How Wildgrain Baked Up 80K+ Subscribers

This week, we’re joined by Ismail Salhi, co-founder and CEO of Wildgrain, a fast-growing DTC subscription service that delivers artisanal breads, pastries, and pasta directly to customers' doorsteps.

In this episode of DTC Pod, Ismail shares his journey of rapidly scaling Wildgrain to over 80,000 subscribers since launching during the pandemic in 2020. He shares the key strategies that have driven Wildgrain's success: focusing on product quality, customer experience, and efficient operations.

Ismail breaks down their decision to outsource baking to local bakeries—a move that positioned them as a larger buyer than Whole Foods and Trader Joe's in some markets.

He also talks about investing in logistics tech to optimize product delivery and streamline processes. This focus on tech integration across all business areas has been crucial to their ability to scale effectively.

We also explore Wildgrain's customer acquisition strategies, which involve education marketing, meta, and influencers.

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Fav Quotes from Episode #346

Investing in Logistics Tech: “Part of what we've been doing over the last four years is building this basically tech layer over a 3PL layer over a last mile carrier network layer that allows us to ship boxes in great shape, fully frozen, delivered to your door, in any temperature, with any carrier, with any 3PL on time and in a great shape.” — Ismael Salhi, 00:11:22 - 00:11:51

Catering to Every Dietary Preference: “Our goal is to be America's favorite bakery, inclusive of all diets. And so if you're gluten free now, we just launched a gluten free custom box just for you so you can customize different artisanal breads, pasta and pastries that are all gluten free, that you can eat, that you can reheat in your own oven. We have the same thing for vegan and plant-based. And we're launching dairy-free and we're launching nut-free. And so we're launching different things for different diets... We know now in the US some people in the household are plant-based, some people are gluten-free, some people want keto, and we want to accommodate everybody." — Ismael Salhi, 00:23:33 - 00:24:01

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3 Best DTC Practices from Ismail Salhi

1. Hit the market fast, perfect as you go

When you're just starting out, it's easy to get caught up in the pursuit of perfection. You want everything to be just right before you put your product out there. 

But here's the thing: you can't really know what "just right" looks like until you get your offering in front of real customers.

That's why Ismail advises launching as soon as you have something viable, even if it's not flawless. This way, you can start gathering that invaluable feedback from actual users.

Initial customers will tell you what they love, what they don't, and what they wish your product could do. You can then refine and improve much more effectively than if you were just guessing in a vacuum.

Focus on delivering real value to your initial customer base. Once you've nailed that, you can start iterating and expanding your product line based on their input and evolving needs. 

It's all a process, and it starts with taking that leap and getting to market quickly.

2. Automate and outsource for smarter workflows

As a startup, you're often working with limited resources. You can't afford to throw money at every challenge or hire a massive team right off the bat. So, how do you scale effectively without breaking the bank?

For Wildgrain—a lean team of 10 people—the secret is automating processes and outsourcing strategically.

They've invested in developing tech to streamline all sorts of processes, from order processing to customer support. This allows them to handle a high volume of business.

Wildgrain also partners with external providers for key functions like manufacturing and shipping. They don’t try to build it all in-house. Instead, they tap into  the expertise and economies of scale of established providers.

3. Adapt marketing spend to seasonal demand

Not every month sees the same consumer patterns. Depending on your industry and target audience, there are likely to be certain times of the year when people are more inclined to buy what you're selling.

For Wildgrain, they've observed that demand peaks during the colder months of Q4 and Q1. In response, they allocate 70% of their marketing budget towards these peak months.

The takeaway here is to really dig into your own business's demand patterns. Look at your sales data and talk to your customers. This way, you can reach the right people at the right time and maximize your ROI.

LA: Tempo x E-commerce Beauty Event

Monday, November 25th @7:30 PST

Tempo warmly invites you to an exclusive, women-only happy hour they’re hosting on Monday 25th of November at Townhouse Beauty in Beverly Hills. It’s a chance to treat yourself, relax, and recharge!

You’ll enjoy a selection of fine caviar, champagne, custom holiday nail designs, and of course, a complimentary manicure to pamper you. Plus, a very special guest will come do a session on manifestation.

Space is limited—be sure to RSVP here to reserve your spot.