Growth Hacks: Mindful Chef on the art of going with it
Opting for a growth market, nailing the core proposition and focusing on creative optimisation have proved to be the foundation of success for Mindful Chef, explains co-founder and CMO Giles Humphries.
The Mindful Chef backstory is a classic startup tale of three friends pooling resources, working seven days a week and filling orders from a spare bedroom. Overseeing steady progress over the months and years, successful funding drives in 2016 and 2017 helped propel the business forward.
Now, as co-founder and CMO Giles Humphries puts it, the company is “very busy, but in a good way”. The social restrictions introduced over the past year have certainly given Mindful Chef and other similar food delivery services a significant boost but, as he points out, the brand was enjoying impressive growth before Covid struck.
In November last year, Nestlé bought a majority stake in the company for an undisclosed sum. Mindful Chef sales hit £53m in 2020, with Humphries confident they’re on course to reach £100m this year. A recent brand refresh, working with agency Ragged Edge and a first integrated campaign, including a debut television ad, points to another busy 12 months.
“We’ve really gone after it,” laughs Humphries.
