ButcherBox, an online meat-seller that offers monthly subscriptions, has achieved remarkable success in a competitive and challenging industry. While other food-box startups like Blue Apron and Hello Fresh have seen their stock prices plummet and their customer base shrink, ButcherBox has grown to become one of the largest online meat-sellers in America with $550 million in sales. How did ButcherBox manage to stand out from the crowd and sustain its profitability? Here are some of the key factors that contributed to its success.
A Unique Value Proposition: Free Bacon For Life
One of the most distinctive features of ButcherBox is its iconic promotion: free bacon for life. Customers who sign up for a monthly subscription of $169 get a pack of bacon in every box they receive, along with other cuts of meat such as beef, chicken, pork, and seafood. The bacon is made from heritage-breed pigs, raised without antibiotics or hormones, and cured with no added sugar or nitrates. It is also delicious, according to many customers who rave about it on social media.
ButcherBox founder and CEO Mike Salguero came up with the idea of offering free bacon for life after noticing that bacon was one of the most popular items on his website. He realized that bacon could be a powerful incentive for customers to join and stay with ButcherBox, as well as a way to differentiate his brand from other online meat-sellers. He also calculated that the cost of giving away free bacon was worth it, considering the lifetime value of a loyal customer.
The free bacon promotion has been a huge hit for ButcherBox, attracting thousands of new subscribers and generating millions of dollars in revenue. It has also helped ButcherBox create a strong brand identity and a loyal fan base, who often share their love for the product on social media and refer their friends and family to the service.
A Lean Business Model: Outsourcing Production, Not Owning It
Another key factor that enabled ButcherBox to succeed where other food-box startups failed is its lean business model. Unlike many of its competitors, who invested heavily in building their own supply chains, warehouses, and distribution networks, ButcherBox outsourced most of its production and logistics to third-party partners. This allowed ButcherBox to focus on its core competencies: sourcing high-quality meat from ethical farmers and ranchers, curating boxes based on customer preferences, and marketing its service through social media and word-of-mouth.
By outsourcing production, ButcherBox was able to avoid the high fixed costs and operational challenges that plagued other food-box startups, such as managing inventory, maintaining quality standards, dealing with spoilage and waste, and delivering fresh products on time. By relying on existing infrastructure and expertise, ButcherBox was able to scale up quickly and efficiently, without compromising on quality or customer satisfaction.
By outsourcing production, ButcherBox was also able to achieve greater flexibility and adaptability in its product offerings. For example, when the COVID-19 pandemic disrupted the global meat supply chain in 2020, ButcherBox was able to source alternative products from its network of partners, such as wild-caught salmon from Alaska and grass-fed lamb from Australia. This enabled ButcherBox to meet the increased demand from customers who were looking for convenient and reliable sources of protein during the lockdowns.
A Prudent Financial Strategy: Shunning Venture Capital
A third factor that contributed to ButcherBox’s success is its prudent financial strategy. Unlike most of its competitors, who raised millions of dollars from venture capitalists and spent lavishly on growth and expansion, ButcherBox shunned outside investors and bootstrapped its way to profitability. This stemmed from a bad experience that Salguero had with investors in a previous startup, which left him disillusioned and wary of giving up control over his vision.
By shunning venture capital, ButcherBox was able to avoid the pressure and expectations that often come with external funding. It was able to grow at its own pace, without sacrificing its values or compromising on quality. It was also able to retain more ownership and equity in the company, which benefited both Salguero and his employees. Salguero owns 72% of ButcherBox, while the remaining 28% is distributed among his staff as employee equity.
By shunning venture capital, ButcherBox was also able to achieve profitability from the start, albeit not very high. Last year’s annual Ebitda margin came in at under 5%, which is comparable to the grocery industry average. ButcherBox spends a lot on social media advertising and promotions, which account for up to 20% of its revenue. To keep its costs down, it focuses on targeting former subscribers or visitors who haven’t joined yet, rather than acquiring new customers who are more expensive to enlist.
ButcherBox’s financial strategy has paid off in the long run, as it has built a sustainable and profitable business that can weather any market fluctuations or disruptions. It has also given ButcherBox the freedom and flexibility to pursue its mission of changing the way people eat meat, by supporting ethical and humane farming practices, educating consumers about the benefits of grass-fed and organic meat, and providing convenient and affordable access to high-quality protein.