Selling fresh food without a shopping cart

Kaplan Pet Kitchen cooks high-protein wet food — whole chicken, organs and beef broth collagen — and delivers it to the door in 500 g bags. The business runs on weekly, fortnightly or monthly subscriptions and collects cash on delivery, so a traditional e-commerce build was overkill. The challenge was to win over a pet owner sceptical of “homemade” food and capture the full order — plan, pets, address — in a single visit.

✓A new product competing against supermarket kibble
✓Subscription ordering, but no payment gateway: cash on delivery
✓Separate recipes for dogs and cats, plus special diets at the vet’s request
✓A brand with a personality of its own: the number 28 and the owner’s numerology throughout the site

The solution

What we built

A bright, direct one-page landing in English that goes from benefits to a confirmed order without leaving the page.

I want to start →

✓A one-page landing with anchored navigation: benefits, the food, how it works, delivery, plans, subscribe and FAQ
✓An identity built from the client’s logo: pink, green and cream, rounded type and custom-generated photography (kitchen, dog and cat, bag packshots with the real logo)
✓A “what makes our food different” section: whole chicken, beef broth collagen, zero fillers and separate recipes for dogs and cats
✓Weekly, fortnightly, monthly and one-time plans, with prices ending in 8 — the brand’s number — and “lucky” rounding in the customer’s favour
✓A three-step subscription form (plan → dynamic pets → delivery) with a live total, validation and special diets
✓Orders stored on the server and two automatic SMTP emails: a confirmation to the customer and a notice to the business with an order number
✓A private panel for the business: subscription list, status changes and CSV export
✓A timed and exit-intent subscription pop-up, shown once per visitor
✓Local SEO for “fresh pet food delivery in Puerto Vallarta”: delivery-area section, structured data and an llms.txt file for AI search engines
✓WhatsApp, Facebook and Instagram in the header and footer, a floating WhatsApp button and anti-spam on the form

Our approach

Fresh food, simple order, cash at the door

A subscription business that collects cash needs a site that captures the whole order, not an online store.

01

Business model

Kaplan Pet Kitchen sells homemade wet food for dogs and cats by subscription — weekly, fortnightly or monthly — in 500 g bags delivered across Puerto Vallarta and Bahía de Banderas, paid in cash on delivery. Revenue is recurring and the margin lies in keeping the subscriber, not in the first sale.

02

Strengths we leveraged

Its strength is the recipe (whole chicken, organs and beef broth collagen, no fillers) and a brand with character: the number 28 and the owner’s numerology in the prices and the logo. We turned that into a journey that educates first — benefits, ingredients, how it works — and a three-step form that leaves the order ready, with automatic emails and a panel to manage it.

03

Competition & positioning

It competes with supermarket kibble and natural-food brands shipping online from other cities. We positioned it as a local service for “fresh homemade dog and cat food in Puerto Vallarta” and “fresh pet food delivery in Puerto Vallarta”, with a delivery-area section, structured data and an llms.txt file so AI search engines can cite it.

The project