Increase Average Customer Value

When you're running a meal business, growth is key. But how do you ensure that growth is sustainable and profitable?

One important way is by increasing your average customer value—the amount each customer spends with you over time.

There are three core strategies for growing your meal business:

• Finding new customers
• Keeping existing customers
• Increasing how much each customer spends

In this article, we'll dive into the third strategy and explore how you can increase the amount each customer spends, without resorting to gimmicks or negative tactics. We'll focus on providing your customers with more value, enhancing their experience, and making it easier for them to buy more.

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1. Offer Convenient Add-Ons to Your Meals

One of the most effective ways to increase the amount each customer spends is by offering additional items that complement their meals. When done correctly, these add-ons don't just increase your revenue—they make your customers' lives easier and more enjoyable.

Here are a few examples of add-ons you could offer:

• Seasonal Drinks — A fresh fruit juice or a vegetable juice with breakfast
• Buttermilk or Smoothies — Perfect for a refreshing lunch side
• Healthy Snacks — A smoothie bowl or granola bar for an afternoon boost

The beauty of these add-ons is that they require minimal additional effort. Since you're already making meals, creating and delivering these items is a small step that could significantly increase your average order value.

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2. Introduce Daily Specials and Limited-Time Offers

People love variety, and the opportunity to indulge in something special can make a big difference in their purchasing behaviour. By offering daily specials or limited-time items, you can tap into your customers' desire for something new and exciting.

How to Create Daily Specials:

• Desserts on Wednesdays and Fridays — Customers love a sweet treat on select days
• Limited-Time Snacks — Offer something seasonal, like a fruit salad in summer or hearty soup in winter

These specials keep things fresh, and the "limited-time" factor creates urgency—customers are more likely to try something new if they know it's only available for a short time.

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3. Upselling with Healthy Add-Ons

This goes hand-in-hand with offering add-ons, but it's more targeted. Upselling is about offering healthy, value-packed options that enhance your customers' health goals.

• Offer salads, fruit bowls, or smoothies alongside their regular meal
• Create a "meal upgrade" option—a more filling version with extra veggies, protein, or a side

By offering these meal upgrades, you're giving your customers more variety and convenience, which increases their overall spend.

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4. Use Smart Subscription Tiers

Subscription models work well in the meal business, as they ensure repeat purchases. However, you can increase the average spend by introducing tiered subscription plans that offer different benefits and pricing.

Example Subscription Plans:

Offer multiple tiers in your meal subscriptions. A customer could start with a basic plan (e.g., lunch only), then upgrade to a premium plan (e.g., lunch + dinner + snacks). Or, offer additional perks such as:

• Priority Delivery
• Free Add-ons (e.g., free dessert on weekends)
• Exclusive Meal Options

These incentives make customers more likely to upgrade to a higher tier, increasing the average amount they spend monthly.

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5. Create Special Occasion Meal Packs

Customers love to treat themselves, especially on special occasions. Why not capitalize on that by offering meal packs for special events?

• Birthdays
• Holiday meals (e.g., New Year's Eve dinner packs, Christmas specials)
• Family meals

These meal packs are easy to promote, and they allow customers to buy more for special occasions. Plus, it's a way to upsell without being pushy—people love to spend on things that help them celebrate!

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6. Automate and Personalize the Experience with Technology

One of the most powerful tools for increasing average customer value is leveraging technology to offer a personalized experience.

• Automated Recommendations — Track customer preferences and recommend additional items based on past orders
• Customized Offers — Send personalized discounts to customers inclined to purchase additional items

By integrating smart technology, you can simplify this process and offer recommendations that feel intuitive and helpful to the customer.

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Offering More Value Leads to More Revenue

Increasing the amount your customer spends doesn't have to be complicated. By adding more value, offering thoughtful options, and making things easier, you can naturally grow your average order size.

Small changes like add-ons, daily specials, or special packs can make a big difference—delighting customers and driving more revenue.