Julie Nguyen’s entrepreneurial journey with Methodology, a healthy and sustainable meal delivery service, began with a personal need and a relentless pursuit of quality. Frustrated with the existing landscape of ready-made meals, which she found to be either nutritionally deficient, resembling TV dinners, or excessively geared towards bodybuilders with little regard for sustainability, Nguyen envisioned a different approach. Driven by this vision, she and co-founder Stephen Liu embarked on a challenging yet rewarding decade-long endeavor, bootstrapping their company from the ground up, prioritizing long-term customer relationships over rapid growth at the expense of quality. This commitment to quality, sustainability, and customer satisfaction became the cornerstone of Methodology’s brand identity, setting it apart in a competitive market.
Their initial funding came from Nguyen’s 401k and personal savings, supplemented by a small seed round from friends and family, totaling $3 million. Choosing to prioritize slow and steady growth, fueled by customer loyalty and positive word-of-mouth, Nguyen and Liu consciously avoided the pressures of venture capital funding, which often prioritizes rapid scaling and aggressive revenue growth over long-term sustainability and customer retention. This deliberate approach allowed them to focus on refining their product, building relationships with suppliers, and creating a loyal customer base, or “lifers” as Nguyen calls them. This focus on “lifers” allowed Methodology to not only understand customer needs but also incorporate their feedback, leading to innovations like the introduction of reusable glass jars and bento boxes.
Methodology’s commitment to sustainability, a core tenet of the company’s philosophy, was championed and furthered by its customer base. Aware of the environmental impact of meal delivery services, customers actively sought eco-friendly options, which spurred Methodology to implement reusable glass jars and bento boxes for their meal packaging. This transition wasn’t without its hurdles; sourcing and implementing the glass jar system took a year to navigate the complex supply chain logistics, and the development of leak-proof, reusable bento boxes took two years. This dedication to sustainability, while challenging, further solidified Methodology’s commitment to its values and resonated with its customer base. Currently, the company offers a pick-up service for the used containers in California, aiming to expand this service to other regions in the future.
Beyond sustainability, Methodology distinguishes itself through its rigorous sourcing practices. Working directly with farmers, including a dedicated farm in California, the company prioritizes high-quality, organic ingredients. Inspired by Liu’s fine dining background, they emphasize the provenance and quality of their produce, opting for certified organic options whenever possible, especially for the “dirty dozen” produce items known to have higher pesticide residues. While this commitment to quality translates to a higher price point, it aligns with the company’s target audience, which values nutrition, ingredient quality, and sustainability over cost-saving measures. This focus on quality ingredients, coupled with carefully calculated macro ratios, positions Methodology as a premium meal delivery service catering to a discerning clientele.
Nguyen leveraged her background in media buying and data analysis to effectively market Methodology, meticulously tracking every dollar spent and its return on investment. This data-driven approach proved successful, leading to record-breaking growth in 2023 and continued expansion in 2024. Nguyen attributes this success to a growing consumer awareness of the importance of whole, unprocessed foods, combined with the convenience and nutritional balance offered by Methodology’s meals. The company’s growth has been so significant that its culinary team is struggling to keep up with the increasing demand, a testament to the growing popularity of its health-conscious and sustainable approach.
Despite the challenges of running a rapidly growing company, Nguyen continues to innovate. Having relocated to Paris, she is developing a new venture, Maison Methodologie, focusing on Einkorn-based products, starting with cookies. This new venture was inspired by Nguyen’s personal experience with gluten sensitivity and her discovery of Einkorn wheat, an ancient grain known for its digestibility and nutritional benefits. She believes in making healthy eating enjoyable and accessible, a philosophy that permeates both Methodology and Maison Methodologie. Currently produced by hand, Nguyen is exploring ways to scale production and make Einkorn products more affordable for the average consumer, aiming to bring the benefits of this ancient grain to a wider audience.
Nguyen’s decade-long entrepreneurial journey has been marked by perseverance, a commitment to quality and sustainability, and a deep understanding of her customer base. Her advice to aspiring entrepreneurs highlights the importance of having a strong support system to navigate the inevitable challenges of building a business. She emphasizes that entrepreneurship is a demanding path, and having someone to rely on during difficult times is crucial. Despite the hardships, Nguyen’s success with Methodology, now boasting eight-figure annual revenue, demonstrates that a business built on strong values and a dedication to customer satisfaction can thrive in a competitive market. Her ongoing expansion into new ventures like Maison Methodologie showcases her continued commitment to innovation and her vision of making healthy and sustainable food accessible to everyone.
