About Us

Hi there, my name is Dan Beck and I am the President of Simple Plan Franchising. Growing up, I have always been active between sports and lifting weights. As an adult, I have always been passionate about sharing good health through good food. I started a brand called Midwest Meals out of a shared commercial kitchen based in Eau Claire, WI in 2016 with the goal of bringing convenient, healthy meals to the area. Our clients immediately told their friends the problem we were solving and we quickly outgrew that shared commercial kitchen.

Fast forward, we built a brand new, state-of-the-art facility in Eau Claire, WI in the spring of 2018 and began working on franchising, where we currently serve the Eau Claire region as well as train our franchisees. The name changed from Midwest Meals to Simple Plan to better encompass our vision of the future!

I have 2 partners in Simple Plan Franchising. They both have a lot of experience in branding and franchising. One of them developed and owns a large restaurant franchise chain. The other one co-founded the Franchise Broker’s Association and is a franchise advisor, attorney and CPA.


Click here to connect with me on LinkedIn.


When I started Midwest Meals, I was frustrated with the fad diets, gimmick 21 day fix supplements, and Instagrum gurus promoting misinformation. I just wanted an option that made sense and actually got results!

The Simple Plan Nutrition Philosophy is, well...SIMPLE. We have a focus on controlling calories through high quality ingredients and aim for at least 30 grams of high quality protein per meal. The other component that often gets overlooked, is getting enough fiber...we got you covered!

Whether you are looking to shed some fat or pack on some lean muscle, focusing on these three things (calories, protein, and fiber), we guarantee you will see the results that have escaped you with fad diets.


As a small business built by true entreprenuers, we are always operating from our core values. We refer to these core values in everything we do. Those core values are:

(1) Make it simple. Keep it simple. (2) Build positive and fun relationships. (3) Lead by example. (4) Do the right thing, always. (5) Work as a team. (6) Have high standards. (7) Share sound nutrition principles.


Our goal is to end metabolic disease in the United States. With fad diets promoting a quick-fix, our psychological relationship with food has been messed up for some time. We want to help re-create a healthy relationship with food that encourages flexibility and longevity.

When I started Midwest Meals, I knew I could never achieve this lofty goal alone. We achieve this by working together within our local communities to make a BIG impact!

Want to join our growing brand and become a franchisee? Click here to learn what it takes and schedule a time to talk!