Friday Oct 18, 2013 by Dennis Keohane - Staff Writer, VentureFizz
Christina Bognet has founded a company that might make life a lot easier, and healthier, for a lot of busy families and individuals. PlateJoy is a delivery service/healthy eating resource that is not just trying to disrupt the entire food delivery and diet spaces, but improve the lives of its users in unimaginable ways.
The way PlateJoy works is pretty ingenious in an era with so many different types of diets, eating trends, and allergy concerns. Users go to the company's website and answer a few questions that take into account tastes, dining party size, and other factors. From there, PlateJoy presents a wide array of different recipes, users select the one's they would like to use, and the ingredients and recipes are delivered usually within twenty-four hours. One aspect that may be a differentiator for PlateJoy (and has found the company drawing tons of national media attention) is the partnerships with both Whole Foods and Peapod for delivery.
I mean, who doesn't find something attractive in the PlateJoy's marketing of the product which positions the company as an alternative to "spending countless hours finding recipes, making grocery lists, and grocery shopping." AND, "personalizes a menu to your preferences and stocks your fridge with every ingredient and easy recipe you'll need to eat well all week."
The meals have an expected cook time of about ten minutes for breakfst and lunch, and thirty minutes for dinner. The price of the service is calculated based on family size and number of meals. The range per person for the meals are between $5 and $7 per person, with discounts given for larger numbers of family members are added to the plan.
Bognet, the company's founder and a former MIT student, explained that the idea grew out of her frustrations with trying to find time to eat/cook with her busy work-life/lifestyle and her experiences of eating an endless supply of lousy, pre-made meals while trying to lose weight.
The company was part of the first Healthbox incubator class in Boston, and appears to be on the cusp of exploding in a major way. The product is currently only offered in Boston, and San Francisco, where Bognet has been spending a fair amount of time recently.
Why has Bognet been in SF so much lately? Well, it seems that PlateJoy has joined Dave McClure's 500 Startups, the early stage seed fund and business incubator. Although they have not revealed any funding as of yet, this is huge news for PlateJoy.
Does it mean that they are leaving Boston? According to Bognet, no.
The Healthbox experience (one of the many programs that makes Boston the destination for healthcare/biotech startups) has made PlateJoy feel that Boston is the best home for the company.
Where PlateJoy goes from here, one can only speculate. But if you try the service, I am sure that you will be of the same opinion as me.
PlateJoy has a VERY bright future.