What EveryPlate changed

• Increased the weekly menu size to 35+ recipes.
• Doubled the amount of vegetarian meal options.
• Increased chicken-based recipes by 50%.
• Updated the homepage headline to highlight their "Biggest and Boldest Menu Yet."

EveryPlate is moving beyond just being the "lowest price" option by increasing variety. By adding more chicken and veggie options, they are trying to attract customers who want both a low price and a lot of choices.

• Removed mentions of "35+ Weekly Recipes."
• Removed the "2x The Veggie Variety" highlight.
• Added a new claim: "America’s Lowest Priced Home Cooking Box."
• Removed the "Biggest and Boldest Menu Yet" headline.

EveryPlate is shifting its marketing focus away from the variety of its menu (like veggie options and recipe counts) to double down on being the cheapest option in the market. This suggests they want to win on price rather than selection.

• Added a new headline: "2x The Veggie Variety"
• Repeated the "35+ Weekly Recipes" and "Biggest and Boldest Menu Yet" banners at the top of the page

EveryPlate is moving beyond just being a budget meat-and-potatoes service. By doubling their veggie options, they are targeting a wider audience that wants healthy, plant-based meals at a low price point.