Entrepreneur project · Food Service
Overview
An AI Meal Planning & Healthy Delivery for Busy Young Individuals.
NutriGo is a tech-driven healthy catering service designed for the fast-paced lifestyle of university students and young professionals in Hong Kong. The service bridges the gap between nutritional tracking and meal delivery by using AI-driven personalization. Based on user data and health goals, NutriGo generates customized meal plans supervised by professional nutritionists, providing a seamless "all-in-one" solution that includes menu planning, ordering, and direct delivery. Its flexible subscription model (such as the "Stack & Go" program) aims to make balanced, high-quality nutrition both accessible and affordable in an urban environment.
"AI plans it. We deliver it. You just eat well."
ConceptBusy students/professionals in Hong Kong want to eat healthily but don't have time to plan meals or track nutrition themselves.
Design an AI-personalized meal-planning + delivery subscription service, nutritionist-supervised, with a flexible "Stack & Go" plan.
Figma (UX/UI, service flow), AI personalization logic, subscription/e-commerce flow design.
The Problem
Fast-paced routines leave no room for grocery shopping or meal prep — takeout becomes the default, high in oil, salt and calories.
Even those who want to eat healthy don't know how to plan balanced meals or track macros on their own.
Constant confusion and stress about what to eat next, every single day.
"No time to prepare food."
"Lack of knowledge of nutrients."
"Healthy meals are too expensive."
Source: NutriGo questionnaire, 2025 — 49 responses, 20 in-depth interviews.
The Solution
NutriGo solves this with an all-in-one AI-powered meal planning and healthy delivery service: personalized weekly menus generated from height, weight and goals (muscle gain / fat loss), one-click ordering that converts the plan directly into orders, and a central kitchen that prepares and delivers meals to dorms, offices and gyms.
The AI decides what to eat, so users don't have to.
Transparent, easy-to-read nutritional values for every meal.
Meals priced between HK$30–50, accessible for students and young professionals.
Market Context
Healthy eating and personalized nutrition are accelerating global trends, and Hong Kong's food e-commerce market is following the same curve.
User Research & Segments
Research combined 49 questionnaires and 20 in-depth interviews to map three core user segments and validate NutriGo's value proposition against real behaviors.
| Segment | Key Behaviors | Validation |
|---|---|---|
| Students | Price-sensitive, want convenience, low cooking skills | Prefer flexible meal passes |
| Young Workers | No time, stressed, need predictable healthy lunch | High interest in delivery integration |
| Fitness Enthusiasts | Protein-focused, track macros | Want AI precision & reliability |
"AI + delivery would solve my biggest problem."
"I would become a first-batch tester if NutriGo launched tomorrow."
Competitor Landscape
| Competitor | What They Do | Limitation |
|---|---|---|
| MyFitnessPal | Nutrition tracking | No meal delivery |
| Foodpanda / Keeta | Delivery | No health-orientation / personalization |
| Keep | Fitness + community | Weak diet planning |
| Appediet | Basic macro analysis | Limited functions |
No competitor combines AI personalization with healthy delivery — that gap is NutriGo's unique positioning.
Product Walkthrough
The user builds a profile with age, occupation, health goal (Fat Loss / Muscle Gain / Maintenance / Recovery), activity level and dietary restrictions. A "Why use NutriGo AI?" panel communicates three core values: tailored to HK tastes, budget conscious, scientific macros.
The AI generates a full daily plan — Breakfast, Lunch and Dinner — with calories, protein and carbs per meal, a running calorie total, and an Order Summary with the overall price (e.g. HK$155) and an "Order All Meals" call to action.
A fully explorable menu with filters (All, High Protein, Low Carb, Vegan, Breakfast), each dish card showing nutritional tags, calories and price in HK$.
Monthly, Quarterly and Annual plans — the Quarterly Pass at HK$150 is the most popular: 20% off all meals, free delivery, priority support and weekly adjustments, alongside a dedicated payment methods section.
Business Model
User subscribes and pays → NutriGo's AI builds and delivers the plan → user gets food.
The AI creates a personalized weekly meal plan from the user's profile and goals.
The user orders meals directly from the generated plan, one click at a time.
A central kitchen prepares and delivers meals to dorms, offices and gyms.
Contact