HelloFresh Cut Costs by $5.3M While Powering Global Growth

HelloFresh, Australia’s leading meal kit provider, partnered with Satellite Office to build a scalable offshore support hub that could keep pace with rapid growth. The result: a world-class support operation that delivered $5.3M in annual savings, faster response times, and higher customer satisfaction — before successfully transitioning into HelloFresh’s own operations under our Build–Operate–Transfer (BOT) model.

“Satellite Office helped us scale quickly during a period of rapid growth. We saw meaningful improvements in customer service response time and quality, and the team’s CSAT and resolution metrics improved as a result.”

— Tom Rutledge, CEO & Founder, HelloFresh ANZ 

About Hello Fresh

  • Industry: eCommece, Australia’s leading meal kit delivery service
  • Roles offshored: from 5 to 80 offshore team members, pioneering their own locally incorporated business
  • Offshore functions: Customer Care, Finance

 

Challenge

  • Rapid growth outpaced the capacity of the onshore customer support team
  • Difficulty sourcing and retaining enough local talent in Australia
  • Limited office space and resources to expand locally
  • Rising costs made 24/7 coverage for AU & NZ markets unsustainable
  • Needed flexibility to scale fast while keeping the option to transition operations in-house

Solution

  • Scaled from 5 to 80 employees in under three years 
  • Established a full-service Customer Support Hub across AU and NZ 
  • Added offshore finance support alongside first- and second-level customer care 
  • Combined private office, remote work options, and regular collaboration with AU team 

Key results

  • Saved AUD $5.3M annually on customer support operations 
  • Improved CSAT and first-touch resolution rates 
  • Significantly reduced average response and handling times 
  • Enabled 24/7 global customer support across AU and NZ markets 

What Roles Were Offshored?

HelloFresh’s offshore journey began with five customer service staff focused on chat, email, and voice support. Within three years, the team expanded to 80 employees, including Team Leads, Trainers, and an Offshore Customer Care Manager, as well as finance operations roles. After proving the model’s success, HelloFresh transitioned the fully built team into their own locally incorporated entity — a true Build-Operate-Transfer (BOT) success story.

Outsource by Role

Customer Service

  • 1st and 2nd Level Customer Support (Chat, Email, Voice) 
  • Team Leads  
  • Trainers 
  • Offshore Customer Care Manager 

Finance Team 

  • Finance Operations Support 

“Their recruitment, onboarding, and team support made it easy for us to manage offshore operations from Australia — and we were impressed by the professionalism and environment they provided our team in Manila.”

— Tom Rutledge, CEO & Founder, HelloFresh ANZ 

A Build-Operate-Transfer Success Story: Satellite Office and Hello Fresh

The HelloFresh–Satellite Office partnership highlights how a well-structured offshore model can drive growth, savings, and long-term sustainability. With over $5.3M saved annually and measurable improvements in customer care performance, HelloFresh gained the flexibility to scale fast while keeping quality high.

The seamless transition to an in-house entity demonstrated the strength of the partnership and the effectiveness of the BOT model — proving that businesses can build world-class offshore teams with the confidence of retaining them long-term.

Why Satellite Office

Your offshore team is one conversation away 

Book a free strategy call with our team and understand all the ins and outs of offshoring:

  • Understand your objectives and discuss roles to offshore
  • Answer all your questions on outsourcing
  • Discuss pricing and savings – you’ll leave with an estimate on savings, timeframes and kickoff plan for next steps

 

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