RE: Vote12 Dec 2022 13:30
A reminder
Why are the BOD painting things bleaker than they are by asking to come off
stockmarket - it just doesn’t add up to me. New membership launch where’s updates
On that it was all so positive a few short months ago so why this drastic measure I’m not buying
Their reasoning not at all imo
Trading update and revised guidance for FY22
‘Parsley Box Group plc (AIM: MEAL), the direct to consumer provider of ready meals and other products focused on the 65+ demographic, today issues an update on trading for the first 6 months of 2022.
Highlights
- Revenue £9.6m (H1 2021: £14.0m)
o New customer revenue £0.9m (H1 2021: £3.0m)
o Repeat customer revenue £8.7m (H1 2021: £11.0m)
- Average order value ("AOV") increased 25% to £45 (H1 2021: £36)
- Gross margin % increased to 32% (H1 2021: 30%)
- Marketing spend as a % of revenue limited to 24% (H1 2021: 36%)
- Adjusted EBITDA loss reduced by 42% to £2.1m (H1 2021: £3.6m)
- Closing inventory £1.2m (Dec 2021 £1.2m)
- Closing cash £5.3m (Dec 2021: £2.5m)
As advised on 1 June 2022, the Group has continued product development at pace. The summer catalogue launched in July with the new gifting range of 40+ gifts for all year-round occasions, ten new slow cooked meals, four new hearty meals with a larger portion size, and more drinks, snacks and bakery items to increase AOVs.
The target to increase AOV by 25% has been achieved in the first half of the year, and order fulfilment process efficiencies have been delivered that more than offset cost inflation in logistics and the supply chain. Both of these improvements have delivered an improved gross margin of 32% (H1 2021: 30%).
Marketing spend and overheads have been purposefully managed, resulting in a 42% reduction in adjusted EBITDA loss to £2.1m (H1 2021: £3.6m).
The Group has a strong cash position of £5.3m (Dec 2021: £2.5m) and stock levels have been stable throughout H1 with >95% ongoing availability.
However, the cost of acquiring new customers has continued to increase, reaching £34 in H1 (H1 2021: £31) and the cost of a repeat order has risen to £6 (H1: £3). Deploying cost effective marketing spend continues to be a key challenge in the business and the marketing strategy continues to evolve, led by the Group's new Marketing Director. The Group has developed a new partnership with the Daily Mail online to acquire new customers through food hamper offers for occasions such as the Queen's Jubilee and Wimbledon which has opened a new customer acquisition channel that will continue in the second half of the year. A new TV campaign will also launch in September and run for the rest of the financial year, but the Group will reduce other marketing acquisition activities from Q4 should the high cost of acquisition continue.
The Group's new membership scheme will launch in August with the aim of providing a new marketing channel for repeat customers which over time can replace the hi