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T&H CX > Our Work > Strategy Case Studies > Lifecycle Engagement Strategy & Onboarding Journey Design
As My Muscle Chef (MYMC) worked to define its long-term loyalty strategy, the business recognised the need to establish stronger engagement foundations across the customer lifecycle.
With a diverse customer base, multiple purchase pathways and ambitious growth targets, MYMC sought to ensure its engagement approach was structured to support both immediate retention efforts and the long-term evolution of its loyalty strategy. Onboarding was the key focus, knowing how important the first interactions after a purchase are to shaping customer understanding, engagement habits and the likelihood to repurchase.
To feel inspired from the first purchase, understand the MYMC offer and receive useful, relevant engagement as needs and habits evolve.
To create scalable lifecycle and segmentation foundations, strengthen early repeat behaviour and provide a clear basis for CRM journey prioritisation, retention and future loyalty design.
My Muscle Chef is an Australian ready-made meal business focused on making nutrition more convenient. Its range is designed to help customers access meals aligned to their goals, with digital and direct-to-consumer experiences playing an important role in how customers discover, purchase and reorder their meals and snacks.
Food and Beverage Services
200+ employees
2025-2026
Segmentation frameworks
Lifecycle strategy
Journey design
Onboarding optimisation
Tortoise & Hare partnered with MYMC to establish the foundational engagement frameworks that underpin lifecycle growth. The work focused on defining how customers progress through the lifecycle, identifying the moments that matter and creating the strategic guardrails needed to prioritise journeys, inform loyalty design and bring to life a redesigned omnichannel onboarding journey.
MYMC now has a consolidated engagement foundation that links lifecycle logic, segmentation, journey prioritisation and onboarding design. The work creates a structured pathway for strengthening early engagement and building repeat behaviours with greater consistency, to guide loyalty development, retention initiatives and inform the ongoing evolution of CRM journeys.
The newly designed onboarding journey has been implemented, with early signals from email performance showing a strong uplift in customer engagement during this critical early window.
