weeks.
Average CPA held at $36, 10 % below target despite rising CPMs.
60-day retention increased to 73 %, halving churn.
Secured the #1 Google position for seven core local keywords and gained coverage in Washingtonian as DC’s go-to healthy meal kit.