World News

‘People want to cook more’: How one food delivery company is revolutionizing dinner for busy Americans with fresh ingredients and healthy recipes 

  • Plated is using 21st century technology to help customers cook more meals with less waste

Sponsored by Strayer Education

By

Annabel Grossman For Dailymail.com


Published:
09:38 EST, 6 January 2016

|
Updated:
10:34 EST, 6 January 2016

View
comments

Many of us will be familiar with the problem of wanting to cook healthy meals but not having the time to do so – and ending up eating out or ordering in as a result.

But now Plated is tackling this ‘dinner dilemma’ head on, with a game-changing food delivery service designed to help time-hungry Americans cook quick and healthy meals from scratch.

In the latest Elite Daily Disruptive video series sponsored by Strayer Education, the company opens its doors to show how it has taken on the ‘broken’ food industry using 21st century technology.

Fresh: Plated delivers boxes of locally-sourced, seasonal ingredients to your door with step-by-step recipe cards to help customers quickly and easily whip up healthy meals

Fresh: Plated delivers boxes of locally-sourced, seasonal ingredients to your door with step-by-step recipe cards to help customers quickly and easily whip up healthy meals

[embedded content]

‘The problem we’re trying to solve for customers is what we call the “dinner dilemma”,’ says Nick Taranto. ‘People don’t know what they’re going to eat that night, and you end up coming home late and you eat a bunch of pretzels and hummus.’

Plated delivers boxes of fresh seasonal ingredients to your door with step-by-step recipe cards to help customers quickly and easily whip up healthy meals.

‘We know people want to cook more and it’s much healthier than eating out or ordering in,’ says Elana Karp, head chef at Plated.

She explains how the delivery service works, with customers clicking onto the Plated website and ordering the meals that appeal most from a selection of nine chef-designed recipes.

‘So if this week you feel like eating steak and vegetarian, but next week you feel like eating fish and chicken, it works great for you,’ she says.

Simple: At the Plated office, head chef Elana demonstrates how to follow one of the company's recipe cards, creating a healthy meal in less than half an hour

Simple: At the Plated office, head chef Elana demonstrates how to follow one of the company’s recipe cards, creating a healthy meal in less than half an hour

Each week customers choose from a menu of nine new chef-designed original recipes
The recipes are designed with simplicity in mind, so customers don't have to spend a lot of time in the kitchen cooking and washing up

Result: Each week customers choose from a menu of nine new chef-designed original recipes

The recipes are designed with simplicity in mind, so customers don’t have to spend a lot of time in the kitchen cooking and washing up, or a lot of money on fancy equipment.

Co-founder and co-CEO Josh Hix says the company was launched in 2012 off of Nick’s couch. ‘We both had the experience of working long hours in finance, putting on weight – really just having a bad relationship overall with food,’ he says.

He explains how Plated built technology into the DNA of the company by marrying consumer insight and research with pieces of big data to create a sustainable and customer-focused business.

Sustainable: Plated  works with many family-owned business and farms to source its ingredients locally, and everything arrives pre-portioned to minimize food waste

Sustainable: Plated works with many family-owned business and farms to source its ingredients locally, and everything arrives pre-portioned to minimize food waste

‘No one was really using 21st century brand-building to go after food,’ he says. ‘So we thought we could build a good business, help customers connect to their food and build a better supply chain with less waste.’

Plated works with many family-owned business and farms to source its ingredients locally. The company exclusively sources meats raised without antibiotics, sustainable seafood, and fresh produce, and everything arrives pre-portioned to minimize food waste.

Nick says that 2016 is about scaling and focus for Plated. He adds: ‘There is a lot we could do and that we want to do, but we have to get really good at the basics and just dial those up first.’

CONNECT WITH STRAYER UNIVERSITY 

Read more:

READ ALSO:   All aboard for a trainspotter's dream: Malaysian engineer travels the world taking photographs of the railway stations he visits