On our latest podcast we chatted with Arthur Guinness, Head of acquisition at Mindful Chef

On our latest podcast we chatted with Arthur Guinness, Head of acquisition at Mindful Chef.

Here, Arthur answers some quick-fire questions on what motivates him, the challenges he’s facing right now and the importance of UGC in Mindful Chef’s growth strategy.

Watch the full podcast:

In 3 minutes: Do your friends make you fat?

Under 5 minutes: Mindful Chef vs Gousto vs Hello Fresh

What do you consider your greatest achievement?

Very hard question! I’ll say raising my son, who is only two and a half but he makes me very proud every day.

What’s the biggest business challenge that you’re facing in 2023?

Unpredictability. Forecasting accurately has always been a key pillar of my roles and it’s got a lot harder in the last three years.

What is your secret weapon when it comes to business growth?

A strong brand is key for scalable performance. As a performance marketer I realised early on in my career that working on accounts with strong brands was a cheat code.

In your eyes, what is the role of marketing?

To change the behaviour of consumers in order to drive the business goals.

What role have your customers played in your business success?

They star in some of our ads! We put out an email to our top customers asking if they’d like to film themselves talking about Mindful Chef in return for account credit, and we then made these into some great ads.

Our community is very active. We have over 25,000 customers in a Facebook group, which has people sharing their recipe creations and asking questions, as well as interacting with our marketing team for surveys and ad-hoc questions.

We run regular focus groups and recipe testing sessions in our office, in which our customers love to be involved.

What is your idea of perfect happiness?

Fulfilment and freedom. Also, being near the sea.

What is your greatest fear?


Who are your heroes in real life?

I follow Mark Ritson and Tom Goodwin on LinkedIn and always find their posts to be inspiring and thought-provoking.

What is your greatest extravagance?

A nanny!

Which words or phrases do you most overuse?

I had to ask my team about this one:


‘Let’s not overcommit’

‘We’re keeping our powder dry’

What or who is the greatest love of your life?

My wife Hannah and my son Marlowe.

What is your most marked characteristic?

I was born with six fingers on each hand.

What is your greatest regret?

Tough one. Maybe not going on more adventures before having children. I would have loved to have done a trek or a bike across a country/continent.

When and where were you happiest?

In Italy on my honeymoon.

What is your motto?

Learn fast!

Friends in conversation | Herdify

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