Fighting Waste.

Fuelling Creativity

How a subtle change in messaging could pay dividends

Anything else?


You're rated Excellent on Trustpilot which means you're doing a lot right. However, we've analysed all  your reviews and think a slight tweak in messaging can push you on even further.


There is a group of people who are motivated by creativity in the kitchen. They aren’t just buying fruit and veg, they’re buying the experience of creativity and variety. These are people excited by cooking inspiration and they’re likely to stick around longer as their higher order rate demonstrates.


They are:

  • 🧑‍🍳 Adventurous eaters or home cooks
  • 🌱 Mission-driven (waste reduction)
  • 💡 Motivated by ideas, not just produce


People are excited by your recipes


Using our text analytics capability we identified the themes that reviewers discuss in their reviews.


From the graphic we can see that people talk most about your fruit and veg, which is what you would expect. But looking further down the chart we can see that there is a group of people who talk about the recipes that you provide (labelled as Recipe Suggestions).


Their comments highlight an enthusiasm for culinary exploration and creativity in the kitchen. Many customers express a keen interest in discovering new recipes and meal ideas. They appreciate having access to a variety of recipes that are not only interesting and adventurous but also practical and useful for everyday cooking.


Additionally, there is a recurring theme of customers finding the recipes and cooking information provided to be particularly beneficial. They seem to enjoy the process of trying out new recipes and incorporating them into their regular meal planning, which adds an element of fun and creativity to their cooking experiences.


Understanding The Recipe Suggestion Audience


The chart compares the behaviour of reviewers who mention “Recipe Suggestions” with those who don’t. While the overall volume of recipe-focused reviewers is relatively small, the differences in what they talk about hint at an interesting and potentially valuable customer mindset.


Those who mention recipe suggestions are slightly more likely to order boxes regularly and to reference Oddbox’s role in reducing food waste.


Interestingly, they are less likely to emphasise themes like value for money or quality/freshness — suggesting that they are motivated more by curiosity and inspiration than price or produce perfection.

Inspiration May Drive Retention


What stands out is the creative mindset of this group. These are customers who enjoy being surprised, who are excited by the challenge of using up unusual produce and who see their Oddbox delivery as more than just groceries - it’s a springboard for meal ideas.


This aligns well with Oddbox’s sustainability mission: turning food that would otherwise be wasted into something useful. But it also opens up a subtle shift in emphasis from simply rescuing food to celebrating what can be created from it.

Supporting Evidence: Recipe Suggestions Drive Loyalty


The quadrant chart compares the volume of reviews mentioning each theme with their average Trustpilot rating. Themes in the top-left corner (like Recipe Suggestions) are associated with very high customer satisfaction but are currently under-represented in the broader conversation.


Recipe Suggestions stands out as a low-volume, high-loyalty theme. When customers talk about it, they rate Oddbox more highly on average than any other theme, suggesting a deeper emotional connection or sense of value.


This supports the idea that recipe-focused communication taps into something meaningful for a certain type of customer.


With the right prompts (e.g. meal inspiration, creative use of odd produce), there’s  an opportunity to increase both engagement and retention without shifting away from the brand’s core message of fighting food waste.



Amplify Recipe Suggestions

We’re not suggesting a change in direction - Oddbox’s food waste positioning is strong and clearly resonates with a large share of its customer base.


But there appears to be untapped potential in amplifying the joy of trying new things, especially when framed around low-waste cooking.


There’s space to explore this in:

  • Recipe-driven content marketing
  • Light-touch email inspiration tied to box contents
  • Social media that spotlights the “what I made from my box” moments


This audience may be smaller but they are likely to be vocal, loyal and mission-aligned. Investing in them could strengthen customer engagement and retention without compromising the core brand message.