Case Study: Imperfect Foods doubles weekly order volumes with Split

How Imperfect Foods Expanded Their Revenue With Experimentation

Imperfect Foods is an online grocery subscription service on a mission to eliminate food waste by rescuing surplus and cosmetically imperfect produce and groceries. As the company expanded from produce into full grocery and faced surging demand during COVID-19, a small engineering team needed a faster, experiment-driven way to test product ideas and roll out changes without building a heavy internal framework.

By adopting Split (with Segment integration) they implemented feature flags and experiments across signup flows and site features—testing add-on grocery subscriptions and multiple signup variants. The result: weekly order volumes doubled, the bold signup variant drove the highest adoption without hurting conversion, teams shipped changes faster (reducing customer care calls), and Imperfect stayed on track to save more than 200 million pounds of food in 2020.

Imperfect Foods

Patti Chan

VP Product