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Cook it rolls out a new and improved reward program

Challenges and surprises at the core of the new Star Chef program

Montreal, October 27, 2022 – After more than a year of work, Cook it is pleased to launch a new version of its Star Chef reward program, the only program of its kind in the industry. This program allows customers to receive a variety of rewards, such as credits, discounts and free products based on their customer journey. Gamification is at the heart of this new program, which invites its users to take on different challenges, earn stars and redeem them for rewards, and reach higher levels for even more perks.

“Fun and innovation have always been at the heart of Cook it, and they’re the inspiration behind this new program, says Marie Hamelin, Director of Customer Experience. Star Chef allows us to reward our best customers, while stimulating certain behaviours that bring us value.”

The new program is the culmination of months of research and analysis, and is built around some of the best loyalty practices on the market.

“Food can be so guilt-inducing, says Judith Fetzer, the company’s CEO and president. With the new Star Chef program, we aspire to give back to our customers, thank them for their loyalty and bring a bit of fun back into the kitchen.”

This is one of many projects that have been recently unveiled by the company, to give its customers even more value at a time where inflation is high. Two new flexible plans were unveiled in September and the company launched a new line of ready-to-eat meals in the spring. Cook it is also working on a reusable cooler, which has been tested by 200 customers and will be unveiled to the general public in 2023.

The company, which reported 4% growth in its most recent fiscal year, has gained the support of several major partners over the past year, starting with the Fonds de Solidarité FTQ, which invested $10 million for the acquisition of Cook it’s ready-to-eat facilities last spring. This was followed by a partnership with the agri-food multinational Sodexo to produce the new meals. Finally, in August 2022, the company announced $5 million in financing from Desjardins Capital to continue to improve its customer experience.

Subscribers will be able to explore the new Star Chef dashboard as of Monday October 31st 2022.

About Cook it
As a pioneer of meal kits in Canada, Cook it’s goal is to be the best way to eat. Whether that’s by making you want to cook again, by reducing food waste or simply by taking away the mental load associated with meal planning, Cook it offers meals prepared with the best products on the market. Every week, the menu offers over 20 new ready-to-cook recipes and ready-to-eat meals to heat up in 2 minutes, vegetarian options and all sorts of 100% local grocery items in the Pantry. Created by chefs and approved by nutritionists, every recipe is made with fresh, local and seasonal ingredients for maximum freshness on your plate. With these delicious meals ready in less than 30 minutes and delivered to your home for free, having a diverse and balanced diet has never been so easy! For more information, visit