Case Study: HelloFresh achieves a 3% approval-rate lift and stronger subscription retention with PayPal Braintree

How PayPal’s orchestration helps HelloFresh optimize subscriptions

HelloFresh, the subscription meal-kit leader on a mission to “change the way people eat forever,” has rapidly grown—delivering over a billion meals in 2023 across 18 markets—but faces fierce competition, macroeconomic pressures, and supply‑chain challenges. To protect growth and diversify offerings, HelloFresh needed a seamless, secure, and reliable payments infrastructure that could scale globally and minimize involuntary churn in its subscription base.

HelloFresh partnered with PayPal Braintree and implemented PSP‑agnostic solutions including the Braintree Vault and the Optimization Suite (Network Tokens, Account Updater, Retries) to securely vault tokens across providers and automate recovery of failed payments. That approach drove an incremental 3% increase in approval rates, reduced involuntary churn, and improved customer retention and lifetime value while simplifying operations across regions and payment partners.

HelloFresh

Emina Zahirovic

Associate Director of Global Payments