How Meat N' Bone Turned Product Education Into a 15.9x Return With REP AI

Meat N' Bone sells premium, ethically-sourced meat and seafood online and across seven Florida retail stores. The business is built on three pillars: product traceability, consumer education, and bringing the best parts of the in-store experience online. That last pillar is where REP AI came in.

The Challenge: Education Is Hard to Scale

Explaining why a $150 specialty steak is worth it, why a $12 steak is just as worth it, or how to cook either one — isn't a job for a blog post or a product description most shoppers skip past. Before REP AI, Meat N' Bone ran a basic HubSpot chatbot that handled simple FAQs and little else; anything beyond that got routed to email.

"Before REP we're HubSpot customers — we had a simple chatbot, an FAQ, not a lot of AI implemented. When it comes to product, we did have an FAQ, but it wasn't as interactive."
— Gabriel Llaurado, Co-Founder & CMO, Meat N' Bone

Retail discovery has the opposite problem: it's rich but hard to search. Gabriel wanted a way to bring the guided, consultative feel of a knowledgeable retail associate to the website.

Why REP AI: An Employee for the Website

"What we constantly try to replicate is the good things from retail and the good things from online... Rep does a great job supporting that discovery, supporting a lot of education. It's not really annoying you, but kind of interacting with you similar to how a retail person will do if you were coming into the stores."
— Gabriel Llaurado, Co-Founder & CMO, Meat N' Bone

The team trained REP's chatbot on the same comprehensive knowledge base used to train in-store staff — sourcing, product handling, and recipes included.

How Meat N' Bone Uses REP

Sales

A 15.9x Return on AI-Generated Sales

• $12,277.02 in AI-generated sales over the trailing 30 days on $770 in platform cost — a 15.9x return this period, and a 20.3x average monthly ROI across $387,629 in AI-generated sales since July 2024.
• 6.65% conversion rate on conversations with REP — a 4.2x lift over baseline.
• 51 orders rescued this period (5% of total), averaging $240.73 per order.
• 50 shoppers guided to a product page (15% conversion); 17 added an item to cart directly in chat (18% conversion).

Support

A Smaller Job, Handled Well

• Support makes up only 10–20% of chatbot interactions — most customers who want a human still call or text. Of the support conversations REP does handle, 98.31% resolve without a human, deflecting 110 tickets this period (1,817 all-time) for an estimated $385 in monthly savings.

Turning Chat Data Into Product and Marketing Decisions

What surprised Gabriel most wasn't that REP could answer questions — it was what the pattern of questions revealed. Engaged visitors browse a median of 6–8 pages, and REP's read on their intent (fish-only browsing suggesting a pescatarian diet, keto-related questions) shapes what it recommends next.

"We're getting a lot of questions about our game meats... we see a lot of visitors asking for products we don't sell, like moose meat and bear meat. It's funny — we don't sell it, but we wouldn't know how much demand there was without the chatbot data. Both are negative keywords in our paid search strategy."
— Gabriel Llaurado, Co-Founder & CMO, Meat N' Bone

That same feedback loop already reshaped the website: after seeing repeated questions about ethical sourcing in chat transcripts, the team added informational bubbles to product pages addressing it directly, a change made specifically to improve conversion.

The Recommendation

"Any brand that is trying to make a sale should have an interactive chatbot on e-commerce — it doesn't matter what vertical. You're not going to see the full potential until you try it... I see an uptick in sales since we started REP. I also see conversion. I also see average order value being supported. It's not one thing."
— Gabriel Llaurado, Co-Founder & CMO, Meat N' Bone