Growing Healthy Food Sales with Smart Marketing | Yuriy Townsend from Everytable

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Hey everybody. Welcome back to Pathmonk Presents. We’re really looking forward to today’s episode. We’ve got the performance marketing manager over at Everytable. Yuriy, how you doing today?

Yuriy Townsend: Doing well, thanks for having me, Kevin.

Kevin: Looking forward to learning about what you guys are doing from a marketing and growth perspective. Before we dive into everything and understand what’s going on from a marketing perspective over at Everytable, maybe you can give our audience a little bit of a background. What is Everytable? What’s it all about? Just give us the background.

Yuriy Townsend: Yes. So at the core of it, we make fresh, nutritious scratch-cooked meals. Have it delivered to any one of our locations in LA or San Diego. You can buy meals online, have them delivered to your place, or pick them up at one of our locations.
We also offer a discount if delivered on repeat. But our biggest goal is to make it as affordable as possible—cheaper than fast food—and healthy and nutritious.

Kevin: So it’s like a healthy e-com website where people can buy pre-made meals. But it also seems like there are some brick-and-mortar stores in certain cities where you can drive foot traffic.

Yuriy Townsend: Exactly.

Kevin: Awesome. So a nice little combination of both. Got it. In order to learn a little bit more about what you guys are doing from a marketing perspective, I’d love to know who is the primary audience? I know when I was checking out the website, it looks like anyone can go on and buy a meal or package, but it also seems like you work with some businesses as well. Maybe you can tell us who the different audiences or companies are that you work with, what problems you’re solving for them, and what sort of services they can expect?

Yuriy Townsend: Yeah. So we service a wide range of customers—families living with food insecurities, busy professionals. A lot of our stores are near corporate locations, schools, and universities. Busy families with kids who don’t cook or make meals.
You’re right, we also offer other services on our website. We do Everytable at Work, where we offer employee meal programs and subsidies for companies, which is a great deal.
We also have food service programs—we provide meals for homeless shelters, seniors, and medically tailored meals at hospitals. A lot of our catering orders come from hospitals.

Kevin: Sounds like you guys are doing some really great stuff. More than anything, the vibe I get is that anyone can go on something like Uber Eats or DoorDash and grab burgers or pizza, but you guys provide healthy alternatives to the norm. Is that kind of right?

Yuriy Townsend: Exactly. Super nutritious. Like my girlfriend—she’s gluten-free, and you can’t find a ton of gluten-free options. Even our desserts are scratch-made, gluten-conscious, and dairy-free.
We fit all sorts of lifestyles—vegan, vegetarian, keto—whatever diet you’re into. It fits any type of lifestyle.

Kevin: Awesome. Nice to know. So I want to start focusing on the marketing efforts in general. Maybe you can tell me—how does the audience typically find out about you? What sort of channels is the marketing team using to acquire new business?

Yuriy Townsend: We’re really big in the local community, so we do a lot of local events. There’s word-of-mouth and organic.
From a marketing standpoint, most of our new customers come from Google Ads and Meta Ads. Those are the biggest paid channels. We also advertise on TikTok, Nextdoor, and Yelp.
I’m also in charge of email and SMS marketing campaigns on Klaviyo. We get really good conversion rates there—we send about three emails per week, typically driving people to our website.
Right now it’s March Madness, so we’re sending themed emails and running meal competitions. We’re also working on growing our social presence.

Kevin: Awesome. Speaking about how you reach these audiences and your email campaigns with high conversion, I want to talk about the website. What role does it play in client acquisition or selling meals? Do you feel it has any major strengths or weaknesses?

Yuriy Townsend: Absolutely. I think our website does a great job cultivating subscriptions and loyalty programs.
Users can log in, have meals delivered whenever they want. It helps me a lot too—I drive traffic to the website, get people to sign up, and offer discounts on their first meal.
The website is huge. We spend all this money on paid media, so we need to get the right type of person to the site and intrigued enough to buy a meal or reach out.
Customer support is also strong. But yes, the website is key to cultivating subscriptions and newsletter signups.

Kevin: Speaking of conversions and channels—sounds like you’re investing heavily in paid media like Instagram, Google, etc., but you’re also doing some organic SEO. Where are you seeing the highest conversion percentages per channel?

Yuriy Townsend: Great question. Our organic traffic actually converts the best percentage-wise. It doesn’t bring in the most conversions overall, but those who come organically are more likely to convert.
That’s partly because our current website isn’t built for SEO—we’re transitioning to a new one. So the organic traffic we do get is mostly branded—people already searching for Everytable.
When I joined, we were spending a lot on Google, and 90–95% of that was on branded traffic. So yes, we had high conversion rates, but those people likely already knew us.
The key now is getting new customers who don’t know us yet and converting them.

Kevin: Right. Branded searches are great, but they’re already familiar. You need to win over new audiences through unbranded SEO. You won’t get the same conversion rate, but you still want to convert as much of that traffic as possible. So, when it comes to conversion goals—what are your top priorities? Is it just one-time purchases, or also subscriptions and business accounts?

Yuriy Townsend: Number one is purchases.
Most people searching for pre-made meals don’t even realize we offer subscriptions. They go to the menu, buy a product, and then we follow up with offers like 10% off if they subscribe.
After purchases, the next step is trying to convert them into subscribers. I send follow-up emails explaining how it works, the benefits, etc.
So first priority: purchases. Second: converting those purchasers into subscribers. Contact forms and business inquiries are tracked, but they’re a secondary metric.

Kevin: Got it. I think we’ve got a pretty good picture of what’s happening at Everytable. I want to shift to you now. As the performance marketing manager, what does your day-to-day look like?

Yuriy Townsend: Campaign management. We run ads on Google, Facebook, Instagram, TikTok—you name it.
My job is to lower CAC and get new customers. I handle email and SMS marketing as well.
We’re on delivery apps like Grubhub, DoorDash, Uber Eats—and there’s advertising within those apps too.
I monitor performance, keep creatives updated, run testing, optimize regularly.
Lately I’ve also started working more on SEO. We have an agency, but I provide paid media insights that can inform our SEO strategy.

Kevin: Yeah, sounds like classic campaign monitoring and optimization. Keeping an eye on metrics, testing new things, iterating continuously to drive better results.

Yuriy Townsend: Exactly.

Kevin: Where do you go to stay sharp and informed? Any favorite places for learning and staying up to date?

Yuriy Townsend: Klaviyo and Meta have great insight centers. I also read a lot of search marketing blogs and articles.
I used to work at a digital agency, so I’m constantly on LinkedIn. It’s been a great source for new ideas—former coworkers share valuable tips and posts.
Marketing evolves fast, and you don’t want to fall behind. Staying proactive is key.

Kevin: Totally agree. When Google changes its algorithm, if you’re the last to find out, you’re already behind. LinkedIn’s become a great place for learning and sharing.
Let’s wrap up with a rapid-fire round. Shorter, crisper answers, but thoughtful. Ready?
What’s the last book you read?

Yuriy Townsend: Mr. Penumbra’s 24-Hour Bookstore. It’s about a laid-off web designer in San Francisco who finds work at a mysterious bookstore. Great mystery. Highly recommend it.

Kevin: Love it. Adding it to the list.
If there were no boundaries in tech, what’s one thing you’d fix for your role?

Yuriy Townsend: Tracking. I’d create a unified, fully accurate tracking system across all platforms—especially for conversion attribution.

Kevin: You’re not the first guest to say that. A magical all-in-one tracker would be amazing.
If you could automate one repetitive task, what would it be?

Yuriy Townsend: Reporting. I handle reporting across eight platforms, plus Klaviyo and Power BI. It’s time-consuming. I wish it could just understand exactly what I need and deliver it instantly.

Kevin: Yes, real-time automated reporting that’s 100% accurate—that’d be a game changer.
Last one: what’s one piece of advice you’d give yourself if restarting your marketing journey today?

Yuriy Townsend: Don’t be afraid to fail. I used to hesitate launching things, especially at agencies spending someone else’s money.
But I’ve learned that trying and failing is the only way to improve. Some of the best results have come from things I wasn’t fully confident in but tested anyway.

Kevin: Well said. Be brave. Fall, get up, learn.
That’s it for today’s episode. Yuriy, thank you for joining us. Before we go, one last chance—let everyone know what Everytable is all about.

Yuriy Townsend: Thanks, Kevin. Everytable is a great company doing meaningful work in our local communities. The food is super tasty. I live in Arizona, but whenever I visit LA or San Diego, I stop by Everytable.
And beyond meals, we run programs that help the community. So please check out the website—we’ve got great food and great initiatives.

Kevin: Awesome. Thanks so much, Yuriy. Talk again soon.

Yuriy Townsend: Awesome. Thanks, Kevin.