Meet Alexandra (Sacha) Thorey – CEO, Marketing, and Customer Service of Allcook.ch

Tell us about Allcook.ch  

Allcook.ch is an online food service offering fresh, nutritious, and delicious daily meals for busy cuisine connoisseurs who don’t want to compromise quality for convenience. We deliver across Switzerland. Allcook meals are crafted by chefs and packaged to preserve authentic taste and texture at home. Our approach produces zero food and plastic waste.

Please give some more details of your startup story

We launched Allcook in 2021 as a passionate two-person team on a mission to redefine ready-made meals—not just as fuel, but as an authentic culinary experience. Founded by Benoit Thorey, a high-end event catering chef, and Alexandra Thorey, a nutrition marketing expert, our goal was to bring the precision of premium catering to everyday dining. Our solution? Mastering world cuisines, precooking recipes to perfection, and sealing them in compostable vacuum sachets—so customers can enjoy restaurant-quality meals at home in just 5–8 minutes. Today, we work with two chefs and collaborate with six artisans and restaurateurs to deliver nutritious meals with vibrant flavours and perfect textures.

Tell us more about your plans for 2025 and what is your long-term vision

In 2025, we’re developing a workplace food solution that merges two different food occasions into one business model. 

What has been the biggest success that you have achieved in your startup?

Beyond finding product-market fit, the true test in food startups is customer loyalty—can you scale, retain, and grow your base? Metrics like meal count or ad ROI are secondary if you can’t keep customers coming back. How is Allcook Kitchen doing on this front?

💕 3.6x growth in customer loyalty (measured by average annual customer value)
💰 5x higher annual customer value in CHF compared to the leading D2C food brand
📉 2.5x lower marketing spend (as a % of net sales)

If you could do it all over again, what would you do differently? What are your biggest learnings?

Big takeaways:
– Plan three times more time for fundraising.
– Hire people who save you time and bring fresh ideas.
– Avoid getting stuck in the details—they limit your ability to grow.
– Clever PR is the ultimate growth hack (still working on ours!).
– Don’t overuse discounts—they hurt profitability and attract the wrong audience.

What motivates you to continue your business every day?

Our customers’ stories. Many revolve around caring for loved ones. Nutrition is a central part of life, and it’s heartwarming to know we help people nourish each other. One grandmother even wrote on an Allcook gift card to her granddaughter overseas: “Enjoy my LOVE, xoxo.” That kind of feedback keeps us going.

One piece of advice for someone who is just starting out with their startup?

A perfect product nobody needs will fail faster than an okay one that solves a real problem. Talk to customers constantly—real feedback is more valuable than any business plan.

What does it mean to you to be a member of the Swiss Startup Association?

Being part of the SSA connects us with like-minded founders and a strong entrepreneurial ecosystem. It’s inspiring, insightful, and helps us navigate the Swiss startup world with the right people by our side.

Would you recommend joining the Swiss Startup Association? Why?

Absolutely. If you’re a founder in Switzerland, the SSA helps you stay connected, find resources, and meet people who’ve been through similar challenges. It’s a great network that opens doors.

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?

I’m part of the Women Entrepreneurs Network, and I’ve attended several online workshops. They’ve been incredibly useful—practical, relevant, and full of actionable advice.

Is there anything that we haven’t asked you that you would like to share with us/the community?

Food isn’t just fuel—it’s culture, health, connection, and care. That’s why we’re passionate about delivering healthy and delicious meals to both homes and workplaces. If you’re looking to transform your team’s lunch experience, let’s talk! Feel free to reach out to sacha@allcook.ch.

Connect with Alexandra on LinkedIn, and check out Allcook.ch! 

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.