How Power Kitchen got started and why every detail matters
From an underground kitchen to a trusted name in healthy meals.
Every small decision had a reason.
1. The first idea
Power Kitchen was born out of a personal need.
I was a busy entrepreneur with a few businesses on the go, working 6.5 days a week. I didn’t have time to meal prep or cook. But I still wanted better-for-you healthy meals that didn’t taste like healthy meals. I wanted food that was portion-controlled and tasted as good as something I’d make at home, real food with real flavour.
At the time, I owned a restaurant. I started getting the chef to prep a few dishes for me so when I finally got hungry, usually around 2–3 PM, I had something ready. That meant I didn’t get hungry or have to piece together a lunch or settle for something fast and calorie-packed.
I’ve always struggled with my weight. It would yo-yo. Having healthy, ready-to-eat meals I actually looked forward to eating changed my relationship with food drastically.
2. The Underground Kitchen
Our restaurant was located next to a CrossFit gym. Word got around among the staff that there was this underground meal prep operation happening in our kitchen. And they wanted to buy the meals.
At that time, I had no idea there was this kind of demand. I always thought meal prep was just for gym bros: bland chicken breast, ground turkey with no salt, broccoli, sweet potatoes, none of that resonated with me.
I wasn’t a bodybuilder. I was just a regular guy with a busy schedule who wanted to eat well, keep my weight down, and avoid ordering takeout from delivery apps after a 10 PM soccer session or gym workout.
That’s when Power Kitchen was born.
3. The picky eater solution
I Was the Customer
I had the brand-building background. I had culinary experience. I was the ideal customer. I understood every pain point personally. I just needed to build the solution.
At the time, there were maybe 10 companies doing meal prep—but none of them were doing it well. None were good enough that I’d actually be a customer.
The food was bad. It lacked variety, depth, flavour, and texture. It didn’t compare to what I would make at home.
Then came the buying experience. I’m a picky eater, and these companies didn’t offer meals I actually wanted. It was a “you get what you get” model. You couldn’t swap meals or customize anything. Every week, there were always one or two meals I’d just give away.
And they all had a one-size-fits-all model. I’m 6 feet tall and 200 lbs, there’s no way the same meal is going to satisfy me and a woman who’s 5’5”, 130 lbs. I needed more protein. I needed more carbs. They weren’t offering that flexibility.
4. Finding a delivery answer
Then came the delivery side. You’d order these meals to save time and make your life easier, and you’d end up spending hours on a Sunday just waiting for a notification: “Your order will be delivered in 1 hour.” No advance notice.
But this isn’t Amazon. This is perishable food. It has to be planned.
The experience had to be better.
Because even if the food is amazing, if the experience of receiving it doesn’t fit your life, you’re not going to stick with it.
So I solved that.
5. A team who finds solutions, for everything!
A lot of companies were shipping food in cardboard boxes with liners and using third-party couriers. That wasn’t going to work for us.
I didn’t want to get a giant cardboard box I had to throw out every week. I wanted a cooler bag that I could return, something sustainable and practical.
But the biggest issue? Those third-party drivers had zero connection to the brand. They didn’t care about the product or the experience.
From day one, our drivers have worked directly for Power Kitchen. That means when you leave instructions, “Leave it behind the chair on the porch”, we actually follow them. If something goes wrong, like the address is off or access is blocked, we don’t wait, we find a solution that same day.
Since our drivers are part of our team, chances are the same person will do your delivery every week. They get to know your preferences, your house, your drop-off notes. It’s a small thing, but it’s comforting, like seeing the same person behind the counter at your local store.
And when we build out our delivery routes, our logistics team knows who likes to receive their orders early, who prefers afternoon delivery, and who has a tight schedule. We do everything we can to accommodate those needs.
6. To heat and preserve the flavor
I didn’t own a microwave, and I didn’t love how food tasted when reheated in one. I wanted a container I could pop in the oven for 10–15 minutes and get a perfect result.
We made that happen.
We launched with oven-safe, compostable packaging that no one else was offering. It was a small detail that made a big difference.
7. With great power comes great responsibility
From day one of operations, I always told the team:
When a customer buys from us, it’s a serious responsibility. If someone visits a restaurant once a week, that’s already a huge honour and sign of trust. But if someone is eating 10+ meals a week from us, that’s an even bigger honor, and an even bigger responsibility.
To this day, that’s one of the core why’s behind how we do things at Power Kitchen. Because every single detail matters. And that’s how we keep earning your trust.
8. Building a community
We weren’t venture-backed. We bootstrapped this out of a tiny restaurant kitchen.
There’s no point in having the best product if no one knows about it. And I didn’t have a VC-funded marketing budget, so we built the brand through community.
We spent weeks building a network of Toronto experts: trainers, nutritionists, dietitians, and foodies. We invited them into the restaurant for tastings before we launched. We asked for feedback. We launched with their genuine support and trust, people with real credibility in the Toronto health and fitness space.
9. Today's Power Kitchen
Today, for the fourth consecutive year, Power Kitchen is recognized as the best meal prep service in Toronto by local city blogs. We also have a community of over 10,000 people who follow and trust our solutions.
Our greatest reward is seeing that my personal struggle has always been shared by thousands, and being able to help them redefine their relationship with food, just as I did, and stay consistent with their routines. That is what we call honor.
I hope to welcome you into our community soon. And I hope you come hungry.
Sasha Crystal
CEO and Fouder
