Deliciously Ella #3 Deliciously delusional and munchable Matt

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Clover123

Clover123

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smirkingrevenge said:
Ella, darling, we all know you read this thread, despite how amazing, successful, loaded, busy and fulfilled your life is.

For the love of everything that is holy. If you want a maximalist, more is more house, EMPLOY AND INTERIOR DESIGNER that specialises in this. You and CEO Matthew don’t know it all, don’t always know better, you are not experts in everything.

Take a page out of Richard Branson’s book. He had ideas and he knew he is not an expert in the field. He hired experts and worked with people who knew what they were doing. And despite this everyone associates the Virgin Group with him.
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God she must have a permanent headache living there! Maximalism isn't just throwing a load of very retirement home reject furniture together, things have to complement and go with each other or you just end up looking like you're living with your grandma who has a hoarding problem and has had the same sofa for seventy years with clashing footstools, cushions and curtains she picked up at the tip. She used to be so minimal and clean, which isn't for everyone, but Matt's style is absolutely dreadful. The man must be at least colourblind to be putting all this together!!

Honestly I would be stressed living there even if I wasn't trying to keep a disastrous business alive 😂 no wonder she keeps moaning about how hard life is!!
 
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Yel

Yel

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Toasted the toast? Are Amazon wholefoods selling pre-toasted bread that you re-toast :LOL:

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smirkingrevenge

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User41137788 said:
Matt literally tells people in interviews ‘this isn’t a 9 - 6 job’. Such a red flag when they are basically telling you that you’ll have no down time and be on call the whole time.
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As long as they get to be home for their children’s evening routine, screw everyone else…
 
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bluefox9

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Nitfey said:
Not gonna lie but it's look like Matt the CEO is just shish at everything he does and turn to crap everything he touches...no wonder they don't have shareholders anymore because an actual board would just fire him in an instant.
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They never had real shareholders to begin with - someone on here uncovered from documents online that when they said they “bought out their shareholders” last year it was actually just Matt’s dad and Ella’s mum lol.
Matt being CEO of DE is literally just a rich guy using his wife’s name to play shops making all those Plants products. I don’t know what Waitrose were even thinking, commissioning him to produce what appears to be a total of around 50 new products (apparently there are still more to come) in less than a year?!
 
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U

User41137788

Active member
SarahN said:
Don't know about others but when I am too busy - as they claim to be - I have no time for book reading whatsoever. The only time I would have a bit of time to read would be in bed, but then I conk out, lol. Admittedly, they come home to a fully cleaned house, no laundry etc, no long commute either (I don't think) so maybe he does have the energy to read at night, who knows !
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Yep they live super close to the office and still get an Uber in (when they could walk)
 
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BringingReality

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I’ve just had a look at the reviews on Waitrose for her Lentil soup - my god. 1 Star Reviews Galore, followed by 4 ‘5 Star’ Reviews clearly written by Ella and her team. 😂
Most of the positive review have her favourite buzzword ‘Warming’ in them 😭😭😭. The usernames are so made up on the spot.
Every negative review has been downvoted.

But every review besides her own are negative. Was hilarious reading through all of these. Must be a PR nightmare.
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BringingReality said:
I’ve just had a look at the reviews on Waitrose for her Lentil soup - my god. 1 Star Reviews Galore, followed by 4 ‘5 Star’ Reviews clearly written by Ella and her team. 😂
Most of the positive review have her favourite buzzword ‘Warming’ in them 😭😭😭. The usernames are so made up on the spot.
Every negative review has been downvoted.

But every review besides her own are negative. Was hilarious reading through all of these. Must be a PR nightmare.
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Also - all the positive reviews have her classic spelling errors riddled all over!
 

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User41137788

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That snap of the work WhatsApp chat makes me feel a bit sick. When I worked there it was going off constantly. Weekends/evenings/early mornings. No option to switch it off because it was all on your personal phone (they don’t give you work phones, so you need to use all your own stuff)
 
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stardust21

stardust21

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Walkthehemline said:
She is such a basic St Andrews girl. I think originally she just wanted to make her modelling career happen and have some decent pocket money coming in by doing trendy North London supper clubs, having a tote bag line for the wellness girlies, the odd cookbook and maybe some yoga classes on the side. Enter CEO Matthew and it's suddenly an all-consuming family business where she's constantly out of her depth, very insecure about her abilities and trying to hide her stress with affirmations.
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I think this hits the nail on the head tbh…
 
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Nitfey

Nitfey

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Ah the not so genius ceo is back. Busy and important

Working hard on planning to sell products that No-one gives a shish.
 
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Yel

Yel

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User41137788 said:
When I worked for them Matt used to celebrate the people staying latest in the office.
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Emulating an investment banking environment is exactly what I'd expect of Deliciously Ella Ltd. Awful.
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stardust21 said:
she could have gone and made TV shows and become the veggie version of Nigella. But she sold out.

The whole ethos around DE originally was making food at home, from scratch. A movement away from ultra processed foods. Looking at the ingredients in these new products they’re definitely verging on ultra processed.
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I don't think she's got the tallents that Nigella has to make it as an entertainment person (because that's what cooking shows are).

Agree the products aren't far off being ultra processed, calling white sugar beet sugar and veg oil sunflower seed oil does not take away from them being ultra-processed ingredients that contain no nutrition. Adding 1% of something healthy does not counteract these.

Like they say with diets its about what you don't eat, rather than what you eat.
 
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smirkingrevenge

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They should have called their restaurant “Dinner” and their products “Groceries”. That’s exactly how much thought and considering went into their entire branding.
 
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smirkingrevenge

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Last edited:
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smirkingrevenge

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We forgot the most important thing here:
-your children imitating your workaholic life and not seeing/doing anything else with you is something Ella glorifies and thinking “they grow up so fast” and “next CEO of DE” is something cute.

- expert in branding and marketing Ella came up with the best strategy for their new products: say that the competitors is crap. No need to think about why yours is good, no need for a proper marketing plan.
 
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