CheckoutWeekly/TaskHusky Curated Newsletter #2131

Hey *|FNAME|*... The Most Important Meal of the Day with MagicSpoon

August 10, 2021

Hello -

There I was, minding my own business, just sitting there enjoying a folded paper box of the fried entrée enigma that they call chicken nuggets when the guy next to me says, “Do you even know what those things are made of?” I took nugget #8 from my 10-piece box of wonder-food, slipped it seductively into the little plastic cup of sweet-and-sour dipping sauce, looked him straight in the eye and said, “Angel tears and rainbows.” Somehow the disdain on his face made my meal just that much more enjoyable. But that got me thinking … I have no idea what a chicken nugget is actually made of. There is no defined piece called “the nugget.” Legally, I suppose one could make “chicken nuggets” out of just about any part of the chicken, right? I have decided to not think about it. But I did go out and try to find healthy foods sold on a Shopify store. You know … something that mister busy-body smarty-pants sitting next to me might approve of. And I found one … It’s a cereal company called MagicSpoon and they make — you guessed it — cereal. But what got my attention was the list of non-ingredients in their profile: “Magic Spoon cereal is High-Protein, Low-Sugar, Keto-Friendly, Non-GMO, Gluten-Free, Grain-Free, Soy-Free, Wheat-Free, Nothing Artificial, Childlike Cereal for Grown-Ups.” I figure I am just childlike enough to handle this. Here’s this week’s teardown. Happy selling,Zachary

This Week’s Target: MagicSpoon.comCompany ProfileMagicSpoon is just 2 years old and have been Direct to Consumer (D3C) since day 1. It was founded by Gabi Lewis and Greg Sewitz — long-time friends who went to college together. This is technically the second business that they founded together … so, they are cereal (serial) entrepreneurs (their joke, not mine, and yes, I am jealous). Their site is #250 in the list of Shopify success stories and they are on Shopify Plus. They also actively market through social media and sell on Amazon. The Shopify Theme They UseWith all the animations and overlays, this is OBVIOUSLY a custom theme uilt from the ground up just for MagicSpoon. You know me … I normally think that is a waste of money. But in this case the site is so specialized that it works for me. I hope they got a good deal. The Good StuffI see a lot of email subscription Call-to-Action messages (CTAs). I really like the one here. It offers a contest incentive and is both on-brand and humorous. “Like our cereal, our emails contain no junk.” It’s the little things that make the difference. I like almost everything about this site. It is well-designed and consistent. And they keep a solid focus on the core product. They are laser focused, which is very impressive. The flow is exceptional. Just take a look for yourself. The main menu has 2 items …2! There is only a single product page (with 10 variants). And that product page has everything you need above the fold, but there is plenty of down-page content. Needs ImprovementThe color and scheme and animations are a bit much. I feel like I am in the Willy Wonka movie. I promised myself that I wouldn’t mention page speed again because it sounds like I am repeating myself. The mobile version failed to fully load.  Apps They DeployWe ran a scan to see what Shopify apps & supporting services they are deploying. Get a load of this list:

  • Klaviyo — Customer lifecycle management.

  • Hotjar — Website user heatmaps.

  • Elevar — Marketing data.

  • Rebuy — Personalization and repeat purchases.

  • OptinMonster — Opt-in forms like the cool one they have.

  • Yotpo — Customer reviews.

  • Bugsnag — Code quality tool.

  • Rollbar — website error detection.

  • Recharge — Subscription payments.

  • PayPal — Just a single Express Payment option this time. There are more in the code, but not displayed on the site.

  • DoubleClick — Ad network.

This may not be a complete list. But that’s a pretty small list.

Marketing Stuff They DoThe first time I heard about MagicSpoon was on a podcast. They are obviously advertising actively. They also have an active influencer marketing campaign tied into the ads. It helps that the idea of cereal for adults ties into nostalgia. Who wouldn’t want an adult version of Fruit Loops of Cocoa Puffs? You can read about that strategy in this interview with co-founder Gabi Lewis. And they purchase so many Facebook and Instagram ads that Facebook made them into a case study which you can read here. Which begs the question, “Exactly how muck ad spend do you have to do to get the Zuckers to do a case study on you? I bet a lot. In addition to the social media ads, they have >300k followers on Instagram — which is impressive – and 71k on Facebook.

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