Cheffelo (CHEF) CMD 2025 summary

Strategic direction and market positioning

• Focuses on delivering unmatched personalization and operational excellence for Scandinavian families, leveraging technology, data, and AI to tailor meal kits and enhance customer experience at scale.

• Holds the #2 market position in the Nordics, with strong brand assets and local profiles in Sweden, Norway, and Denmark, reaching 91% of Scandinavian households and 85,000 active customers.

• Targets growth by capitalizing on food e-commerce expansion, health awareness, convenience, and sustainability mega trends.

• Sustainability initiatives have led to significant reductions in plastic use and food waste, reinforcing ESG commitments.

• Operational improvements include expanded delivery areas, real-time tracking, flexible slots, and reduced claim rates, supporting higher service reliability and customer satisfaction.

Growth strategy and customer focus

• Pursues 7%-9% net sales CAGR to exceed SEK 1.5 billion by 2028, driven by price optimization, add-ons, customer acquisition, and retention.

• Invests in AI-driven personalization, in-house marketing, and digital experience to attract and retain high-value customers, with 2024 cohorts showing record retention.

• Loyalty program, add-ons, and tailored meal options enhance engagement and order frequency.

• Product offering enhanced with 200+ unique recipes monthly and flexible portion sizes.

• Growth team reorganized to a capability-led approach, focusing on in-house specialists in AI, analytics, and digital marketing.

Operational excellence and technology

• Proprietary, unified, cloud-native technology platform enables scalable, personalized production and seamless customer experience.

• Service reliability improved with a 12% YoY reduction in claims, all-time low customer inquiries, and robust delivery processes.

• Automation, cross-trained teams, and continuous improvement support operational excellence and future growth.

• Strong employee engagement and leadership development underpin high service standards and safety culture.

• Operates under multiple brands across Scandinavia, managing its own production facilities.