Designing retention beyond the next purchase
For catering, the next order might be weeks or months away. The challenge was to create reasons for customers to stay connected with the product even when they weren’t actively planning another event.
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.
Because catering is naturally infrequent, retention couldn’t rely on customers simply ordering again. The opportunity was to make the post-order journey work harder—rewarding customers, capturing feedback, bringing guests into CMP, and turning positive experiences into referrals and future demand.
What we focused on
- Reward behaviour, not just purchasesUse coins and rewards to give customers a reason to stay connected beyond the order itself.
- Turn happy customers into acquisitionMake referrals a natural extension of a great experience, with clear value for both sides.
- Use the post experience momentCapture feedback and ratings while the experience was still fresh without making it feel like work.
- Bring guests into the loopUse guest feedback as a lightweight introduction to CMP and a new acquisition surface.
- Close the loop back to the next occasionCarry rewards, referrals and brand recall forward so CMP stays relevant when the next event comes around.
The shift
- Repeat orders
- 4.3% → 11.18%
- Active users became referrers
- 8%
- Order feedback
- >50%
- Visited the referral experience
- 35%
- App rating
- 3.2 → 4.5
- Referrals (in 90 days)
- 150K+
- Reward redemption rate at checkout
- 25.19%
