Non-subscription recipe box service Soochef has expanded its recipe selection from 18 to 38 choices.
The company, which was founded last year and already delivers 15,000 meals a week, has expanded its menu to fuel its plans for 200% growth over the coming year.
Unlike its competitors in the recipe box sector, Soochef doesn’t require its customers to take out a subscription and they can order as little as one portion of the recipes, which include aubergine katsu curry and seared salmon with salsa verde. Prices depend on the individual recipes and quantity ordered, ranging from £2.67 to £5.49 per portion.
The ingredients can be ordered on any day and delivered to your home in the space of two days - making its turnaround time quicker than rivals HelloFresh and Gousto. Delivery is free for orders of £30 or more, but there is a £5 charge for orders below that threshold.
The recipe selection is also wider than HelloFresh and Gousto, which offer five and 22 weekly recipes respectively. But unlike these services, Soochef only reviews its selection quarterly.
“After analysing the data, we found some customers were so in love with some of the recipes they kept ordering them,” said Aniel Patti-Dhanjal, CEO and founder of Soochef. “So, I thought, why remove them? Instead, every quarter we go through an elimination process and eliminate the bottom end of the recipes and bring in new ones.”
Patti-Dhanjal said the ability to pick and choose recipes, rather than committing to a subscription, had particularly appealed to millennial customers.
“Grocery shopping has always been a really liberal experience. In supermarkets, you can explore and pick what takes your fancy. And then I saw Hello Fresh and Gousto and I felt like, how can you go from such a free way of ordering food to such a rigid subscription service? Why not offer it a way that is flexible?” he said.
“We’ve got customers who started with us a year ago and have started to order more and more and that’s a natural progression.”
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