DEEP RESEARCH · BRAND-CREATIVE INTELLIGENCE

PRICING LADDER — RM12 → RM30 SPECTRUM

20+ competitor pricing points mapped on the KL/Selangor ladder. Mirra at RM21.40-27.92/meal lives in the mid-premium band. Recommendation: launch 3 SKU tiers (Starter · Standard · Premium) to capture price-sensitivity variation without abandoning RM27.92 anchor.

BRAND MIRRAARTEFACT 09 OF 10DATE 2026-05-16GEO KL+SELANGOR

§01 Full pricing ladder RM PER MEAL

BRAND	PLAN	RM/MEAL	TIER	NOTES
Healthy Meal 2U	IG-DM only	RM12-16	ECONOMY	No website. Lowest trust.
Cleanbites	Daily lunchbox	RM12-18	ECONOMY	3-tier health progression
Perfect Match	Catering bento	RM12-18	ECONOMY	B2B-leaning
The Lean Canteen	~500cal · Mon/Wed	RM13-19	ECONOMY-MID	Limited delivery days
GoClean	5/10/20/40 meal pack	RM15-19	MID	Corporate-led
The Rebellious Chickpea	Mon-Fri	RM16	ECONOMY-MID	Single tier
Homey Food	5/10/20-day · therapeutic	RM15-22	MID	Medical/clinical
YoloFoods MY (frozen)	Frozen plans	RM18.40	MID	Premium parent · MY frozen entry
Diet Your Way	4 cal tiers · weekly	RM15-22	MID	Utility-led
Dietmonsta	Subscription	RM18-22 est.	MID	SEO/blog-discovery
Kaleo	Daily subscription	RM18-22 est.	MID	Fitness-bro lean
Medofu Kitchen	Portion-controlled	RM18-25 est.	MID-PREMIUM	Vacuum-seal · utility
★ MIRRA (10-meal)	10-meal RM280	RM28.00	MID-PREMIUM	Single-buy entry-tier
★ MIRRA (20-meal)	20-meal RM558	RM27.92	PREMIUM	Free-delivery anchor
★ MIRRA (ad anchor)	"from RM19/meal"	RM19-21.40	MID	CTAa hook · expectation gap risk
The Nkd Lunchbox	À-la-carte + sub	RM18-28 est.	MID-PREMIUM	Legacy vegan brand
Fuel Good MY	Meals + Fuel Packs	RM22-28 est.	PREMIUM	Halal-cert · masculine
YoloFoods MY (fresh)	Daily fresh	RM24.95	PREMIUM	Top of MY market
So Good	Premium corporate	RM20-30 est.	PREMIUM	B2B-only
YoloFoods SG	SG benchmark	S$13-18 (~RM45-60)	OVERSEAS	SG purchasing power
Nutrition Kitchen SG	SG benchmark	S$14.20 (~RM50)	OVERSEAS	SG premium ceiling
MealPal SG	SG benchmark	S$6.99 (~RM25)	OVERSEAS	Restaurant-network model

§02 Where Mirra sits POSITIONAL

vs ECONOMY

Mirra is +50-70% over economy tier

Cleanbites/Healthy Meal 2U/Rebellious are RM12-18. Mirra at RM21-28 demands 50-70% premium. Justification: 50+ rotating dishes vs single-tier menus, nutritionist-cert, free delivery, packaging quality.

vs MID

Mirra is +20-40% over mid tier

Kaleo/Diet Your Way/Dietmonsta/Medofu at RM18-22. Mirra at RM21-28 demands 20-40% premium. Justification: Y2K-femme aesthetic + creative-direction lead + 4.9/5 social proof.

vs PREMIUM

Mirra is in-band

YoloFoods MY (RM24.95 fresh) and Fuel Good (RM22-28 est.) are direct premium peers. Mirra has aesthetic moat; YoloFoods has menu-breadth (100+). Match-up depends on creative execution.

§03 Recommended 3-SKU ladder PROPOSAL

SKU	NAME	PRICE	PER MEAL	FREE DELIVERY?	TARGET PERSONA
A · STARTER	5-meal Try-Pack	RM135	RM27.00	NO · RM15 delivery	Trial buyer · Sarah/Jia first taste
B · STANDARD	10-meal Bi-weekly	RM280	RM28.00	NO · RM10 delivery	Aini · Sarah light-buyer
C · PREMIUM ★	20-meal Monthly	RM558	RM27.92	YES · FREE	Sarah / Mei core subscription
(future) D · LUXE	30-meal Premium	RM780	RM26.00	YES · FREE + bonus	VIP / partner-gift use case (Alt C funnel)

§04 Pricing-sensitivity hypotheses TO AB-TEST

H1: Dropping the "from RM19/meal" hook (since RM19 is the cheapest possible single-meal price, not subscription) reduces expectation-gap shock. Test: 2-week ad cohort with "from RM27.92/meal · free delivery" vs current.
H2: Adding RM135 5-meal Try-Pack at RM27/meal creates ladder-rung for non-committed buyers. Hypothesis: 18-25% of leads who currently drop off would buy a Try-Pack.
H3: Monthly subscription discount (RM558 → RM528 = RM26.40/meal) framed as "save RM30/month" lifts retention 8-15%.
H4: "Gift to her" SKU at RM558 wedding-anniversary copy drives Mei-segment AOV up 80-120% via partner-funded purchase.