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Wonder

October 1, 2023

Podcast: Food Tech News Wrapup – Wonder Buys Blue Apron, Elon Breaks Ground on Drive-In

We’re back after a couple weeks off to wrap up some of the top stories of the week. 

Mike and Allen talk about these stories:

  • Wonder acquires Blue Apron
  • Scentian wants to replicate insect smell capability using AI and sensors
  • Video from Serve Robotics leads to arrest and conviction 
  • Tesla has broken ground on  its Drive In Theater and Diner 

You can listen to the podcast on Apple Podcasts, Spotify, or wherever you get your podcasts. You can also listen by clicking play below.

Our Food AI Summit is in just three and a half weeks. Use discount code PODCAST to get 25% off of tickets!

June 21, 2023

Wonder Launches Membership Program, Eyes Ten Store Rollout As It Leaves Delivery Vans Behind

Wonder, the food delivery startup made famous by its original model that used customized delivery vans, has launched a membership program called Wonder+ the Spoon has learned.

The new program, which costs $7.99 monthly, entitles members to free delivery with no minimum order value. Wonder+ also entitles members to prioritized delivery or pickup via a Wonder “Fast Pass” with each member’s order.

The launch of Wonder+ comes months after the company disclosed it was giving up on cooking food orders curbside in delivery vans. While the original concept developed the company a loyal following of high-frequency customers in the New Jersey suburb in which it launched, it proved incredibly capital-intensive, even for a CEO who had shown a knack for raising eye-popping funding rounds.

“I see a much bigger opportunity to be more profitable, more capital efficient and slightly improve” the customer experience with physical kitchens compared with the food truck system, said Wonder chief Marc Lore.

The membership program launches just weeks after the company opened its second brick-and-mortar location in Westfield, New Jersey. This 4,300-square-foot storefront serves food from 13 restaurant brands, including Bobby Flay Steak, Tejas Barbecue, and Di Fara Pizza. According to the company, the Westfield location will reach customers previously serviced by its delivery vans in Westfield and the adjoining towns of Garwood, Fanwood, Winfield, Scotch Plains, Cranford, and Clark. According to the company, the new locations will support delivery, pickup, and limited dine-in.

While the company has left behind its delivery fleet, it still plans to deliver all food made in Wonder kitchens with its own employees.

“Unlike a ghost kitchen or other delivery services, Wonder is completely vertically-integrated, meaning it owns and operates every single aspect of the process – from the front-end app and prepping of food to the cooking, delivery, and every step in between,” a company spokesperson told The Spoon via email. Wonder couriers will not only handle deliveries made to customers who order via the Wonder app, but also those orders made through third-party apps such as Doordash or Uber Eats.

Wonder’s Westfield location debut follows the opening of its Manhattan location in February, and the company plans to open ten Wonder locations by the end of the year, including in Chelsea location next month and a Brooklyn location in the fall.

Food hall-ish multi-brand offerings are the same general direction some ghost kitchen operators – like Kitchen United with its Mix concept and newer operators like Hungry House – have been moving in recent years, only without the delivery piece. Wonder new direction is reminiscent of European delivery giant Deliveroo’s efforts towards vertical integration with its lineup of virtual brands via Deliveroo Experiences and in-person food halls.

January 10, 2023

Wonder Pulls a Zume, Drops Futuristic Food Trucks as it Pivots to Lower Cost Operating Model

According to a report this week in the Wall Street Journal, food delivery startup Wonder is laying off employees and will begin to phase out its signature food delivery trucks in the hopes of creating a lower-cost operating model.

This is a massive shift for a company that became the talk of the food delivery business for a high-touch approach built around its delivery vehicles. Wonder not only brought the food to a customer’s home, but it cooked it curbside in vans that had become ubiquitous over the past year and a half in the North Jersey market in which it operates.

According to the Journal, the company will pivot to a more conventional ghost kitchen model, operating ten kitchens around New Jersey and New York. In addition to delivery, Wonder will offer in-location dining and pickup at locations.

Tightening venture capital markets have cast a pall over the startup world over the past 12 months, and today’s news suggests that even superstar fundraisers like Wonder founder Marc Lore aren’t immune to investors’ darkening moods. It had always been an open question whether Lore could continue to raise enough money for an operating model that looked incredibly expensive from the outside, and now it looks like we have our answer.

Lore told the Journal he believed the current model would require another $1 billion in investment over the next two years to expand its mobile truck fleet. Lore now hopes to raise $350 million over the same time period.

In some ways, Wonder’s pivot is reminiscent of Zume, another high-flying startup that used custom-made delivery trucks and raised hundreds of millions of dollars. Zume, which made pizzas using robotic technology in central locations, used its customized delivery trucks with built-in pizza ovens to cook food on the way to customers. By early 2020, the company had run into financial problems and started pivoting away from its food trucks. It wasn’t long before Zume gave up on pizzas altogether, and today the company is a compostable food packaging company.

Now, the question for Wonder going forward is whether it will be able to maintain its momentum with customers in its current markets without the part of its business that most sets it apart from traditional delivery. Wonder has been extremely popular in the market it operates in, in large part due to the high quality and white-glove service enabled by its trucks.

Without that, will Wonder become just another – albeit very expensive – ghost kitchen startup? Only time will tell.

July 29, 2022

‘Late Empire Sort of Stuff’: Wonder Faces Backlash Over Environmental Impact of Vans

By and large, the residents of the northern New Jersey suburbs where Wonder delivers agree that the well-funded startup’s food tastes great.

What they can’t agree on is whether having hundreds of Mercedes diesel vans idling curbside each night while Wonder employees prep meals is a good idea at a time when most experts agree climate change is fast becoming an existential crisis.

A story published in yesterday’s edition of the Wall Street Journal details the bickering that has broken out amongst residents of South Orange and Maplewood, New Jersey, about the omnipresent vans zig-zagging through their towns each night.

On the one hand, some feel the Wonder trucks are an unnecessary and carbon-emitting extravagance.

“There’s a stigma of calling the Wonder truck and having them idle outside your house for the decadent purpose of making you dinner in a truck,” resident Will Meyer told the Journal. “It feels like this is late empire sort of stuff.”

And then there are those who don’t see a problem with the trucks.

“It doesn’t bother me,” said Lisa Bressler, who didn’t see the trucks being much different from Amazon and UPS trucks driving around town. “I guess I like unnecessary luxuries.”

For my own part, the trucks seem a bit out of step with efforts to reduce the carbon footprint of food delivery. Serve, a maker of sidewalk delivery robots, asks on their Twitter page why should we use a two-ton car to deliver a two-pound burrito. It’s a legitimate question that makes me wonder if a three or four-ton diesel van sitting outside my home cooking food for 20 minutes is a good idea.

Ok sure, so maybe a couple of hundred vans probably don’t make a huge difference in the grand scheme of things, but what about a scaled-up, USA-wide Wonder? The company has grand plans to eventually take this to cities across the country and if it’s as disruptive as Marc Lore thinks it is, it could essentially reinvent food delivery. In a scenario like that, we’re looking at tens of thousands of Wonder vans driving around every night and sitting curbside.

Wonder’s Scott Hilton told the Journal they are evaluating electric vehicles, so maybe by the time the company rolls out across the country, they’ll have this thing figured out. But for now and the foreseeable future, residents of this New Jersey suburb will continue to debate the impact of Wonder’s vans on the environment.

July 13, 2022

People Using The Wonder Food Delivery Service Are Bonkers About It

You’ve probably heard about Wonder by now. The high-profile company founded by Marc Lore has people buzzing with its nearly billion in funding and a model that includes chef-designed meals and a network of vans that cook up the food curbside.

Last month I wrote that Wonder has the opportunity to either reinvent the food delivery business or become a case study like others who have tried and failed to build out fully integrated delivery models.

What I didn’t write about is how much Wonder’s customers seem to love the product. After hearing from people I’ve talked to and reviews I’ve read about it online, it seems the service has an almost fanatical user base.

One person I spoke to told me his family uses Wonder multiple times a week, ordering meals that can range well above a hundred dollars with alcohol included to more affordable middle-of-the-week family meals.

Another wrote via Linkedin, “I live in that one metro market that Wonder delivers to, and it is wildly popular in my town. Last week I couldn’t decide between two Wonder “restaurants” Di Fara from Brooklyn or Mozza from LA. Both pizza spots impossible to get into but not when the Wonder truck pull up to your house and cooks it for you on the spot!”

The responses via Apple’s app store are even more gushing:

“The food was wonderful, and I cannot wait to order again. What a fabulous concept. It really works. Telling everyone that I know about the fabulous Wonder trucks.“

“Impressive how quickly you can be eating a fine restaurant quality meal from the comfort of your own home. Hoping Wonder continues to thrive, and that they keep the bar raised high for their commitment in delivering fine ingredient quality meals.“

Here are a few observations about why Wonder seems to be developing an infatuated following:

Users love the quality of the food. In review after review, people say the food is really good. Almost everyone says the food is as good or better than they could get in a restaurant.

The service is white glove. While some users have said Wonder has a kink or two to work out, it doesn’t seem to matter because the customer service is so strong. When Wonder makes a mistake, someone is there to make it right. People also love the chefs who show up at their door in a white coat and Wonder hat to deliver their meals.

People love access to chef-designed meal concepts. Getting quick access to food that could have been made in far-away and popular restaurants like Di Fara Pizza or J Bird from Jonathan Waxman is something that resonates with reviewers.

Word of mouth and omnipresent delivery vans are reinforcing success. Everyone in the New Jersey metro area Wonder serves seems to know about the service. Word of mouth is extremely strong and people are seeing the Wonder vans buzzing up and down the street.

While I can’t verify how many of the app’s reviews are from Wonder employees or Wonder-friendly people, there are too many positive ones (over three thousand at this point) for the early buzz to be contrived. The strong reviews also seem to reinforce what anectodally appears to be a higher than industry average frequency of usage by Wonder customers. I also imagine strong customer metrics are one of the big reasons the company has continued to raise money in an environment much tougher than it was just 6 months ago.

If you’re lucky enough to live in Wonder’s delivery area, drop us a line and let us know your thoughts. I am still unsure how the model scales nationwide, but there’s no doubt that early results show Marc Lore and his team may be creating something special with Wonder.

July 3, 2022

The Spoon Weekly: Wonder’s Big Bet, Parc’s Cold Chain Spinout, a Hard Look at Model for 15 Minute Grocery

Will Wonder Reinvent the Food Delivery Biz, or Become Another Cautionary Tale? Only Time Will Tell

Imagine you wanted to build a complete-from-scratch meal delivery company.

Not just the delivery part like Doordash. I’m talking about building a company that is essentially an entire restaurant and food delivery industry in a box, one that works with big-name chefs to develop new restaurant concepts, builds centralized food production facilities, creates a network of mini-kitchen hubs around a large metro area, and owns the delivery network to get the food to people’s doors.

In other words, everything. If that sounds like a big vision, it is, and it’s exactly what Marc Lore is building with Wonder. The founder of Jet.com and Diapers.com described the concept in a Linkedin post last December:

Our innovative, vertically-integrated approach begins with exclusive menus from the country’s best chefs and restaurants. A central commissary sources high-quality, fresh ingredients and serves as the start of each meal’s journey. Orders are then fired, finished, and plated in our mobile kitchens just steps away from your door, and served as soon as they’re ready — allowing you to experience the food the way it’s meant to be enjoyed. 

Lore is no stranger to big industry-shifting ideas. He created Diapers.com, one of the early pioneers in online baby products (acquired by Amazon), and Jet.com, a discount-pricing-based online retailer acquired by Walmart in 2016. He also has plans to build a Utopian city in the American west.

Read the full story at The Spoon. 


PARC Spinout EverCase Uses Electric & Magnetic Fields to Store Food in Freezers Without Ice Crystals

If you’ve ever put meat or fish into a freezer, you’ve probably noticed it doesn’t look nearly as fresh once you thaw it out.

That’s because the process of freezing food alters and damages its structure at a cellular level. As the temperature drops, water molecules slow down, and ice crystal embryos form ice nucleation sites. From there, the ice spreads to freeze the entire piece of food. Water within the food expands by up to 9% when frozen, causing food cells to rupture. When frozen food thaws, nutrients and flavors leach out from the food, often in the form of drip loss (that red liquid dropping from a warmed piece of red meat).

But what if you could store and preserve food in a freezer at sub-zero temperatures and avoid the damage incurred by traditional freezing? That’s the idea behind a new startup called EverCase, a spinout from storied research and business incubator Xerox PARC.

Read the full story about EverCase’s freezer tech here at The Spoon.


Delivery and Grocery Tech

The Case for 15-Minute Grocery Delivery is Questionable. So Why Did It Raise So Much Capital?

For about as long as I’ve been seriously watching the Internet industry, companies have been trying to make a business of home grocery delivery.

It started back in the late nineties when companies like Webvan and Homegrocer raised massive amounts of capital after convincing investors that food shopping would be largely done online in the future.

Webvan would raise almost $400 million in venture investing and another $375 million through an IPO. HomeGrocer raised $440 million in venture capital and almost $288 million going public.

None of it was enough. The two companies would eventually merge and went bankrupt less than a year later.

Of course, some online grocers survived, including some originating in the early days of the Internet. Ocado, conceived in the year 2000, continues to this day and is one of the biggest online grocers (and grocery automation technology companies).

But despite the occasional success story like Ocado, the reality is online grocery shopping is a tough business, one that seems to possibly work as part of a broader omnichannel market approach where grocers like Walmart, Kroger, and now, yes, Amazon offer both in-person and online shopping experiences for the consumer. And even Ocado.com is essentially an omnichannel model, partnering in the early days with Waitrose.

Which brings us to the 15-minute grocery category, a model built around hyper-local delivery with distributed micro-fulfillment centers placed in dense urban markets like NYC, Philadelphia, and other locations. Startups in this space focus on convenience, offering a limited set of items, not unlike you might find in a convenience store like 7-Eleven (but usually with a little more fresh food sprinkled into the mix).

You can read the full story about 15-Minute Grocery’s questionable business model here at The Spoon. 


Food Media

Is Roku About To Bring Us Shoppable TV Content Featuring Martha Stewart & Other Culinary Giants?

Last week, Walmart and Roku announced a deal that would allow TV viewers watching streaming via a Roku device to purchase items – including food items – using their remote.

According to the announcement, the new experience will allow customers to click on and purchase items advertised within the “moments of entertainment” (translation: during an actual show and not an explicit commercial), as well as during commercial breaks during ad-supported programming.

The new integration will allow viewers to click on a shoppable ad and proceed to checkout. The customer’s payment information will be pre-populated from Roku Pay, Roku’s payments platform, and then the customer taps “OK” on the Walmart checkout page to place the order. A Walmart purchase confirmation is emailed to the customer.

By taking shoppable commerce to the TV screen, Walmart is going beyond the shoppable integrations the company has previously done through partnerships with SideChef and Tasty. While the rise of video-centric social media platforms is blurring the lines, TV watching (including streaming) typically is a much different experience than time spent in front of our computers doing activities like online shopping.

Read the full story here.


Future Food

Coming Out of Stealth, Paleo Unveils Six Animal-Free, GMO-Free Varieties of Heme

In 2024, imagine walking into Burger King and ordering a mammoth burger. No, not one that is bigger than your head; this Whopper will taste like the extinct proboscideans that roamed the earth millions of years ago. It’s all part of the magic from a Belgium-based food ingredient company called Paleo.

After two years, Paleo has come out of stealth mode to announce its technology to bring the authentic taste and aroma of meat and fish to plant-based meat and fish alternatives with a non-GMO, animal-free heme. As part of that announcement, the World International Property Organization has published Paleo’s patent application, finally allowing Paleo to share details of its precision fermentation technology. 

Hermes Sanctorum, CEO and co-founder of Paleo: “When we set out to create the ultimate animal-free meat or fish experience, we quickly zeroed in on heme. Without exaggeration, we can say that we cracked the code of heme, allowing us to produce GMO-free heme that’s bio-identical to the most popular meats and tuna – as well as mammoth.”

Read the full post here at The Spoon.


Podcast: A Conversation With Good Food Institute’s Bruce Friedrich

If you work in the alt-protein industry or even just interested in the space, chances are you know about the Good Food Institute.

In this episode, we catch up with GFI’s CEO and founder Bruce Friedrich to talk about everything alt-protein and the future of meat.

Some of the topics we cover in this podcast include:

  • The current state of alt-protein sales
  • Why plant-based meat sales plateaued in 2021
  • The need for investment in alt-protein infrastructure
  • The politics of alternative meat
  • When will cultivated meat get regulatory approval for retail sale in the US
  • The need for affirmative messaging around alt-proteins

You can listen to the full episode below by clicking play or, as always, find it on Apple Podcasts, Spotify, or wherever you get your podcasts.


Food & Web3

From the Paneraverse to the Wendyverse, the Food Web3 Trademark Gold Rush is On

While it’s uncertain at this point just how profitable the food industry’s efforts to build out a presence in the metaverse will be, what we do know is those sure to make out in the near term around all these food web3 initiatives are trademark attorneys.

All anyone has to do is make a casual search of the USPTO’s trademark database or check out trademark Twitter (there’s a Twitter for everything) to see that there’s been a rush by food brands to file web3-related trademarks to ensure they have their place reserved in the metaverse for whenever they’re ready to make a trip.

Coverage of these filings in the crypto-press is often templatized, usually featuring tweets from one of a couple of trademark attorneys making a name for themselves on crypto twitter by talking about different trademark filings. Whether it’s Snickers or Chuck E. Cheese or Panda Express or you name it, the stories generally tell us these brands are set to enter or headed to or already have entered the metaverse.

To read the full story, click here!

June 29, 2022

Will Wonder Reinvent the Food Delivery Biz, or Become Another Cautionary Tale? Only Time Will Tell

Imagine you wanted to build a complete-from-scratch meal delivery company.

Not just the delivery part like Doordash. I’m talking about building a company that is essentially an entire restaurant and food delivery industry in a box, one that works with big-name chefs to develop new restaurant concepts, builds centralized food production facilities, creates a network of mini-kitchen hubs around a large metro area, and owns the delivery network to get the food to people’s doors.

In other words, everything. If that sounds like a big vision, it is, and it’s exactly what Marc Lore is building with Wonder. The founder of Jet.com and Diapers.com described the concept in a Linkedin post last December:

Our innovative, vertically-integrated approach begins with exclusive menus from the country’s best chefs and restaurants. A central commissary sources high-quality, fresh ingredients and serves as the start of each meal’s journey. Orders are then fired, finished, and plated in our mobile kitchens just steps away from your door, and served as soon as they’re ready — allowing you to experience the food the way it’s meant to be enjoyed. 

Lore is no stranger to big industry-shifting ideas. He created Diapers.com, one of the early pioneers in online baby products (acquired by Amazon) and Jet.com, a discount-pricing based online retailer acquired by Walmart in 2016. He also has plans to build a Utopian city in the American west.

Wonder’s business model is essentially built around a three-layer logistics network, one where the company owns centralized production, a distributed network of mini-kitchens in various neighborhoods, and the final delivery network that drops the food off at the consumer’s doorstep.

If it sounds reminiscent of Zume, it’s because the two ideas are kinda similar. Zume created a vertically integrated food delivery business complete with a robot-powered pizza-making ghost kitchen, mobile food trucks with ovens built-in and a fleet of scooters to deliver pizza to the customer. Zume also raised a bunch of capital – $423 million – before the company ended up laying off 80% of its employees and exiting the food delivery business to focus on sustainable packaging.

Despite the similarity between the two concepts, Zume’s troubles haven’t dissuaded investors from investing in Wonder. Lore has raised $900 for Wonder so far, including a $350 million Series B announced this month.

In fact, if one thing is clear, it’s that Lore is good at raising money. He raised over $800 million for Jet before he sold it to Walmart, and he’s also started an investment company with Alex Rodriguez with plans to raise $500 million. He also is raising $25 billion for the first phase of construction of utopian city called Telosa, with eventual plans to raise $400 billion.

But even for someone as talented as raising money as Lore, you still have to wonder how long investors will stay patient as his company builds out its food delivery business and scales it to other cities. After raising close to a billion dollars, the company is serving one metro market so far, a cluster of neighborhoods in the New Jersey area. While it’s clear that standing up its first metro market will probably be more capital intensive than its second and third market – the restaurant concepts, recipe development and core technology development built now can be leveraged for each new market expansion – the company will still need to build out a three-layer delivery network for each new metro is expands into.

Who knows, maybe Lore and Wonder can generate enough cash flow with its New Jersey business and can cost-control its burn rate to extend the $900 million out for a couple of years to fund another market build-out or two. Still, no matter how frugal the company remains, it’s going to have to go back to investors at some point, and with things getting tougher in a global macroeconomic environment filled with increasing uncertainty, nothing – including the future availability of multi-hundred million funding rounds – is a certainty at this point.

And it’s not just the economy, but an extremely competitive, fast-changing restaurant and food delivery business. I’d argue the restaurant and food delivery business is even more competitive and market-saturated than baby products or discount e-commerce offerings. Wonder is competing not only with well-capitalized competitors in Amazon, UberEats, and DoorDash, but also facing off against a local mom-and-pop restaurant on every street corner that is increasingly relying on digital business models to survive as we emerge from the pandemic.

All that considered, Lore has an amazing track record that would be foolish to ignore. He’s achieved successful exits for his previous companies, selling both Jet and Diapers.com to big entrenched players (though both companies have been subsequently shut down by their new owners). So maybe investors are looking at those two previous exits and are comfortable Lore can pull yet another rabbit out of a hat.

For his sake and theirs, let’s hope he can do it once again, because if he can’t, I suspect we’ll be studying the case of Wonder years from now as another cautionary tale of audacious visions and spent venture capital.

December 7, 2021

Jet.com’s Founder Launches Wonder, a Logistics-Driven Bet on The Future of Restaurants

Today Marc Lore, the ex-CEO of Walmart.com and founder of Jet.com, formally announced the launch of Wonder, a ghost kitchen-driven delivery brand powered by high-profile chef recipes and cook-en-route delivery vans. The company currently is delivering food to four cities in Union County in northern New Jersey and has plans to expand to New York and beyond in 2022.

Wonder has reportedly raised an eye-popping amount of money for a company that only formally announced itself today. According to reports, the company has already raised over $500 million in capital, which likely means a valuation in the multi-billion dollar range. The impressive raise is due to Lore’s track record of building highly successful and disruptive e-commerce businesses. Lore’s Jet.com effectively became the core engine of Walmart’s e-commerce efforts once the retail giant bought the company for $3.3 billion in 2016.

The company has partnered with several high-profile chefs to develop recipes and lend their names to virtual restaurants that Wonder will turnkey. Seventeen restaurants and chefs have partnered with Wonder, including Bobby Flay, Nancy Silverton, Daisuke Nakazawa, and Marcus Samuelsson.

The company was founded in 2018 by Lore and was initially run by his brother Chad. However, in 2019, former Diapers.com exec Scott Hilton took over in 2019, and now, Lore – who had mainly been acting in an advisory capacity – is stepping as the company’s CEO.

According to a detailed report in Yahoo News, Wonder will utilize a licensing model that pays a one-time fee to chefs and will then operate out of a 40 thousand square food commissary kitchen where meals are assembled. Each chef’s restaurant brand is assigned its own delivery van, which is operated by a dedicated employee who responds to orders in the app. Once an order comes through, the runner begins preparing the meal in the Mercedes runner van custom-equipped with special oven. Meals are expected to arrive at the customer’s door within 30-40 minutes.

In some ways, the Wonder business is reminiscent of Zume, a one-time restaurant tech darling that also used a centralized production facility and cooked the food (pizzas in the case of Zume) en-route to the customer in a delivery truck. However, unlike Zume, Wonder’s oven-equipped vans take the food all the way to the customer’s door (Zume used a two-stage delivery network where scooters would deliver the pizza to the customer). Another major difference between the two is much of Zume’s focus was on building a robotic pizza-making machine, while Wonder utilizes in-house chefs to prepare their meals.

Lore’s vision of highly-centralized food production combined with a logistics network to reach the end customer is an evolutionary step forward from Zume and others, combining many of the various advancements we’ve seen in e-commerce, food delivery and ghost kitchen/virtual restaurant models over the past few years. While other regions like China have been developing highly-centralized food production and delivery models over the past decade, the US is beginning to play catch up via interesting new models built upon high-tech advances and an accelerated appetite for food delivery over the past couple of years.

While it’s too soon to say whether Lore’s new company will be as successful as his past, it looks like he has the capital, culinary partnerships and logistics know-how to give it a good run.

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