A more immersive welcome
New, more interactive scenarios to build usage and repeat orders from the very first boxes.
Conversational as a competitive advantage
XXXRead rate
XXXInteraction rate
XXXConversion uplift
“In the end, WhatsApp is a tool for performance and for brand image, both at once. And that’s rare.”
Lisa BlancHead of Growth, QuitoqueThe stakes
Eating well, made simple, since 2015
In 2015, Quitoque came up with a meal kit delivered every week: fresh ingredients, recipe cards and just the right quantities for the whole household.
More than 40 recipes change every week. Ready in under 30 minutes, they are designed by its nutritionist for balanced meals.
The brand favours French produce and short supply chains. It is a certified mission-driven company.
Its model is built on subscriptions: the longer a customer stays, the more the relationship is worth.
2015Founded
40+Recipes a week
150kMeals a week
“It’s a subscription model: retention is at the heart of our business. A customer who stays is a profitable customer.”
Lisa BlancHead of Growth, QuitoqueChallenge
Winning on relevance rather than volume
To grow, Quitoque recruits new customers at the best cost, then keeps them long enough to make every euro invested pay off.
In a crowded meal-kit market, where the big players invest more every year, the brand picks another field: the relationship.
The right message, at the right time, for every profile: personalisation becomes its first lever, with prospects and customers alike.
The spark came at an event at Meta, where WAX presented the case of another subscription brand with the same loyalty challenges.
The goal: convert better on the site, then keep customers longer.
“Up against competitors with massive resources, we can’t win on volume. We have to win on relevance.”
Lisa BlancHead of Growth, QuitoqueStrategy
WhatsApp adds to email, it doesn’t replace it
At Quitoque, WhatsApp takes the place of no other channel. It comes on top of email, notifications and on-site messages.
Every scenario is measured against a group that doesn’t receive WhatsApp: this complementarity is what creates extra conversions.
The principle: start from what already works by email, then amplify it through conversation.
From the first basket to a former subscriber’s return, five moments of the journey benefit.
“WhatsApp doesn’t replace email, it complements it. And it’s precisely this complementarity that generates extra conversions.”
Lisa BlancHead of Growth, QuitoqueIn practice
Abandoned cart: an answer to every hesitation
When a prospect starts a subscription without completing it, a first email is automatically sent ten minutes later.
The next day, WhatsApp takes over with a message asking, in a few choices, what is holding them back.
Each answer leads to a tailored argument: how the subscription works, the price or the flexibility of the offer.
To “I’m still not sure”, Quitoque replies with the price per plate and everything it includes: delivery, seasonal recipes, customer service.
XXXRead rate
XXXInteraction rate
XXXConversion uplift
“On WhatsApp, the conversation is more direct and more personal. We reassure better, and answer each prospect’s questions precisely.”
Lisa BlancHead of Growth, QuitoqueIn practice
First box: a helping hand to get started
For a new subscriber, the first boxes matter: that is where the bond with the brand begins.
After the first delivery, a WhatsApp message asks whether they have already put on their apron and cooked a recipe.
They answer in one tap, and the conversation continues according to their answer.
When a customer shares a doubt, about the price for instance, Quitoque reminds them what makes its quality, and the code waiting for their next box.
The goal: remove every hurdle from the first orders, so that cooking with Quitoque becomes second nature.
XXXRead rate
XXXInteraction rate
“With WhatsApp, we build a stronger bond with the brand from the very first orders.”
Lisa BlancHead of Growth, QuitoqueIn practice
Loyalty: every culinary grade is celebrated on WhatsApp
The loyalty programme takes subscribers from Jeune Pousse to Légende Culinaire, box after box.
Two moments now go through WhatsApp: reaching a new grade, and unlocking a reward.
Each step up comes with a surprise, on top of the usual messages by email, notification or on the site.
These moments make customers want to order again. On WhatsApp, they are seen straight away.
XXXRead rate
XXXInteraction rate
XXXConversion uplift
“WhatsApp makes the reward or the new status far more visible. Our customers go on to buy faster.”
Lisa BlancHead of Growth, QuitoqueIn practice
Referral: subscribers as ambassadors
When a subscriber has been with Quitoque for a while, the brand thanks them for their trust and asks whether they are happy with their experience.
They also receive a box to give to someone close, with their personal code. The tone is that of a tip between friends.
Without an answer, a reminder is automatically sent five days later.
It gives them the words to reassure their friend: no commitment, and a subscription that can be paused at any time.
XXXRead rate
XXXInteraction rate
“On WhatsApp, the tone is closer and more human than email. We build a different bond with our customers: less broadcasting, more conversation.”
Lisa BlancHead of Growth, QuitoqueIn practice
Reactivation: WhatsApp first, the phone second
To win back former subscribers, Quitoque relied on call campaigns. WhatsApp now comes first.
One message checks in on them and asks, in a few choices, what made them leave. Another presents the season’s recipes.
Those who haven’t responded are then called: the two levers work together.
WhatsApp converts almost as well as calls, at a far lower cost. And former subscribers keep listening: very few unsubscribe.
XXXOpen rate
XXXInteraction rate
“WhatsApp lets us reconnect with our former customers in a more direct, less intrusive way, and on a far larger scale.”
Lisa BlancHead of Growth, QuitoqueConclusion
A channel that converts and builds loyalty
Quitoque has made WhatsApp a common thread of its customer journey:
- Cart reminders, based on what holds each prospect back
- A welcome for new subscribers from their first box
- The grades and rewards of the loyalty programme
- Referral, driven by subscribers
- Former customers’ return, before the calls
The channel also proves valuable for knowing each customer better and personalising their journeys, with a partner that understood its model.
Next: even more personal conversations, with WAX AI to carry this personalisation at scale.
“WAX understood our challenges and the complexity of our business straight away, with great transparency, especially on brand image.”
Lisa BlancHead of Growth, Quitoque
What comes next?
Quitoque’s next projects on WhatsApp.
Richer formats
Videos, conversational messages, quick replies: everything WhatsApp offers to enrich the conversation.
A closer relationship
More personal interactions, for a lasting relationship with every customer.
Reactivation at scale
WhatsApp as the first contact of every reactivation plan, with calls second.
600+ brands trust us
There is a conversational use case for every brand, in every industry and on every market.
More case studies
See all cases
Frequently asked questions
Contact usTraditional chatbots answer questions. WAX conversations actually convert: they qualify, recommend and sell, because a real conversation drives revenue better than a robotic Q&A.