In NYC/HCOL areas where the groceries are practically luxury priced, having a discounted meal kit delivered does add up savings-wise.
I think it's like some of the other HCOL urban business models that won't / didn't scale nationally during/after COVID. Favorite example is Peloton. $40/month virtual gym is a great option in NYC where a "nice gym" might cost 5-10x that. In the rest of the country where you can get a serviceable gym for $20-50/mo and NICE one for maybe $100/mo.. it's not a compelling offer! People think I'm joking but my hometown which is 75mi outside NYC has a $20/mo gym. Why would anyone there get a Peloton?
For me, it wasn't even so much the money as it was I had to plan and then do some (sometimes fairly time-consuming) meal prep. There are things I can buy either locally or keep in the freezer that are good and are far less time to prepare.
But I agree with your basic point. More than a meal at McDonald's is probably a lot to many people.
In NYC/HCOL areas where the groceries are practically luxury priced, having a discounted meal kit delivered does add up savings-wise.
I think it's like some of the other HCOL urban business models that won't / didn't scale nationally during/after COVID. Favorite example is Peloton. $40/month virtual gym is a great option in NYC where a "nice gym" might cost 5-10x that. In the rest of the country where you can get a serviceable gym for $20-50/mo and NICE one for maybe $100/mo.. it's not a compelling offer! People think I'm joking but my hometown which is 75mi outside NYC has a $20/mo gym. Why would anyone there get a Peloton?