Allergies shouldn't prevent families from eating together
When Josh had a sudden allergic reaction to one of his favorite dishes and Monita’s dad was diagnosed with diabetes, they needed to drastically change their diets. We saw them lose the ability to enjoy our favorite Asian cultural connections around the family table.
So Monita set out to test hundreds of recipes that she could serve to the family on the same table without compromising taste.
As we tested out recipes, we saw that Monita's dad and Josh weren’t alone — so many people faced the same situation.
That’s why we founded Happy Tummy.
Asian takeout-style meal delivery that makes your tummy happy
Same great taste.
The amazing, un-compromised tastes of your favorite Asian dishes.
Made with only high quality ingredients.
We source organic ingredients where possible with all ingredients non-GMO. We work hard to make sure there are no additives in any ingredients. And we transparently source our ingredients by working with suppliers to verify there are no allergens (gluten, nuts, peanuts, and shellfish) at any point in the production process.
Tummy friendly recipes.
All of our recipes are 100% free from gluten, dairy, nuts, peanuts and shellfish. And we have lots of options that are paleo, vegan, no added sugar, and low sodium friendly.
Convenient ordering & delivery
#1 Order online from our everyday favorites and rotating specials.
#2 We’ll make the dish to order and flash chill it.
#3 Then we deliver it to you ready to heat in a reusable bag (just leave it out for pickup with your next order).
Good for you and the planet
We’ve planned and built to minimize our environmental impact. All our meals are made to order to cut down on food waste. We deliver each order in a reusable bag with reusable/recyclable ice packs. And all of our dishes are packed in 100% compostable containers (including the lids!) — so ideally there is nothing for the trash bag.
Over 2500 dishes delivered and $40k in revenue since Dec 2020 soft launch
The response to our soft launch has been overwhelmingly positive. At peak production capacity of 2 delivery days per week and a limited delivery radius, we were able to grow customer demand month on month. Our average customer retention through 2021 is 61%, signifying strong product market fit and customer loyalty. And we have hundreds of people on our waiting list for future deliveries.
Primary customer acquisition channels have been word of mouth, organic social media, & paid social media advertising. We used paid social advertising early on to benchmark customer acquisition costs and prove future growth potential.
We’ve maintained these even at lower production levels during the transition to a new kitchen.
61% Rebuy Rate
We’ve developed an incredibly supportive and loyal community of followers that truly believe in our mission, and their buying habits show this with a 61% average rebuy rate.
These customers are typically health minded busy professionals and families, ages 25-65, with a higher household income, that crave great taste and a connection between their food and their wellbeing.
Tummy Friendly Asian Dishes Delivered Ready to Heat
Through our one facility, we can currently deliver to Manhattan, Brooklyn, and Queens. And we’re working to expand to the surrounding areas once we open our new larger kitchen space.
With our hub and spoke model, we can reach new markets quickly by producing quality base ingredients in our central facility, and shipping these to each new kitchen location. Centralized sourcing, ordering, marketing and customer service will allow each location to focus on production for daily orders. This allows each kitchen to serve more meals with a smaller footprint and cost.
$70B Market & 53M Potential Customers
We sit at the nexus of two key market segments: prepared meal delivery which is slated to grow to $51 billion by 2025 and the $19 billion allergen-free food market. As we expand into 10 new markets over the next 3 years, we will reach 40 million gluten-free consumers and 13 million allergen-free consumers.
These markets are largely untapped when it comes to Asian cuisine, and present a unique opportunity for expansion.
Same great taste, safe for people with allergies and diet restrictions
Consumers are tired of hoping that restaurants get their orders right or sacrificing that same great taste for something that makes the tummy happy.
By crafting dishes with the same great taste people know and love while prioritizing transparent and high quality ingredients, recipes that are tummy friendly, and a solid understanding of health concerns, we have crafted a unique value proposition. Customers are overwhelmingly relieved when they find us. This has helped us to build a solid, loyal community.
We are here for our tummies, our taste buds, and our planet
Freshly made dishes with high quality transparently sourced ingredients that are free from gluten, nuts, peanuts, and other allergens and additives
Crafting that same great taste that everyone has come to love
No waste with prepared to order meals and environmentally friendly, reusable/recyclable packaging
Where we go from here
We believe in fresh food that's local. We see a demand that will allow us to scale to 15,000 annual direct to consumer orders per location.
We aim to open 8-10 locations within 3 years, while increasing menu options to also include sauces and other frozen products. And we'll work to establish partnerships with grocery stores to offer options for grab and go.
You can help us reach more people in need
We're now raising up to $275,000 to fund expansion. We've maxed out our current kitchen capacity at ~$6K monthly revenue across two weekly delivery days. Our new facility will increase production capacity to 6 days a week with a potential monthly revenue of $120K, while expanding our delivery radius. We have personally invested $50,000 to date.
Your investment will go directly to:
New kitchen space and equipment
Dedicated delivery trucks to increase delivery radius
Customized order platform for easier ordering
Expanded marketing to scale growth faster
Once we've expanded to other communities, we expect to be acquired by a larger food organization to bring healthy Asian options nationwide.
We’ve lived this, we need this, & that’s why we’re doing this
Monita has years of experience bringing new products to market, and testing and building out new recipes. Josh has years of startup experience with a successful exit. Together, we bring the passion and know-how to make this solution a reality.