Turning a sales-led catering business into an 80% self-serve product
How we translated the guidance of a sales conversation into a digital experience, moving app orders from approximately 10% to 80%.
Overview
Craft My Plate is a bulk food and catering app trusted by over 500K+ users. It handles orders for gatherings ranging from 10 to more than 2,000 guests. CMP provides three key services — Delivery Box, Meal Box, and Catering Service. Its offerings are tailored for occasions such as parties, corporate meals, events, and major milestones like weddings.
Most orders still relied heavily on sales to guide customers through discovery, configuration, and purchase. As CMP grew, the challenge was to make the journey clear enough for customers to move independently without losing human support for larger or more complex events.
What we focused on
- Intent over catalogueStart with the event, budget and guest needs—not catering complexity.
- Progressive complexityBreak menus, quantities, upgrades and pricing into clearer steps.
- Confidence before conversionReduce uncertainty so customers can move forward without relying on sales.
- Self-serve with intentional escalationLet predictable orders flow independently, while complex ones still get human help.
- Faster ways to buyUse structured offerings to reduce decision effort and shorten time to purchase.
The shift
- Orders placed through the app
- 10% → 80%
- New users (over 8 months)
- 50K → 500K+
- Avg time from discovery to cart
- 2x faster
- Orders affected by incorrectly recorded details
- 18% → 5%
- Split payment adoption
- 50%
- Play Store & App Store rating following the redesign
- 3.2 → 4.2
