Phosh Food came to us with a clear problem. Customers loved the food, but many did not understand how ordering worked. Subscriptions, one-off meals, nutrition variants, and delivery cut-offs created friction, confusion, and lost conversions.
They had already worked with other providers, but the solutions relied heavily on rigid third-party systems with limited flexibility and poor UX. On top of that, the existing website was a one-page landing page that looked fine visually, but was not properly connected to the webshop. The result was a disjointed experience that failed to support real ordering behaviour.
The Challenge
The core issue was not design or branding. It was understanding. Phosh Food’s ordering model introduced real complexity:
- Every meal has two nutritional variants
- Each meal can be ordered as a one-off or as a recurring subscription
- Customers can mix subscriptions and one-off meals in the same order
- Delivery depends on cut-off times and location
- Nutritional information needs to update based on variant selection
Much of this logic had previously been handled through a third-party system that offered little room for customisation. While it worked on paper, it introduced compromises in UX and flexibility. Combined with a standalone landing page, customers were often left unsure how everything fit together.
Shopify is often presented as simple, but stores with this level of flexibility are surprisingly complex to implement correctly.
Our Approach
Instead of forcing generic solutions onto a complex product, we focused on how people actually order food.
We worked closely with the client, sparring at length to find the simplest, clearest approach. Multiple ideas were explored, tested, and discarded along the way. Simpler always won.
Rather than bolting features onto an existing setup, we rebuilt the experience around the products, the customer journey, and the realities of recurring food orders. The focus was on clarity first, flexibility second, and long-term stability throughout.
The Result
The finished store solves the original problem directly. Customers now understand how Phosh Food works.
- Ordering one-off meals or subscriptions is clear and intuitive
- Nutritional variants are easy to compare and understand
- Delivery timing and cut-offs are clearly communicated
- The webshop and website now work as one cohesive system
Behind the scenes, the store is flexible, scalable, and no longer constrained by third-party limitations. Most importantly, the online experience now reflects the quality and care that goes into the food itself.
About Phosh Food
Phosh Food is a Marbella-based meal prep service that delivers fresh, chef-prepared meals designed to support real health goals, from weight loss to muscle gain.
Meals are cooked using high-quality ingredients, nutritionally balanced, and packaged to stay fresh in the fridge for longer.
Customers can order one-off meals or subscribe per meal, with full flexibility and no minimum order. Phosh Food deliver all across mainland Spain and Portugal.
Services Provided
Custom Shopify store build and optimisation, including:
- Shopify theme customisation
- Custom Liquid development
- UX and conversion optimisation
- Product and cart logic customisation
- Subscription flow implementation
- Performance-safe CSS refinements
Need a Webshop That Handles Real Complexity?
If your products or ordering flow don’t fit neatly into standard patterns, a tailored solution can make all the difference.