Why Competition in the Food Business is a Good Thing (and How to Stand Out)

When I first started my healthy food delivery business 10 years ago, there was no competition—because I was the first in my country to introduce this kind of model. At that time, no one else was offering pre-planned, prepaid healthy meal deliveries, and I had the market all to myself. But as the demand grew, competition started to appear. Instead of panicking, I saw it as proof that I had created something truly valuable. If others wanted to replicate my idea, it meant I was on the right track.

One of the early photos of mine presenting business in the local news

Over the years, I’ve noticed something fascinating—whenever I travel and meet people from different countries, I talk about my business model, and their response is always the same: “Wow, we need something like this in my city!” It’s a clear sign that this market opportunity is still wide open. Many places still don’t have a structured, well-executed healthy meal delivery service, which means competition should be the last thing holding you back.

Why Competition is a Good Thing

A crowded market means customers already want what you’re selling. Instead of wasting energy wondering if people will buy from you, you can focus on making your offer stand out. Think of competition like a busy street lined with coffee shops—people aren’t saying “Ugh, too much coffee, I won’t buy any”. Instead, they’re choosing the shop that feels right for them. Your food business works the same way.

Here’s why competition can actually work in your favor:

• It Validates Your Business Idea – If people are already paying for similar services, it’s a sign that the market is ready. No need to convince customers they need healthy meals—your competitors have already done that for you.

• It Pushes You to Be Better – Let’s be honest, if you had no competitors, you might not try as hard to innovate. Competition forces you to improve your food, customer service, and branding. It keeps you sharp.

• Customers Love Having Choices – Just because someone is already buying from another meal delivery service doesn’t mean they won’t try yours. People love testing new flavors, services, and experiences. Many rotate between multiple brands before they find the perfect fit.

• Many Places Still Lack Healthy Food Delivery – Even in cities with multiple meal delivery services, there is still room for new players. People constantly say “We need this in my area!” meaning there are huge untapped markets.

How to Stand Out in a Crowded Market

Once I realized competition wasn’t my enemy, I focused on making my business unique. Instead of offering just “healthy meals,” I created a prepaid 21-day meal plan that eliminated decision fatigue for my customers. That simple twist helped me land my first big batch of clients.

Here’s how you can differentiate your food business:

1. Find Your Unique Angle – What makes your meals different? It could be your ingredients, packaging, sustainability efforts, or a meal plan tailored to a specific diet like keto, high-protein, or plant-based options.

2. Build a Personal Brand – People buy from people, not just businesses. Share your journey, your passion for food, and why you started. Customers love connecting with brands that feel personal and relatable.

3. Offer Convenience & Simplicity – Customers don’t just buy food; they buy solutions. Make ordering easy, create pre-planned meal subscriptions, or offer delivery at times that fit their schedules.

4. Leverage Social Proof – Testimonials, customer reviews, and user-generated content (like customers sharing their meals on Instagram) make a huge impact. Show proof that people love what you do.

5. Use Strategic Marketing – Instead of trying to reach everyone, focus on a specific audience. If you specialize in meals for busy professionals, market in LinkedIn groups or through targeted Instagram ads. If your meals are for gym-goers, partner with local fitness trainers.

Final Thoughts: Competition is an Opportunity, Not a Threat

Instead of worrying about competitors, learn from them. See what works, what customers love, and where there are gaps. Then, position your brand in a way that highlights your strengths.

The food business isn’t about eliminating competition—it’s about winning your share of a growing market. There’s room for multiple successful brands, and your uniqueness is what will attract the right customers.

If you’re ready to create a food business that stands out, I break it all down in my Jumpstart Masterclass. Learn how to launch and grow your brand in a competitive market—without wasting time on guesswork!