With the advent of online shopping and Amazon Prime 2-day shipping, humans are growing ever willing to pay for convenience and walk less.
In the wake of this phenomenon, Plated has risen up out of TechStars accelerator in New York to deliver perfectly proportioned ingredients direct to your home for your very own cooking pleasure.
Other companies are catching on, most notably Blue Apron, but Plated continues to push on, today announcing expansion into the San Francisco area.
Before this launch, Plated was only available in a few select areas, including New York, Philadelphia, Boston, Baltimore, and Chicago and the surrounding areas. Now, the service will hit the west coast serving San Francisco, Sacramento and Oakland.
Plated will continue to experience competition, not only from older companies like Fresh Direct but from those picking up on the aggregate-and-deliver business methodology. Right now, Blue Apron is serving 100,000 meals per month, at the same $10/pp/per meal price, in almost all of the United States.
On the other hand, Plated offers gluten-free options and more selection and is coming soon with a vegetarian option.