The F&B group started a healthy subscription in the middle of Covid-19 – Health Guild News


In 2017, Vulcan Post presented a self-produced F&B group Creative dining rooms. He runs several popular restaurants with different cuisines, including Bangkok Jam, Siam Kitchen and Suki-Ya, among others.

Founded by Anthony Wong in 1992, Creative Eateries first started with Hot Stones Steak and Seafood Restaurant.

While Wong continues to serve as CEO, his two daughters, Bonnie and Bernadette, have joined the family business.

Bonnie joined Creative Eateries in 2013, where she juggled various roles, including finance manager and marketing manager. Today he leads the group as Chief Operating Officer (COO), overseeing the business in Singapore and regionally.

Beyond the gastronomic concepts, Creative Eateries has expanded to offer catering services and, more recently, a subscription service to healthy meals.

Covid-19 pushed for the launch of this new service

Image credit: PrepBox

PrepBox is a food preparation brand managed by the group, which was conceptualized during the “circuit breaker” last year.

During this period, Bonnie felt that there was greater acceptance of food delivery and subscription options among consumers.

“While Covid-19 has changed many parts of our business, it also offers us opportunities to do things differently, as customers are now open to consuming differently. We thought there was no better time to launch PrepBox, ”he said.

In addition, the 32-year-old observed some emerging trends that could help drive the success of the meal subscription service.

First, there are more people concerned about their physical well-being and healthy eating. Second, consumers are increasingly open to meals and ready-to-eat meals. Finally, as more people work from home, they opt for trouble-free meals.

With more people working from home, we see an increased demand for meal subscriptions, especially when eating out was not allowed indoors.

Many customers (too) shared with us that PrepBox meals were perfect as they may not have time to cook for themselves and the family and with these easily available meals in the fridge it was a little less than the worried.

– Bonnie Wong, director of creative operations

Leveraging the existing capabilities of Creative Eateries and the central kitchen, PrepBox’s purpose was to help customers plan meals without having to worry about nutrition and preparation.

Enjoy healthy meals without the hassle of preparing them

During the initial launch, PrepBox was designed for people who are simply looking for healthy, hassle-free foods.

We found that although clients did not have any active weight goals, they preferred greater flexibility and selection, while clients with specific health goals were much more engaging.

– Bonnie Wong, director of creative operations

preparation box
Image credit: PrepBox

For this reason, PrepBox has presented three different dietary options: signature, low in calories and friendly with keto, to meet various weight and health goals.

Each meal has an average of between 430kcal and 550kcal, with a balanced percentage assigned to macronutrients: carbohydrates, proteins and fats.

They worked with certified nutritionists to reduce the calorie count for their keto-compatible meals and added a low-calorie menu specifically for people who controlled their daily calorie intake.

Meals are cooked slowly and cooked slowly to preserve nutrition and increase tenderness while keeping them tasty.

Bonnie added that during the preparation and sealing process, her meals are also cooled glass-proof. Oxygen is removed and replaced by non-reactive gases to ensure the freshness of meals.

They are then cooled before being delivered directly to your front door all at once over the weekend.

preparation box
Image credit: PrepBox

Subscribers can choose meals that include options of five, seven and 10 meals a week, starting at US $ 13 per box. They can plan meals up to four weeks in advance without any commitment period and an expense of 0 S $.

Meals can be kept for up to seven days from the delivery date, so you can be free to take them at any time of the week; you just need to heat it in the microwave or steam it when you want to dig into it.

The menus change weekly and offer a variety of different cuisines, including baked chicken dishes Tikka Masala, Udon Seafood Pepper Crab, Gochujang Baked Salmon with Balinese Grilled Chicken, Hungarian Beef Goulash and Thai Khra Pow , all in one week.

Challenges to launch a new brand

Knowing a new brand is always a challenge and much more for an online brand without a physical presence. During the soft launch, we worked closely with groups of gym fans who had expressed interest.

We worked to improve our operating process for a month before releasing the product. Today we continue to work with our gym partners and personal trainer to get the word out.

– Bonnie Wong, director of creative operations

Commenting on this association, Bonnie reasoned that weight loss is about combining diet and exercise.

PrepBox can complement exercise plans to help you achieve your desired physical goals. Through this partnership, Creative Eateries also obtained data to better understand its clientele and adjusted meals accordingly.

preparation box
Image credit: PrepBox

In addition, after the first week of subscription, Creative Eateries made a point to reach its consumers for information on what they like and areas for improvement.

They received favorable responses, and many praised the delight and comfort provided by their service.

In her next phase, Bonnie shared that they plan to launch a physical market to provide even more flexibility to customers.

To date, PrepBox has more than 300 subscribers and has shipped more than 1,300 meals across the island during the first month of creation.

It thrives on the F&B scene

Bonnie agrees that the F&B scene in Singapore is very competitive. Regardless, it will continue to thrive, although brand cycles will be shortened.

Brands will also need to bring new products to market more quickly with less resources. While it will continue to be more difficult, it remains a market in which we want to participate.

We must constantly think about how we can help each client achieve their goals, while streamlining the process in the background.

– Bonnie Wong, director of creative operations

Sharing future business plans, PrepBox wants to launch a marketplace that offers ready-to-cook meals as a complementary option for existing subscribers.

They also want to target a new group of customers looking for a longer shelf life from prepared items or protein-rich foods for bodybuilding.

Featured Image Credit: SMU / PrepBox

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