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EasyFridge (shut down) — Subscription grocery delivery. No thinking required.
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Fantastic idea, really great. Site is a little bland though - no images on the front page?
Are you "doing things that don't scale" with the personal shopper? I believe there's a startup that started out doing personalised meals in a similar way that's mentioned in the first few chapters of the Lean Startup.
@rrhoover The real question is "how much value does this service provide?" If the value is real and people understand it, then people will pay.
If you're well-organized and enjoy the thrill of choosing between the 17 different milk options available at Safeway, then spend the extra money and consider Instacart. Extra money? Yep. Instacart marks up the in-store prices at Safeway, Whole Foods, etc. by 20-50%. You don't realize it because they use random pricing variability to obsfucate the actual premium you're paying.
If you're not particularly well-organized and you want someone who knows how to shop to "just take care of it" for you, then EasyFridge is for you. Your dedicated EasyFridge shopper comes up with a list of your staples, tracks your brand and flavor preferences, then comes up with a personal meal plan (optional) and buys everything for you once a week, every week––staying within the budget that you set. After each delivery, we ask you for feedback on the products you got (like Pandora). As the relationship matures, your shopper will even help you discover new brands and items. The more you use it, the easier & better it gets.
Our #1 goal is make sure that you always have food in your fridge that you want to eat. Early customers have told us that EasyFridge has literally changed their lives, helping them dramatically reduce their consumption of takeout and increase the amount of food they prepare at home.
If you have questions, I'll be checking this thread all day or email me at mireles@myeasyfridge.com.
By adding in subscription and meal planning you're essentially building full stack Instacart.
You just need to add meal prep to round out the value chain (although company name implies product line limitations... EasyEats would be more flexible years out).
I llllluuurrrrvvvvvvv this approach.
Take my money.
Hi, I'm one of the founders. We created EasyFridge so that working families (and busy professionals) wouldn't have to spend their Saturday afternoons stuck in line at the grocery store.
As a dad and professional entrepreneur, one of the unexpected benefits of EasyFridge to our family has been a dramatic reduction in how much we spend on restaurant takeout and delivery. My wife and I did the math and we went from spending $604/month to $140/month after signing up for EasyFridge––that's a 77% reduction. Now we're eating healthier and spending more quality time with our son after work.
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