Makros

A weekly production cycle running on spreadsheet plumbing

Prepared-meal delivery is a subscription business wearing a food business's clothes. The unit economics are decided by retention, not acquisition — a subscriber who churns in week three never repays the cost of winning them — and retention is decided by whether the menu published on the site is the menu the kitchen actually cooks.

That menu is a weekly operational artefact. Every cycle it is rewritten across several plan tracks, each with its own portion tiers and kcal bands, every meal carrying its macro split, all of it in Bulgarian and English. When publishing that requires a developer, the site drifts out of sync with production within a cycle or two — and the customer's trust in the macros goes with it.

The inherited setup made that worse rather than better. Menus were pulled from a spreadsheet through plumbing that was both fragile and insecure — a single point of failure sitting between the nutritionist and the Monday cycle, with a credential exposed to anyone who looked. Meanwhile the commercial model — weekly and monthly billing with a discount on the longer commitment — needs genuine recurring payments and proper handling of failed ones.

A plan that cannot renew on its own is not a subscription product — it is a checkout you re-sell every week.

the unit economics

A platform shaped around the weekly cycle

Our mission was to replace fragile plumbing with a platform that matches the operating cycle — one place that owns every plan, menu and price, and a storefront that always reflects it. The test we designed to was operational, not technical: the client publishes next week's menu, in both languages, without contacting anyone.

One catalogue, modelled the way the kitchen thinks

Every plan track lives as a single record holding everything that describes it — bilingual copy, weekly pricing, and the full menu laid out the way the kitchen already works: portion tier, then day, then meal, with kcal and macros carried at the meal. One shape, one owner, no second version to keep in step.

The commercial side is generated from that same record, so portion tier and billing period resolve directly to what the customer is charged. Pricing cannot disagree between the menu page and the checkout — which removes the most common and most expensive failure in a subscription storefront, the one that produces refunds and support tickets rather than error logs. Renewals, retries on failed payments and cancellations then run on billing infrastructure that already handles them properly instead of bespoke logic nobody wants to own.

The storefront also carries a fallback catalogue, so a customer arriving during an outage still sees plans and prices rather than an empty page — protection that matters most precisely when paid traffic is running.

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