Deliver Lean prepares for national expansion
Co-founder Scott Harris shows Deliver Lean food in the kitchen in Fort Lauderdale. (Mike Stocker, Sun Sentinel / July 9, 2014)
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Deliver Lean wants a bite of the Big Apple — and the rest of the nation.
In just a few years, Deliver Lean has built a $10 million business in South Florida delivering healthy meals to consumers' doorsteps and offices. In 2011, the company was just a startup in a small office in Boca Raton; today it employs 150 at its new headquarters and culinary kitchen in Oakland Park.
The rapid pace of growth doesn't daunt co-founder Scott Harris. "Business is a flight plan, and a lot of people get paralyzed by the details," said Harris, chief executive. With the help of venture capital or private equity investment, he plans to take the concept national. Deliver Lean makes both traditional and healthy meals for people who want the convenience and time-saving benefits of having meals delivered. The meals, which include Paleo diet, gluton-free, organic protein, vegetarian and vegan selections, cost just under $8 apiece. Three meals a day costs about $24.
The company has more than 1,500 customers in the tri-county area, delivering meals from 3 to 6 a.m. each day in its own trucks.
Palm Beach County customer Aaron Cushman, 35, is a Type I diabetic who owns multiple companies."I'm always on the go," Cushman said. "I would get to the office and get so busy, I didn't have the chance to eat. I would grab a sandwich. It was throwing me out of control."He has been eating Deliver Lean's regular diet meals for three years, and his endocrinologist has noticed the difference. His blood sugar is now near a more normal level."It h as helped keep me young and fit," he said.
Vivian Maza, chief people officer for Weston-based Ultimate Software, is among four employees who regularly use the delivery service. "It is a great service for busy employees who don't have time or like to cook. They can really tailor to everyone's food choices," she said. Companies are a prime customers as they look to trim their health insurance costs by encouraging employees to eat healthier, Harris said.
Earlier this year, Deliver Lean moved to a 32,000-square-foot building in Oakland Park with cold and hot kitchens where it produces more than 100,000 meals a month. Before founding Deliver Lean, Harris was operating a call center and noticed the loss of productivity around lunch, so he hired a chef to make meals. He opened the business in 2011 with partner Olga Kuzenkov, who was operating a Color Me Mine franchise at the time. She oversees human resources and helps develop new products.
Earlier this year, the company launched OnJuice, a cold-pressed organic juice line that offers 15 flavors, such as Skinny Greens, Unbeetable and Pearfection. They also developed low-calorie organic-ingredient snacks including Cheesy Kale Chips, Raspberry Lime Kale Chips, Sweet Potato Chips, Cauliflower Popcorn and Onion Rings. The company recently opened an OnJuice cafe at Aventura Mall and has plans to open in Boca Raton and Delray Beach.Harris said customers asked for the juices to "cleanse" and for snacks to keep their metabolism up during the work day. A six-pack of juice costs about $66.
About 40 percent of customers use Deliver Lean for weight loss while others just want healthy meals and convenience, Harris said. Sales have grown from $2.9 million in 2012 to $5.5 million in 2013. This year, the company expects to reach $10 million in sales, Harris said. And the business is already profitable, he said.
Michael Daszkal, Deliver Lean's outside CPA, said he has watched the company grow in a tough business. "They're just growing like crazy," he said. But he said Harris and Kuzenkov also are laying the foundation for more explosive growth by investing in better machines, systems and leadership."His business model is proven. He's doing a lot of revenues. He just has to continue to improve his customer service, logistics, accounting and reporting systems while he's growing," Daszkal said.
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