SUCCESS STORY
Hungryroot delivers nutritious groceries, easy recipes, and essential supplements directly to your door. Founded on the belief that food is the foundation of health, convenience should not mean compromise, and we’re all unique in how we eat and live, Hungryroot is building a future in which healthy living is easy and enjoyable.
However, Hungryroot's small but mighty Strategic Finance team was burdened by manual spreadsheet processes. As the business continued to scale, they realized they needed an FP&A platform that could streamline financial reporting, making it as seamless as filling your cart with Hungryroot.
“There were too many steps between getting financial data from NetSuite to Google Sheets, and with all those steps, there's more room for human error throughout the process.”
Hungryroot also knew they didn’t have the time or resources for some drawn-out, multi-month onboarding that would only add to the bottlenecks they were trying to remove.
Their lean team needed a low-lift implementation with a short learning curve.
Connie described Hungryroot’s procurement process as “robust” before going with Aleph, which included calls and demos with at least ten other vendors.
On their first day on the platform, they integrated NetSuite and started automating reports—an outcome only Aleph can deliver.
“The learning curve is very intuitive,” said Connie. “If you’re familiar with pivots and basic Excel formulas, you basically understand Aleph as soon as you get access.”
“With Aleph, we can quickly execute on tasks that previously took a lot of pre-work before the actual task could even start,” said Connie.
Outside of financial reporting, Hungryroot has also been able to build monthly dashboards that allow them to monitor month-over-month KPIs like credits and fulfillment costs.
Hungryroot’s industry and high-growth model require a flexible solution that can adapt to its unique needs—not the other way around.
Like many retail companies, their reporting deviates from a traditional calendar. A retail calendar uses periods that don’t align with months and quarters. “Aleph was easily able to accommodate our period structure,” said Connie. “It was easy and works seamlessly.”
Hungryroot’s business model also adds more complexity around COGS and OPEX. Connie mentioned that “many solutions were set up for traditional SaaS products and that’s not us.”
“I love the ability to remap how we want to look at departments or vendors differently than what is in NetSuite.
It’s really helpful for a management P&L scenario where you don't need it to look exactly like an audited financial statement—but rather a lens for operators to make strategic decisions.”
