Peppo Meal Kit Experience — User Survey Report

1,000 Dataset | Conducted: Q1 2024 | Target: Retained + Churned Users across Tier 1 Cities (BLR, MUM, DEL)

1. Respondent Demographics

Age Distribution

18-24 years
35%
350
25-34 years
43%
430
35-44 years
16%
160
45+ years
6%
60
78% of respondents are 18-34 — confirming Peppo's core demographic of urban millennials and Gen Z

Gender Split

Female
55%
550
Male
40%
400
Other / Prefer not to say
5%
50

City Distribution

Bangalore
38%
380
Mumbai
33%
330
Delhi NCR
29%
290

Device Type

Android
80%
800
iOS
20%
200

2. Cooking Habits & Frequency

How often do you cook meals at home in a typical week?

0 times (never cook)
12%
120
1-2 times
28%
280
3-4 times
42%
420
5+ times
18%
180
42% cook 3-4 times/week — the sweet spot for Peppo's meal kit model. These are users who enjoy cooking but want help with ingredients and recipes.

How many Peppo orders have you placed?

1 order (tried once)
52%
520
2-3 orders
20%
200
4-5 orders
12%
120
6+ orders (loyal)
16%
160
52% ordered only once and never returned — this is the core retention problem Peppo needs to solve

3. What Motivated You to Try Peppo?

What was the main reason you tried Peppo? (Select one)

Wanted to try something new
41%
410
Save time cooking
22%
220
Inspired by cooking videos
23%
230
Peer recommendation
12%
120
Learn to cook better
2%
100
41% came for novelty ("try something new") — these are low-intent users who may not return. Only 12% came via referral, but referral users have 3x higher LTV.

4. What Prevented You From Reordering?

What was the main reason you didn't order again? (Asked to churned users only — 650 respondents)

Not enough recipe variety
62%
403
Too expensive for what I got
31%
202
Cooking steps were complicated
18%
117
Delivery issues
9%
59
Other / forgot about it
14%
91
"Not enough variety" is the #1 churn reason at 62%. Peppo currently has only ~50 recipes — users exhaust the menu quickly. This is the biggest product gap to fix.

Cross-analysis: Did churned users watch the video guide?

65%
Churned users who NEVER watched the video guide
35%
Churned users who watched at least one video
3x
Retention rate of video watchers vs. non-watchers
36%
Week 2 retention for video watchers (vs 12% overall)
Video guide is the "aha moment": Users who watch it retain at 3x the rate (36% vs 12%). But 65% of churned users never even found it. Fixing video discoverability is the #1 lever.

5. Feature Usage & Satisfaction

Which features did you use? (Select all that apply)

Redeemed a coupon/offer
52%
520
Step-by-step video walkthrough
35%
350
Saved a recipe
28%
280
Shared experience with others
15%
150
52% used a coupon but only 18% of coupon-first users placed a 2nd order — coupons attract low-intent users. 35% watched the video but this should be 100% — it's Peppo's biggest differentiator.

How satisfied were you with the overall Peppo experience? (1-5 scale)

Very satisfied (5)
18%
180
Somewhat satisfied (4)
28%
280
Neutral (3)
30%
300
Somewhat dissatisfied (2)
16%
160
Very dissatisfied (1)
8%
400
3.3
Average Satisfaction Score (out of 5)
46%
Satisfied (4 or 5)
24%
Dissatisfied (1 or 2)
30%
Neutral (3) — the "meh" zone
30% are in the "neutral zone" — they didn't hate it, but didn't love it either. These users are persuadable with better variety + video discovery.

6. NPS & Referral Willingness

Would you recommend Peppo to a friend or colleague?

Yes, definitely
32%
320
Maybe / depends
38%
380
No
30%
300

NPS Breakdown by User Segment

SegmentNPS ScoreSample SizeKey Insight
Gold Tier (6+ orders)+62160Highly loyal — biggest advocates
Silver Tier (3-5 orders)+28120Engaged but want more variety
Video Watchers (any tier)+45350Video clearly drives satisfaction
Non-Video Users-12650Poor experience without video
Coupon-First Users-8240Low intent, came for discount only
Referral Users+52120High intent, strong word-of-mouth
Overall+181,000Below target of +50
Gold tier NPS is +62, Referral users are +52, but overall NPS is only +18. This confirms: the product works great for the right users. The problem is most users never reach the "aha moment" (video guide).

7. Acquisition Source & Retention Cross-Analysis

How did you first hear about Peppo?

Instagram Ads
35%
350
Google Ads
25%
250
Organic Search
15%
150
Friend / Referral
12%
120
Social Media (organic)
8%
400
Other
5%
50

Retention Rate by Acquisition Source (Week 2+)

SourceUsersWeek 2 RetentionAvg LTVQuality
Friend / Referral12038%₹1,400Excellent
Organic Search15028%₹980Good
Social Media (organic)8022%₹750Average
Google Ads25010%₹320Poor
Instagram Ads3506%₹220Very Poor
Instagram Ads bring 35% of users but only 6% retain. Referral users retain at 38% with 6x higher LTV. Every ₹1 spent on referrals returns 6x more than Instagram ads.

8. What Would Make You Order Again?

What changes would make you reorder from Peppo? (Select all that apply)

More recipe variety / regional cuisines
68%
680
Lower prices / bundle discounts
45%
450
Subscription / weekly plan option
38%
380
Personalized recommendations
32%
320
Easier / quicker recipes
22%
220
Social features (share dish photos)
18%
180
68% want more variety — this is the single biggest opportunity. Adding 20 new regional recipes/month + cuisine filters could directly address the #1 churn reason.

9. Key Takeaways & Recommendations

#FindingData PointRecommended ActionPriority
1Video guide is the "aha moment"3x retention for watchers (36% vs 12%)Video-first onboarding — auto-play on deliveryP0 — Do First
2Limited variety kills retention62% cite it as #1 churn reasonAdd 20 regional recipes/month + filtersP0 — Do First
3Paid ads bring low-intent usersInstagram: 35% of users, only 6% retainShift budget to referral amplificationP1
4Referral users are the best38% retention, ₹1,400 LTV, NPS +522x referral rewards for Gold usersP1
5Price perception is a barrier31% say too expensiveShow per-serving price (₹75) + bundlesP2
630% are in the "neutral" zoneCSAT = 3, neither love nor hateTarget with personalized recipe nudgesP2