What Held Back Growth at Terence Tam's Ross & Zane?

Terence Tam says getting attention for Ross & Zane was not the hard part. The Monday-to-Friday lunch subscription was new, competitors were not really there yet, and coverage from a few outlets put something like 10,000 hits on the page. Conversion was tiny, and churn was the problem that mattered. Customers tried the service for a week or two and then did not come back. His team sent a Typeform survey each week on food quality, delivery time, and ordering. Price was one reason people left. He was also surprised that they kept changing lunch choices and delivery times. He had expected a subscription to settle into a habit.