Every Plate faced a critical challenge: the cost barrier deterred families from using meal delivery kits beyond the introductory offers. To stay competitive, they needed a new angle, one that highlighted the kit's value rather than just competing on price.

The journey began with a strategic pivot—diving into an underexplored customer base. Through granular market segmentation, Every Plate discovered a golden opportunity: the underserved residents of smaller cities, towns, and food deserts. Grounded in insights from the Food Access Research Atlas and reinforced by hands-on community engagement, we mapped out the meal delivery landscape, identifying hyper-specific segments hungering for better food access.

How could we link time savings and cost-effectiveness for families on tight budgets? was the key question that drove our research. We dug into the spending habits of average families outside to find our answer. The revelation led to a promotional overhaul; we tailored Every Plate’s marketing to spotlight the stark contrast between their convenient service and the inaccessibility of local grocery options.

In short, Every Plate didn't just adapt their message; they revolutionized their approach to truly serve the community, positioning themselves as an example of convenience and affordability in the meal delivery sector.

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