602,000 euros of net profit in 2024, twice as much as the previous year. Wetaca has achieved what seemed impossible in the competitive world of food at home: grow in sales (23%) and improve margins at the same time, according to their 2024 accounts that he collects Five days.
The turn. The company, founded by former Masterchef Efrén Álvarez consistent, has ceased to be a company that sells Tápers to become one that you subscribe. The automatic subscription model, launched in 2021generate weekly orders that are sent unless the client modifies or cancels them. You no longer have to remember to ask: the menus arrive alone.
This apparently subtle change has changed the business. The recurrence has become the Holy Grail of Wetaca, which has invested more than 1.1 million euros in marketing to capture subscribers, twice as much as in 2023.
In perspective. The prepared food sector lives a paradox: Dark Kitchens They left their best moment behind and the aggregators of Delivery They have a complicated profitability, but Wetaca is thriving with a model that seemed to have a difficult fit with the current offer.
- Centralized cuisine in Villaverde.
- Tápers that are sent cold.
- Menus that last a week in the fridge.
- Model that asks for a conscious and planned purchase, not impulsive.
The difference is in the economic equation. Without RIDERS No commissions to platforms, without the pressure of delivering in half an hour. Only efficient production and customers that automatically repeat each week.
And now what. With 94 employees and a debt of 5.2 million (1.5 in the short term), Wetaca will need subscriptions to continue flowing. The commitment to new machinery seeks precisely that: producing more maintaining the margins that have cost them so much to achieve.
Between bambalins. The founders Álvarez and Casal maintain 71% of the company, while Cabiedes & Partners control almost 20%. This concentrated shareholding structure has allowed them to bet on the long term instead of pursuing growth at any price, the curse of so many delivery startups.
The subscription model not only allows them to sell more: that model is a prediction machine demand, optimize production and reduce waste. When you know how many tápers you will cook every week, everything becomes more efficient.
Outstanding image | Wetaca
GIPHY App Key not set. Please check settings