Wowzabox, an online business renowned for authentic, chef-prepared East Asian meal kits is now taking the leap into the physical dining space. With the support of the Scale Up North East programme, the founders Joshy and Georgina have been able to navigate key challenges – drawing on mentorship, insights and the practical experience of Scale Up partner Craig Huntingdon.

The new venture will soon open on Ridley Place in Newcastle City Centre, designed to complement the existing online operation. The café will serve a wide range of freshly prepared Asian dishes to the same high standards as the meal kits, at accessible price points for those working, studying and visiting the city. Customers will be able to eat in, grab takeaway, or soon order via a range of food delivery apps.

A proven foundation for growth

Wowzabox already ships thousands of meal kits across the UK every week, and its success rests on three pillars.

Authenticity – recipes developed by a professional chef with years of experience

Quality – fresh, high-grade ingredients carefully sourced

Value and convenience - high quality meals at home, with unmatched ease

These same values are being carried into the new café model. Translating the logistics and perfected processes in the meal kit business into the dynamic hospitality sector will allow the business to operate efficiently, even in a less predictable environment.

Seizing opportunities in a challenging market

The move into bricks and mortar sites may seem risky at a time when the food, drink and hospitality sector is under extreme pressure with rising costs and suppressed demand, but the business has demonstrated consistent resilience over a long period of time. By staying true to its core values and innovating to drive efficiencies, the business is thriving. Although this move represents risk, it’s also an opportunity to diversify and strengthen brand presence. If the pilot site delivers on expectations, the ambition is to scale into additional locations.

Supporting success

Founder Joshy Jin engaged with the Scaleup North East programme to secure support for this new chapter, covering identifying suitable premises and arranging the fit out to refining the marketing proposition. The programme continues to provide mentorship and sector specific insights, offering a sounding board for ideas, challenges, and opportunities.

This support is in no way prescriptive but instead empowers the founders to remain open and transparent about issues faced, while accessing the experience, knowledge, and networks of the programme’s partners.

Scaleup Partner Craig Huntingdon said,

“As founders, Joshy and Georgina are clearly laser focussed on producing and supplying authentic meals with an unwavering approach to quality and freshness. In addition, they have a deep understanding of the systems and processes necessary to achieve this at scale, allowing them to supply thousands of customers each week. These same skills will underpin the move into a physical café location servicing walk-in's, dine-in's, takeaway and food delivery apps at speed whilst maintaining quality, freshness and authenticity. I'm certain this pilot site in Newcastle will become the catalyst for a local, regional and national roll out thereafter. I wish Joshy and Georgina the very best of success.”

Joshy Jin comments,

"The Scale Up North East Programme has been the most valuable support we’ve received in recent years. It is highly tailored to our specific needs, making it exceptionally effective. Craig Huntington’s deep expertise in our industry allows him to fully understand the challenges we face and provide precise, actionable insights. Furthermore, his extensive real-world experience and wisdom, gained over a long and successful career, have been instrumental in helping us plan and grow our business."

Find out more about Scale Up North East HERE