* Serving a very fanatical, loyal audience, already comfortable spending money on their health ("For Crossfitters, by Crossfitters")
* Smart distribution model to provide a refrigerator at local Crossfit gym (immediately taps into that highly-engaged population)
* Provides true value-proposition in reasonably-priced, paleo meals (otherwise a pain to make / find)
In all, it satisfies a huge demand at a reasonable price in a market that is sure to embrace it
I'd say it's important to have very-strong B2B tactics and familiarity to navigate negotiations with Crossfit Gym owners. Build the correct team (folks who have previously managed prepared-food operations at grocery chains, catering companies, etc - bias towards those with health food angle). Buy raw ingredients in bulk; cook and assemble; receive payment online; deliver to Crossfit gym where they're picked up in a convenient fashion. Seems doable.
"SpoonRocket was built to fundamentally change the way we think about food.". I'm sorry, but adjusting parameters like delivery time or price or number of choices in the menu does not "fundamentally change the way" I think about food.
That being said, that's a great business idea and I'm looking forward to trying them!
Make healthy food -> no one buys it because it doesn't taste as good -> make it unhealthy.
There has to be a market for people like me, who choose healthy over tasty...cater to us, please!
Me, not being a part of that club, found it very hard to do healthy food delivery in Berkeley/Emeryville/Oakland.
Edit: Alright, I finally succeeded. It took less than three minutes to arrive once my order was placed!
The packaged meal: http://imgur.com/JHrZbTd,WDG574u,2z9KKxn,350v3fd#2 Unwrapped: http://imgur.com/JHrZbTd,WDG574u,2z9KKxn,350v3fd#0
"Carnitas Enchiladas $6.00 Braised Pork with Red Onion and White Cheddar Wrapped in White Corn Tortillas Baked in Red Chile Sauce, Served with Black Beans and Spanish Rice"
What it looks like: http://imgur.com/JHrZbTd,WDG574u,2z9KKxn,350v3fd#1
What it tastes like: Rice: very tasty. Beans: the opposite of tasty; this is actually un-appetizing, and if I was the type to waste food, I would not continue eating it. Enchiladas: doesn't taste bad, but is also not very flavorful.
"Butternut Risotto $6.00 Arborio Rice with Tart Apple, Butternut Squash, Sweet Onion on a Bed of Baby Spinach, with Roasted Cauliflower, and Braised Fennel"
What it looks like: http://imgur.com/JHrZbTd,WDG574u,2z9KKxn,350v3fd#3
What it tastes like: Risotto: tastes mushy, kind of like paste. Caulliflower: doesn't taste bad, but is also not very exciting. Bed of baby spinach: tastes like poison. I don't know how to describe it better, but it tastes terrible.
I guess this is a decent meal for $6.00. It's certainly better than fast food. I have a hard time calling it "gourmet" and I'm not sure if I would order it again. (Living in Berkeley, I am spoiled on the local food, which can be properly considered "gourmet").
I hope this comes to SF - I and a lot of others eat at food trucks or restaurants 1-2 times a day just because we don't feel like we have the time.