Welcome discount
Acquisition
Based on the fact that large discounts on first orders from food delivery services significantly increase the likelihood of a first purchase and lower the barrier to entry.
We decided to offer new users a 25% discount on their first order of ready-made meals.
We will be right when the conversion of new users to their first order increases by at least 30%, and the share of those who place a second order within two weeks exceeds 20%.
Taste Rating
Activation
Based on the fact that users pay attention to reviews when choosing meal plans.
We decided to create the ability to add comments and rate meal plans.
We will know that this is a success when the conversion rate from viewing to adding to cart increases by 20%.
Mini Meal Plan
Activation
Based on the fact that people enjoy the flexibility of buying smaller portions or trying meals “for one occasion,”
We decided to let users order 1–2 dishes instead of a full-day meal plan to lower the entry barrier and make it easier to try the service.
We will be right when we see an increase in first-time orders consisting of 1–2 dishes.
Family Profiles
Retention
Based on the fact that 49% of Silpo users are women who take care of the whole family
We decided to create the ability to create profiles for family members with their food preferences and dietary needs in the diet settings.
We will know that this is a success when we increase the average check by 10-15%.
Fun Plates
Activation → Retention
Based on the fact that children are often less interested in healthy food and that playful presentation increases their willingness to try new dishes,
We decided to create a special line of kids’ meals designed as cute, funny creatures (for example, using tomatoes as eyes or avocado as ears).
We will be right when family orders grow by 15% and repeat orders from families with kids rise by 20%.
Free Customization
Activation → Retention
Based on the fact that personalization without additional charges is a must-have
We decided to allow ingredients and dishes to be substituted free of charge.
We will be right when repeat orders increase by 10%, customization adoption exceeds 40%, and NPS rises by 10 points.
Quick Personalizer
Activation → Retention
Based on the fact that users want to feel understood and in control of their meal choices (as revealed during interviews)
We decided to add a “Quick Personalizer” that lets users specify allergies, taste preferences, and calorie goals.
We will be right when the completion rate of onboarding increases by 20%, and post-purchase NPS is at least 10 points higher compared to users who skipped personalization.
Chef QR
Activation → Retention
Based on users’ distrust of ready-made meal quality and their need for transparency and emotional connection
We decided to add a QR code on each box showing ingredient origins, product quality, and a friendly chef confirming allergen safety.
We will be right when user trust and NPS increase, and concerns about meal safety decrease, indicating stronger emotional engagement and lower cognitive load.
All-in Payments
Retention
Based on the fact that flexible payment options signal good service
We decided to let users specify the bill they’ll pay with when choosing cash payment, so couriers can prepare change in advance.
We’ll be right when the conversion rate at the payment stage increases by 15% and payment-related drop-offs decrease.
Combo Cart
Revenue
Based on the fact that users often buy groceries and ready meals together
We decided to let them combine both in one cart.
We’ll be right when the average order value and repeat purchase rate increase.
Gift for a Friend
Referral
Based on the fact that referral incentives increase engagement and lower acquisition costs
We decided to et users who spend over ₴1999 choose a gift to send to a friend.
We’ll be right when the referral conversion rate and repeat purchase rate grow by at least 10–15%, while CAC remains stable or decreases.
