Case study · Meal Plans
Daily Plate delivers healthy meal plans across Abuja and Lagos. Subby turned messy monthly renewals into a reliable subscription engine the kitchen can plan around.
Active meal subscribers
On-time renewal rate
Less food waste
Location
Abuja, Nigeria
Industry
Food & wellness
Scale
4,200+ meal subscribers
Problem
Daily Plate offered weekly and monthly meal packs, but renewals lived in spreadsheets and WhatsApp threads. Customers forgot to re-pay; kitchen still prepped based on last week’s count.
Failed transfers meant sudden drop-offs mid-cycle. Food waste rose, and the team spent mornings confirming who was still “active” before packing.
As the subscriber base grew past a few hundred, manual renewal chasing became impossible to do well.
Solution
Daily Plate listed breakfast, lunch, and full-day plans as recurring products on Subby — weekly and monthly tiers with clear pricing.
Subby automates renewals, retries failed payments, and sends reminders before a cycle ends so subscribers stay active without endless follow-up.
Kitchen leads now pull an active-subscriber count from Subby each packing day. Collections and customer status stay in sync with prep volume.
Subby features used
How it works
Weekly or monthly plans are managed as recurring Subby subscriptions with upgrade and pause options.
Subby charges or confirms payment at the start of each cycle and flags failures immediately.
WhatsApp and SMS reminders recover at-risk renewals before the kitchen packs the next week.
Active vs paused subscribers drive prep counts — less waste, fewer surprise shortages.
Results
On-time renewal rates climbed to 92%. Kitchen waste tied to no-shows and silent churn dropped about 35%.
The team stopped spending mornings on payment confirmation chats and redirected that time to menu quality and new delivery zones.
Daily Plate now treats subscriptions as the core business — with Subby as the billing and customer backbone.
Active meal subscribers
On-time renewal rate
Less food waste
“If the payment side is chaotic, the kitchen is chaotic. Subby gave us a clean subscriber list we can cook from.”
Tunde Adebayo
Founder, Daily Plate
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