There is some great advice above and agree its a tough market to keep customers in. When I looked at your website the questions I had quickly were:
1) How does the process work?
2) What is the food?
Both, to the comments above, take a while to get to and doesn’t feel super simple.
I also thought when I read your site that maybe an idea is not to start as a broad meal delivery service. Your range of options is quite niche…what types of fitness regimes (e.g. crossfit, etc.) may value your types of service or places where people feel like the current meal delivery options don’t help them, eg dairy free, easily or simply?
PS FWIW the word dairy is mispelled on your front page as ‘diary’