HEALTHY MEALS FOR MIDWESTERNERS? Yep, even a hot dish-style meal is on Simple Plan's menu. Formerly known as Midwest Meals, a business created by Blugold alum Dan beck, has franchised and become Simple Plan – and its mission is still the same. (Photos via mysimpleplan.com)

Dan Beck is passionate about nutrition and fitness. In 2016, after graduating from the University of Wisconsin-Eau Claire, that passion led him to witness firsthand how many people struggled to stay consistent with healthy eating. 

That’s when he started preparing meals for friends and family out of a shared commercial kitchen space in Banbury Place (800 Wisconsin St., Eau Claire). Over time, that passion project evolved into Midwest Meals, which operated out of its own commercial kitchen and storefront at 2145 Eastridge Center, Eau Claire, for years.

Beck’s customers could order meals online and have them delivered directly to them, or stop by the store and buy fresh-made meals there.

He acknowledged the challenges his customers faced weren’t unique to Eau Claire.

“As a young guy, I realized that if I wanted to truly help thousands of people change their relationship with food, I couldn't do it alone,” Beck said. 

That’s why, Beck says, he partnered with a few investors and experts to start franchising the brand in 2024. Then, Midwest Meals evolved – and rebranded – into Simple Plan.

Some of Simple Plan's meal prepped dishes, pictured above, via website.

Beck has expanded the former Midwest Meals menu significantly, and through Simple Plan, introduced new products such as high-protein pizzas and HCODE supplements (those products, also made by Simple Plan, include collagen peptides, pre-workout boost and more).

Some of Simple Plan’s most popular meal-prepped dishes now include the Beef Cowboy Casserole, Boom Boom Chicken and Turkey Lasagna Bowl. Most meals – which range from 400-600 calories and have at least 30 grams of protein – cost around $10, with additional options to bundle offered at various prices.

Grab-and-go meals and snacks, made with nutrition, calories and protein in mind, are available for delivery and pick-up in Eau Claire.

Breakfast items and snacks, like overnight oats and protein balls, are also available for online order or pick-up. Orders must be be made by Friday at 11pm, to be cooked fresh over the weekend and delivered or offered for pick-up on Monday of each week.

Today, Simple Plan operates in several cities, including Eau Claire and Appleton, Eagan, Minn. and Austin, Texas. Within the year, a new location will open its doors in Madison, with the business continuing to focus its services in the Midwest.

Learn more about the Simple Plan Eau Claire location (2145 Eastridge Center, Eau Claire) and its offerings online. Grab-and-go meals, snacks and supplements are available at the Eau Claire store from 9am-7pm on Monday; 11am-7pm on Tuesday-Friday; 9am-5pm on Saturday-Sunday.