Chefs Plate, Canada’s #1 meal kit delivery company, asked Trew Knowledge to cook up a fresh user experience to showcase their story and brand.
Since their launch in 2014, Chefs Plate has been creating meaningful human connections through chef-inspired meals that are easy to create, packed with fresh ingredients, and a pleasure to share. All this while supporting the growth of a sustainable Canadian food system that eliminates food waste and feeds the hungry.
With the help of Trew Knowledge, their already simple and convenient business concept is even more user-friendly with a refreshed desktop and mobile website.
Making Dinner Plans Easier
Chefs Plate made it simple and convenient for Canadians to embrace the “farm to table” concept by partnering with Canadian farmers and suppliers to deliver local, high-quality fresh ingredients right to your door. Chefs Plate is the first and only meal kit delivery company in Canada federally registered by the Canadian Food Inspection Agency. The registration provides customers with the assurance they will receive only high-quality products from Chefs Plate.
Chefs Plate’s commitment to exceptional customer service, their principle of easy-to-use, convenience, and a high-quality standard was a key consideration when providing a solution for their new website design. Trew Knowledge translated Chefs Plate’s vision into a solution that included UX, wireframes, a creative design for the desktop and mobile experiences, and key messaging to tell their inspiring brand story.
“While experiencing hyper-growth of Chefs Plate, working with Trew Knowledge to create an engaging user-experience allowed us to tell our story and vision for building a sustainable food system while also bringing Canadians back to the dinner table.”
– Jamie Shea, Chefs Plate Co-Founder
Restaurant Quality Recipes, Right To Your Door
The Homepage was designed to peak people’s curiosity upon a first arrival to the site, entice their appetite, and send them down a delicious “rabbit hole” to give them a sense of the Chefs Plate customer experience. We were also able to demonstrate how simple the service is to use by outlining exactly how it works, what customers can expect with their first shipment of fresh quality ingredients, and by removing any doubts they may have about Chefs Plate’s eco-friendly recyclable packaging.
Additionally, we showcased a large number of recipe options available week-to-week to increase interest and tempt the palate. Building on Chefs Plate strong Instagram community, we introduced an Instagram feed so individuals who continue to be skeptical may be inspired by others who have shared their Chefs Plate creations — proving you can truly create and share chef-inspired meals at home.
Building a Sustainable Food System for Canadians
The Our Story page was designed to emphasize the “farm to table” concept and Chefs Plate’s partnership with local farmers and suppliers. In this section, we introduced partners that provide the fresh, quality ingredients Chefs Plate sources from Land, Sea, Garden, and Pantry.
Building on Chefs Plate commitment to community involvement, their work with Second Harvest, the largest food rescue organization in Canada, was included to showcase their efforts in reducing food waste. To date, Chefs Plate has provided close to 50K meals to children, adults, and seniors experiencing hunger, while reducing their own food waste to 1%.
Affordable & Flexible Meal Planning
In the Plans & Pricing section, we demonstrate Chefs Plate’s flexible and customizable pricing options which have no short or long-term commitments. Customers may review plans within their budget by choosing the 2-person or Family plans and by toggling between the days of the week they want the service to be delivered to their home.
Reinforcing the notion of convenient delivery, personalized plans with no commitment is critical when building trust with prospective customers. Customers may be skeptical or have questions or concerns about this new concept. For this reason, we introduced frequently asked questions and popular topics curated from real-world customer experiences to create transparency and build positive customer relationships.
Simple, Easy & Fun For Everyone
Lastly, the How It Works section shows how easy it is to get cooking with Chefs Plate. This page outlines the three simple steps — You Choose, We Deliver, You Create. Each step explains the benefits of creating your own chef-inspired meals and demonstrates how Chefs Plate food delivery service makes your life easier while saving you time and money.
And, if skeptics are still not convinced about the meal kit revolution, real-world testimonials from happy Chefs Plate customers provide actual customer experiences that reinforce the value of this growing industry
We are very proud of what we have accomplished with Chefs Plate and look forward to partnering with other socially responsible organizations in the near future.
If this sounds like you, get in touch!