This year, Prep Kitchen celebrated its tenth birthday. This seemed like a natural milestone for us to take a beat and reflect on how far we’ve come, and to understand the secret of our incredible success. We decided to ask thousands of Prep Kitchen subscribers to tell us why they had chosen Prep Kitchen to be a part of their health journey, and how our meals have helped to improve their lives. We wanted to understand what they value most, what keeps them coming back, and what we can refine as we enter our next decade.
The response was incredible: it was heart-warming to learn how much of a positive impact our service has had on so many lives, and to understand why Prep Kitchen has become a genuine everyday essential for so many people. One of the standout results was our Net Promoter Score of 53, with almost 60 per cent of respondents scoring us nine or ten out of ten. This is the term which illustrates how likely our customers are to recommend our brand to their friends and family, and this insight really gave us a warm and fuzzy feeling!
But why do people choose to buy Prep Kitchen?
When we asked our customers this question, several key themes appeared again and again. Consumers could choose more than one option to explain their preferences, but far and away the biggest driver, chosen by 69.7 per cent of respondents, was the need to save time and simplify their daily routine. Almost half, 47.8 per cent, said they use Prep Kitchen to support their wider fitness and health goals, while 38.9 per cent rely on the meals to help manage their weight more easily. Convenience was another major factor, selected by 29 per cent, and 28.2 per cent of customers said Prep Kitchen helps them avoid unhealthy choices when life gets busy. A further 21.3 per cent said the meals help them stay on top of their nutrition tracking.
These responses grouped naturally into four core themes:
- Making life easier: Customers want healthy, hand-prepared food without the time cost of planning, shopping, prepping or cooking. Prep Kitchen is a simple way to reclaim precious hours while still eating well, allowing our customers to spend more quality time on self-care or with family.
- Supporting personal goals: Many people choose Prep Kitchen to help with fitness, health or weight management. The meals offer structure, consistency and reliable nutrition, making long-term goals feel more achievable.
- Staying on track: With busy schedules and endless decisions, sticking to a healthy routine can be hard. Customers often use Prep Kitchen to avoid last-minute unhealthy choices, simplify nutrition tracking and stay organised throughout the week.
- Enjoying fresh, flavourful food; Taste and quality were mentioned repeatedly. Customers told us the meals are fresh, flavourful and high quality, which makes healthy eating something to look forward to rather than something to squeeze in.
We learned that we’re not just a meal service. We’re a lifestyle enabler for those who want to eat well without the time, stress or effort of cooking, supporting people with a wide range of goals, from convenience to fitness, to simply feeling more organised.
Prep Kitchen: a long-term lifestyle choice
Perhaps the most rewarding insight was the level of long-term commitment from existing customers. Many have been with Prep Kitchen for months or even years, and the intention to continue remains extremely high. When people find something that genuinely improves their daily routine, they tend to stick with it.
A large majority told us that using Prep Kitchen is simply easier than cooking, which explains why so many build our healthy ready meals into their long-term routine. Most customers are committed to ordering at least four to six meals a week, with many choosing to buy more. The meals also blend seamlessly into our customers’ weekly planning, scoring 4.8 out of 5 for meal-planning integration, with 83% of them rating the fit of our product as a perfect five out of five.
Prep Kitchen: we make healthy eating easy
Our aim has always been to lighten the mental and physical load for our customers. Healthy living is much simpler when the decisions are already made for you, and there’s no stress, no prep, no cooking, and no washing-up. That message came through clearly in the comments, where customers often described Prep Kitchen as a practical way to stay organised and avoid unhealthy choices. One person summed it up perfectly: “Having the meals in my fridge keeps me on track and saves me so much time during the week.”
It’s clear the meals aren’t just convenient, they actively support the flow of real life, helping people stay on track and smash their goals. Reliable delivery plays a crucial role in helping people stay consistent, and our delivery service also scored highly, with customers rating their experience at 4.5 out of 5. We want to be a brand that people trust and depend upon to deliver their healthy, fresh meals, so this validation was so rewarding for us.
Prep Kitchen: the taste of success
Taste was one of the most consistent pieces of feedback across the entire survey. Customers told us that convenience alone isn’t enough; the meals have to be genuinely enjoyable, and that’s where Prep Kitchen stood out from competitors. People described the meals as fresh, full of flavour and surprisingly high in quality for a ready meal service.
One customer said, “I absolutely love how tasty and fresh these meals are – they’re full of flavour and genuinely enjoyable to eat, which is rare for ready meals.” Another compared them to eating out, telling us they “taste like restaurant quality while still being healthy for weight loss.”
When we asked how Prep Kitchen compared to other meal delivery services people had tried, several customers were refreshingly honest in their replies, with one saying, “This isn’t your Tesco or M&S quality stuff – it is good.” Comments like this appeared regularly, especially from those who had tried other meal prep companies in the past and found the flavours inconsistent or the meals repetitive.
This focus on taste and quality helps explain the wider results. People stick with Prep Kitchen not just because the meals are convenient, but because they’re something they actually look forward to eating. When healthy food tastes good, it becomes far easier to build long-term habits around it.
As one customer put it, “They taste fresh and full of flavour, and they genuinely make my week easier.”
Building on the past to create the future
We’re incredibly grateful to everyone who took part in the survey. Every response helps us learn, evolve and keep delivering meals that make life easier. If you’d like to explore how Prep Kitchen could support your own goals, take a look at our latest Prep Kitchen menu and plans on the website.
If you enjoyed this article, check out these other articles on our blog:
Prep Kitchen Celebrates its Tenth Birthday!
Study Reveals You Can Save Time & Money with a Meal Prep Subscription
How to Lose, Gain, or Maintain with Prep Kitchen
