The Origin

Cubbi started life as "Lunch Locker" in 2020, a simple concept where university students could rent fridge lockers on campus. The team partnered with a few local restaurants to let users order food to these fridges, and over time began placing them in public areas: gyms, tower lobbies, and a handful of businesses.

It was a consumer product with a straightforward value proposition: order lunch, pick it up cold from a fridge near you. But the business model was fragile. Businesses didn't want to pay for something that mainly served their employees while giving nothing back to the organization. When I joined in September 2022, there were about 6 paying customers with the rest operating for free.

The Vision

Coming from a B2B background at 7shifts and Vendasta, I saw a clear opportunity. Every business I spoke with during my first weeks had some version of the same food problems: expensive catering, no way to manage food benefits, and scattered vendors for every food need. The fridge and restaurant network Cubbi had built was a foundation, not a finished product.

My vision was to turn Cubbi into an all-in-one workplace food platform that businesses would pay for because it solved their problems, not just an employee perk they tolerated. A platform covering lunch delivery, catering, grocery, and employee food benefits, all under one roof with unified billing and management tools.

The Build

The Customer & Revenue Model

Cubbi's customer model layers cleanly from the top down. An Organization pays a subscription, manages credits and benefits, and rolls up one or more Business Locations. Each location has employees grouped by role, who order across three product lines: Lunch, Catering, and Grocery. Employees can pay for any order out of pocket, or apply credits the organization has purchased to discount their meal — turning a single platform into both a workplace amenity and a measurable employee benefit.

This structure created three compounding revenue streams: recurring subscription fees from the organization, credit purchases tied to employee usage, and direct food sales from employees paying for their own meals — all of which scaled in lockstep as the platform matured.

The Growth

Since September 2022, Cubbi scaled from 13 businesses to 743 across two revenue streams: subscription fees paid by businesses, and food benefit credits purchased for their employees. All revenue figures below are indexed to protect confidentiality.

It's worth noting that food sales revenue, generated from Lunch, Catering, and Grocery orders, is an additional stream of revenue not included in the figures below. The charts focus exclusively on subscription and credit MRR as the two primary B2B revenue drivers.

Revenue indexed to 100 at Sep 2022 (subscriptions) and Mar 2023 (credits). Actual figures withheld.

Other Product-Led Achievements

The Outcome

What started as a university fridge locker concept became a full workplace food platform operating across five cities. The B2C to B2B pivot didn't just change who was paying. It changed what Cubbi was. Businesses now had a single platform for employee lunch, catering, grocery, and food benefits, with self-serve management tools and clear ROI metrics.

Every product I built compounded on the last. Catering opened the door to business relationships. The business dashboard deepened those relationships. Credits and benefits made Cubbi indispensable. The grocery product added another service line. And the operational infrastructure (the driver app, restaurant dashboard, and nine company-wide tool integrations) kept the entire machine running efficiently as we scaled.

Beyond the products themselves, I drove over $400,000 in government reimbursements through SR&ED and managed IRAP project execution, directly contributing to the company's financial runway. The tool stack I implemented transformed how every department operated, from sales pipeline visibility in HubSpot, to data-driven product decisions with Amplitude and Metabase, to AI-accelerated workflows with Claude.

The Context

When I joined Cubbi, the product was a simple consumer mobile app. Employees could order lunch from a small group of restaurants and pick it up from a fridge. There was no meaningful value proposition for the businesses paying the subscription. Selling was hard, conversion rates were low, and there was little inbound interest.

My first strategic goal was to transform Cubbi into a platform that solved real business problems, not just employee convenience. Catering was the perfect entry point.

The Problem

The Opportunity

Catering was a universally recognized business need. Every company does it. We could leverage our existing delivery infrastructure and restaurant network to build a comprehensive solution without starting from scratch. It would open a new revenue stream, drive additional orders for our restaurant partners, and give us a powerful product-led growth lever: get businesses hooked on catering, then transition them into the full employee lunch service.

The Process

The Solution

The Outcome

The catering product became a powerful PLG lever. It gave us an easy, recognizable problem to solve that got our foot in the door with B2B customers. Once businesses experienced the value of catering through Cubbi, transitioning them to the full employee lunch service became a natural next step.

The Context

As Cubbi's business platform matured and catering adoption grew, a clear pattern emerged from customer conversations: business leaders didn't just want to offer food services. They wanted to actively subsidize and manage food as an employee benefit. Some wanted to cover lunch entirely, others wanted partial discounts, and many wanted recognition tools tied to food credits.

The challenge was that every business had a unique way of thinking about food benefits. Some wanted $15 per employee per day. Others wanted $5 off per meal, three times a week. Some wanted credits only for preorder lunch, others for catering and grocery too. The system needed to be flexible enough to handle all of these use cases while remaining simple for administrators to manage.

The Problem

The Opportunity

Credits and benefits represented a massive opportunity across three pillars. First, as a general food benefit that helps businesses improve their workplace experience, attract talent, and support return-to-office initiatives. Second, as a recognition tool that enables managers to reward high performers, celebrate birthdays and work anniversaries, and improve onboarding experiences. Third, as a management platform that gives leaders full transparency and control over their food benefit spending with clear ROI metrics.

Customers like EQ Bank were already spending $108,000 per year in employee credits on top of their $12,000 annual subscription, with commitments to expand to additional locations. The demand was validated. We just needed to build the product to scale it.

The Solution

Use Cases We Enabled

The Business Dashboard

A core part of the credits and benefits system was giving leaders the tools to measure impact. The business dashboard enabled administrators to evaluate program engagement, identify how many employees had been impacted, see exactly how much had been invested across onboarding, performance recognition, personal milestones, and general food benefits. Full transparency on all credit spending with exportable data.

This was a key differentiator. Traditional workplace benefits like health and wellness programs make ROI extremely difficult to calculate. With Cubbi, leaders could see exactly how their investment translated into employee engagement, adoption, and satisfaction.

The Outcome

The credits and benefits system transformed Cubbi from a food delivery platform into a workplace benefit platform. It gave business leaders the tools they needed to invest in their employees, measure the impact, and justify continued spending, creating a powerful retention and expansion engine for Cubbi's business model.

The Context

Commercial real estate (CRE) landlords are an increasingly important customer segment for Cubbi. As return-to-office initiatives accelerated, building owners began looking at workplace food as a tenant amenity: a way to differentiate their towers, drive foot traffic, and improve tenant retention. But the existing Cubbi tooling was built for individual businesses, not for landlords managing entire buildings full of tenants. CRE customers were powerful, but the experience around them was almost entirely manual.

The Problem

The Opportunity

A dedicated CRE Dashboard could solve every one of these customer problems while simultaneously eliminating the manual operational burden on the Cubbi team. By giving landlords a single self-serve platform to manage onboarding, tenant activations, credits, benefits, and billing (with full transparency throughout), Cubbi could unlock the CRE segment as a scalable channel rather than a high-touch one.

The Solution

The CRE Dashboard was designed as a single platform purpose-built for landlords. It consolidates every workflow that previously required Cubbi intervention into a self-serve experience: streamlined tenant onboarding, real-time visibility into deliveries and activations across the building, credit purchasing with live balance tracking, the ability to gift credits to individual tenants, tools to create building-wide food benefits, and complete transparency into billing and billing history. In short, every CRE customer pain point is addressed in one place.

The Process

Status

This is an exploratory AI project that has not been shipped. It was built as a way to pressure-test how quickly a real product concept could move from problem definition to a working, well-architected prototype using AI tooling, and to demonstrate what a fully self-serve CRE experience could look like for Cubbi.

The Onboarding Experience

Onboarding was the first problem to solve. Previously, getting a CRE customer set up on Cubbi was a manual, multi-week process that involved back-and-forth emails, hand-collected documents, and a Cubbi team member shepherding every step. The onboarding prototype reimagines this as a guided self-serve flow that a landlord can complete in a single sitting: company details, billing setup, plan selection, tenant import, and asset distribution, all in one continuous experience with clear progress indicators at every step.

Open the onboarding prototype in a new tab →

The Dashboard Experience

Once a CRE customer is onboarded, the dashboard becomes their day-to-day hub. The prototype below is fully interactive. Click around to explore the tenant dashboard, benefits creation flow, credit purchasing, gifting, billing management, and reporting.

Open the dashboard prototype in a new tab →