How to Grow eat.fit?

Cult.fit's food delivery service, eat.fit, was contributing ~30% of company revenue before COVID. The pandemic hit it hard. As recovery builds, the question is: what does growth look like from here?

The Core Job-to-be-Done

A user wants to be fit and also eat affordable, tasty, healthy food. Those goals are in tension with each other in the current market — and eat.fit's opportunity is resolving that tension.

Current Design Problems

eat.fit has poor visibility within the Cult.fit app. It's buried under "Explore Wellness" while fitness classes dominate the homepage. The landing page surfaces high-margin items like pizza during breakfast hours — suggesting profit-driven placement rather than user-centric curation.

Proposed Solutions

Time-filtered menus: Show breakfast items (fruit oats, smoothies, pulao) at breakfast hours, not pizza. Basic, but it's not happening.

Dietician integration: Offer eat.fit vouchers with Cult.fit dietician consultations. Build meal planning natively into the app. The user who's already paying for fitness coaching is the perfect eat.fit customer.

Ecosystem positioning: eat.fit should be positioned as integral to Cult.fit's "making health easy" philosophy — not a side product.

Growth Framework

Revenue Growth = Order Growth × Ticket Size Expansion

Order Growth: New cities, category expansion (protein shakes, regional cuisines, healthy indulgences), Whole.fit grocery integration, subscription meal models, dietician referrals and partnerships.

Ticket Size: Premium meal upselling, A/B testing on price points, low-cost add-ons (extra protein, fruit).

The positioning play: eat.fit as the healthy alternative to McDonald's. The product that makes it easy to eat well consistently, not just occasionally.