What’s Killing Meal Kits?

In today’s fast paced world who has time to recipe search, grocery shop, and cook? The founders of several meal delivery kit companies have predicated their entire businesses around that question and, while it seems like a simple enough problem to solve, most companies in this space have had major product-market-fit finding challenges. The key to addressing the needs of this market lies in providing the right service and selection, in the right place, at the right time.

Business model

Meal delivery companies tend to follow the same blueprint. Customers sign up (usually receiving a free week of meal delivery for doing so), choose 3- 4 recipes (that change weekly), and then wait for the ingredients to be delivered (in exact portions) to their front door. Once the package arrives, you have everything you need to make the perfect meal- but the desire to prep and cook everything inside the box before it goes to waste- is sold separately.

The year everyone stopped grocery shopping?

In 2011 there were 3 notable brands that started in the meal delivery space. While they were all smart enough to notice the same demand in the market, they clearly didn’t see each…