Flexible and scalable solution

About Rigtigmad

Rigtigmad is an online food market where you can buy some of Denmark's best products from home, with a good conscience towards the environment. As a young start-up with Michelin chef and Stone Age crossfitter Thomas Rode as front figure and idea man, Rigtigmad started as a 100% digital project from day one. Everyone can shop at Rigtigmad, and in addition there is a subscription concept where you, through a monthly subscription, join a customer club to benefit from fixed low prices, where all products are typically significantly below retail prices.

Kristan, CEO of Rigtigmad, had from the beginning a desire to build on a scalable platform, so as not to grow out of the platform in the short term and thus stand with huge sunk costs. Therefore, the choice was Umbraco with the Ucommerce e-commerce framework.


After just over 1 year as an online food market, where the concept had proven its legitimacy in the market, even with just a small assortment, it was time to seek partnership with an agency that could offer higher technical and strategic skills, for further development and scale-up of the trading platform.


Kruso was chosen and after taking over the solution, Kruso has replaced and added more 3rd party functionalities, to provide a more flexible and scalable solution. Eg. the PSP has been replaced to better handle the classic challenges we experience in the subscription business. Further, we have optimized the user experience and increased conversion by adding product recommendations and search engine. We have also updated the subscription module and optimized UX for all self-service functions and the site's inspirational universe.


After this first optimization phase, Rigtigmad has doubled in number and has a growing range, which now stands well over 1000 item numbers in several food categories, as well as delivery to the whole country. In the future, the solution will be strengthened concerning even more modules for servicing and self-service of customers. More advanced campaign initiatives and enriched product information are also initiatives that are intended to ensure Rigtigmad's continued growth.

"After adjusting the online concept and a general update of the system, we have seen a 100% growth in new members over the past few months. This is an important milestone in our journey towards being the leading online food brand with Rigtigmad"

- Kristian Justesen. Entrepreneur & Co-Founder of Rigtigmad.dk


Wanna talk?

If you want to know more about this solution, please call or write to us.


Phone: +45 5360 8320

Mail: oj@kruso.dk

Ole Jensen