How Every® Doubled Retention by Going Subscription-Only

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Casimir Rob, Founder and Managing Director of every®, a plant-based frozen meal subscription service. Launched at the beginning of the pandemic in March 2020, every® has evolved from an emergency meal solution to a transformative subscription service helping busy professionals maintain healthy eating habits. Through their journey, Casimir shares how they've doubled customer retention, dramatically expanded lifetime value, and successfully shifted to a subscription-only model despite initial conversion challenges. Their focus on high-quality flash-frozen plant-based meals bridges the gap between convenience and nutrition, targeting time-strapped professionals who want to prioritize their health without sacrificing quality or time.

Topics Discussed:

• Transitioning from a hybrid purchase model to subscription-only business

• Developing brand messaging that resonates with long-term subscribers

• Optimizing customer acquisition for subscription models

• Building and leveraging word-of-mouth marketing (30%+ of new customers)

• Balancing quality, convenience, and nutrition in product development

• Managing the educational challenge of marketing frozen food as premium

• Testing and optimizing subscription offers and funnels

• Implementing AI tools to enhance marketing efficiency