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Din — Ingredient delivery for restaurant recipes
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@jongold Thanks for the kind words about Forage. The UK has definitely had a major headstart over the US as it relates to grocery delivery.
Forage is the best. As someone who tends to cook the same things over and over, having great meals pre-measured and delivered to cook with straightforward instructions is a really great way to try new recipes. Congrats Rob, Emily and Josh!
@emilylafave How do you guys decide on recipes? What's that process like? I'm sure you have 1000 things you want to put on Forage's menu right now.
Congrats on launch! I love this space having worked on Foodtree up in Vancouver, trying to get great food into people's lives. Couldn't be a better team to tackle this well.
How have you gone about sourcing, and planning for scale? Along the way, did Forage throw away certain business models? How'd you arrive at the one you have now?
I still remember @joshfraser's post-mortem on his first startup, before the post-mortem was cool:)
@dshan Wow, that seems like forever ago. I certainly don't plan on writing a post-mortem again. :)
Sourcing is all @emilylafave's responsibility. We're using some great distributers that give us really high quality ingredients. We've spent the last few months testing our recipes and packaging with a small group of beta customers to make sure we have the major kinks out of the system. We cycled through several different business models but settled on this one when we saw the excitement (and repeat orders) from our early users.
As someone who makes the same meals* week in and week out, I really wish things like this were available in Wisconsin. Forage looks awesome.
* frozen pizzas, sandwiches, hot pockets, etc.
@_ryangilbert We're planning to expand to the right side of the country soon. Hang tight. We're coming!
@_ryangilbert Definitely try Blue Apron in the meantime. Great way to try new recipes and get high-quality ingredients.
I've used Forage a couple times now, they deliver all the ingredients and instructions -- the meals are famous dishes from local chefs. A great way to learn and cook amazing food.
This is awesome @emilylafave, Rob. What's the pricing like? I didn’t see much on the site.
As a South Indian, I couldn’t be happier. Dosa is my staple food and I miss doing the original batter in SF.
@cherianthomas hey! it's $60 a week, you get 4 - $15 dish credits to choose the dishes you want. delivery included.
As for dosas - just curious, do you usually make from scratch?
@emilylafave Thanks for the price point.
I make Dosa batter from scratch. In fact today morning too. It’s a two-day process to ferment and the lack of authentic Indian brown rice makes it difficult for me to do this in SF. And this is my usual chutney recipe
http://ccmbr.tw/chutney
Huge fan of Rob & Emily. They have real experience with great food and can't wait to cook with Forage.
I think that average person has come to accept cooking as something that just sucks: picking recipes from literally 1000's, hard to take risks with a meal because you need to eat something & can't cook again and all of the supply chain logistics (how much basil will I need on Friday?). We default to picking safe recipes that we know we can make, that don't require us to learn new skills or new ingredients, only take recipe suggestions from friends and buy staple ingredients that go into recipes we know we can make thereby reinforcing the cycle.
This is a market that has many customer segments. High end foodies (I hate that word), food adventurers, hobbyist cooks, price sensitive customers, time sensitive customers, young professionals, families, etc.
Who is Forage targeting, @emilylafave ?
Couldn't imagine a better team doing this. I've had the pleasure of watching this product evolve for a year and so excited that Rob, Emily, and Josh are sharing it with the world!
@acondurache Thanks! We currently leverage Rickshaw for deliveries in San Francisco, and OnTrac for deliveries outside of San Francisco.
@Emilylafave brilliant. I agree that as a hard-core, world-traveling, salt-tasting foodie this is a great service not only for time-saving tasty home-cooked meals but also for idea generation and a peek into recipes you would not normally try.
@mark__a yes for sure! That's where the cuisines are really fun. Working with DOSA one of our South Indian restaurants, I'm cooking with dosa batter (they ferment it overnight) and tasting tamarind chutney, perfect balance of sweet and tart. I'm now a bit obsessed with tamarind. :) And also learning the trick to lots of restaurants salads is slowly infusing olive oil with garlic and drizzling on top. So much more flavor. I could go on...clearly. :) I look forward to having you experience Forage with us!
Can't wait to try this. In addition to your subscription model, will you also offer an a la carte option for the commitment-phobes?
@lauraschultink Hey Laura! To begin with we'll just have the subscription. But you can pause any week you need.
Hey everyone! I'm one of the founders of Forage. Previously founded Foodzie and back at it. Happy to answer any questions you have.
@rrhoover We kept hearing from our early users that they didn't have an hour to spend cooking every night. We knew that restaurants could fire any dish in 20 min, so we really focused on how to use the same techniques they do to make a 20-min dinner possible for home cooks without compromising on flavor. We're the only service that offers delicious, home-cooked meals in 20 mins or less.
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