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Setting aside scalability, price parity, and regulatory approvals for a moment, one of the major challenges for cultivated meat makers will be getting people to actually buy their products en masse and on a regular basis.
We’ve written before about restaurants being a critical step in this journey, and after this week, I would add restaurant delivery to that process, too. The industry-wide shift to delivery wrought by the pandemic forced the restaurant biz to get pretty creative in terms of what it can do with delivery. Similar energy could be put towards delivering consumers an entire education about cultivated meat, not just a meal in a box.
There’s currently only one company in the world that’s even allowed to sell cultivated meat in restaurants right now — Eat Just, which nabbed the first-ever regulatory approval to sell cultivated meat at the end of 2020 and subsequently started selling its GOOD chicken product at Singapore restaurant 1880. The San Francisco-based Eat Just has since struck a deal with Delivery Hero’s food panda service to deliver meals from 1880. This week, Eat Just announced (among other things) that it is doing something similar with JW Marriott Singapore South Beach’s Madame Fan restaurant. To start, GOOD chicken dishes will only be available from Madame Fan with delivery orders.
When I talked to Eat Just’s CEO Josh Tetrick this past week, he was admittedly a little more blasé about delivery than I’m being at the moment: “It just was kind of as simple as, ‘It’d be nice if people could eat meat without slaughter in their homes. So let’s do delivery.'” Delivery Hero happens to be an investor in Eat Just, and food panda happens to be one of Asia’s biggest delivery services. Those convenient factors made delivery something of a no-brainer for the company to pursue.
But Tetrick also pointed out that delivery is part of the overall process of getting cultivated meat out of the lab and onto our plates. “Start with regulatory approval,” he said. “Then it’s getting on a menu. Then it’s having a family sit down and have a chicken dinner together. Then you can go to a retailer and buy [it]. All these things create a context in which this idea of making meat — which seemed like it was some futuristic thing a year ago — suddenly becomes a way that people just eat meat.”
Restaurants have historically played a role in the evolution of what we eat. But thanks to the forces at work, both technological and pandemic-related, restaurants are no longer just in-person experiences between the four walls of a dining room. If there was one idea that’s been dissected ad infinitum over the last year, it’s that the word “restaurant” now encompasses a far wider range of experiences. One of the biggest is delivery.
The pandemic accelerated rather than created delivery’s popularity, which means as a meal format, it won’t go by the wayside anytime soon. Numbers may taper off a bit as the world reopens, but many consumers have already said they will continue to order delivery on a regular basis. That makes it an integral part of the restaurant industry that anyone looking to enter the biz needs to pay attention to. Like cultivated meat companies.
If we go by the example Eat Just/GOOD have set, that involves more than putting some lab-grown chicken bites in a cardboard box. Tetrick said that delivery for the Madam Fan deal will operate similar to what his company did with its original 1880/food panda deal. Customers can choose from a few different dishes (chicken and rice, katsu curry, etc.). Meals are delivered to customers along with a Google Cardboard viewer and a link to a 360-degree short film about meat. Tetrick described the film as follows:
“You you put the glasses on and you’re in the midst of a rain forest in South America. Then it transitions to the rain forests being removed, and you see that it’s connected to planting lots of soy and corn. And you see how the soy and corn is connected to feed going to animals, and you see how that’s connected to your plate and how we could do something different.”
The point is to help consumers familiarize themselves with the term “cultivated meat” and explain why it matters for the health of the plant (more food made with fewer resources) and how that big-picture context fits into each individual consumer’s life, whether they’re in Singapore or Tennessee.
Longer term, immersive experiences like the above could help with what’s something of an end game for cultivated meat: getting people to think of it as just meat. Not “lab-grown meat” or “slaughter-free” meat or any of the other descriptors floating around nowadays. Just regular ol’ meat from regular ol’ animals.
It’s significant, then, that Eat Just’s deal with Madame Fan will deliver cultivated meat that actually replaces its conventional counterpart on the menu. In future, says Tetrick, restaurant menus will still offer some plant-based options (for those who can’t eat animals for ethical and/or religious reasons). But in his mind, “it doesn’t make a whole lot of sense to have both cultivated meat and conventional meat on the menu.”
“I think you’ll end up having restaurants all across the world transition,” he added.
Not tomorrow, mind you. As I write this, global demand for meat is up. There is also a huge difference between letting someone taste something as a one-off experience and getting them to order it on a regular basis. As more companies attempt to scale up — often to the tune of hundreds of millions of dollars — they will need to start educating their prospective consumers on what the heck this stuff is and why we need it in the first place. Choosing the right restaurant partners and getting the actual chefs involved will be important for this, too, as well sending the right messaging to each different demographic.
Food delivery may be one small step in this process, but given its ubiquity right now, it’s a crucial one to get right.
Elsewhere in the Restaurant Biz . . .
Top Three Takeaways from Our Food Robotics Summit – The Spoon’s Chris Albrecht gives some thought to the future of robots, including restaurant robots, in his wrap-up from our latest event.
Take on Big Pizza by Supporting Bitcoin – An investor/entrepreneur has launched Bitcoin Pizza, a pop-up restaurant brand that will partner with independent pizza shops to deliver pies from May 22–29. Proceeds in part go towards supporting independent restaurants.
On-Demand Pay App DailyPay Raises $500M in Capital – The on-demand payment service for restaurants and retailers has secured $500 million in capital and will use it to expand to new markets.
