MìLà & The BoxMaker: A Partnership Recipe for Success
Meet MìLà: Authentic Chinese Food on a Mission
For brands on a rapid growth trajectory in the bustling food industry, having the right business partners in place is critical for success. From closing on a $21 million fundraising round to partnering with a Marvel superhero and launching an expansive retail rollout, the past few years have brought Chinese American food brand MìLà extraordinary growth. But with that growth came challenges, and the need to find a trusted packaging partner to help MìLà meet its full potential and consumer demand.
High Stakes Growing Pains
MìLà first entered the well-known Pacific Northwest food scene in 2018 when founders Caleb Wang and Jennifer Liao opened their restaurant Xiao Chi Jie in Bellevue, Washington. When the pandemic hit the two pivoted their restaurant into a local frozen soup dumpling service, and before long demand led them to a national launch. Immediately embraced by consumers for its authentic flavors and quality ingredients, the brand went viral and the pressure was on to capitalize on the rapid success.
When it came time for MìLà to launch its second product, Chinese noodles, the stakes were high. MìLà was also undergoing a rebrand and so change was a constant. The company needed a packaging partner who offered agility and the ability to scale with MìLà’s evolving brand, and all at the right price. That’s when they made the call to The BoxMaker.
More Than a Vendor: A Packaging Partner That Delivers
When their supplier at the time was struggling to meet MìLà’s evolving needs, Kenzie Feeney Hoffman, a Packaging Engineer, reached out to Tyler Scherer of The BoxMaker, who came highly recommended. After taking the time to understand MìLà's unique needs, Tyler and The BoxMaker team immediately got to work.
Here's how The BoxMaker delivered unmatched value to MìLà:
- Speed: With demand for MìLà products skyrocketing, short lead times and timely delivery of packaging was vital. The BoxMaker's efficiency ensured MìLà met consumer and retailer expectations.
- Expertise: The BoxMaker's award-winning structural design team right-sized MìLà's packaging, saving on material and shipping costs. Additionally, the structure was re-designed to be easier to use. This innovative approach further streamlined operations and accelerated MìLà's pack out process.
- Agility: With no print plates required, digital print gave MìLà the flexibility to tweak packaging artwork as needed, a key advantage during their rebrand process, product launches, and seasonal versioning initiatives. These frequent artwork changes have been easily accommodated with no additional costs incurred to the brand. Digital also delivered exceptional print quality, a requirement for the best impression at retail.
- Scalability: The BoxMaker's ability to scale with MìLà's brand has proven vital. Whether the client needed a few hundred boxes or a few hundred thousand, The BoxMaker has matched MìLà's growth with ease.
- Simplicity: Since originally engaging with The BoxMaker for retail packaging, MìLà has now expanded their business with this supplier to include brown shipping boxes, resulting in simplified vendor management and supplier consolidation.
All of this has been delivered at a competitive cost to MìLà, allowing the brand to leverage more cashflow towards future growth.
The Proof is in the Dumplings
"We always want to give our customers that 'Aha!' moment," says Kenzie. And that's precisely what The BoxMaker's solutions have helped achieve.
Leading into 2023, MìLà's success had primarily come from direct-to-consumer online e-commerce sales. Seeking more market growth, launching into grocery became a key initiative for the brand. Their partnership with The BoxMaker played a critical role in easing their entry into club stores this year. The BoxMaker’s award-winning structural design team designed club store trays for the brand, and as part of the process provided a strength analysis as well as the necessary expertise to guide MìLà through packaging development for Costco, Sam’s Club, and QFC (Kroger).
What's Next?
The MìLà brand has developed a cult-like following and as such, the MìLà team works tirelessly to remain relevant to their consumers, planning special launches and pack designs for the holidays and beyond. As MìLà continues to expand, The BoxMaker remains the company’s steadfast partner, offering not just solutions but a competitive edge in an increasingly demanding market.In today's fast-paced business landscape, the right partnership can make or break a brand. The collaboration between MìLà and The BoxMaker is a testament to what strategic alliances can achieve.
