EasyFridge (shut down)

Subscription grocery delivery. No thinking required.

M Suggest maker



        Matt Mireles

        Entrepreneur-in-Residence at Extole.

        Hi, I'm one of the founders. We created EasyFridge so that working families (and busy professionals) wouldn't have to spend their Saturday afternoons stuck in line at the grocery store.

        As a dad and professional entrepreneur, one of the unexpected benefits of EasyFridge to our family has been a dramatic reduction in how much we spend on restaurant takeout and delivery. My wife and I did the math and we went from spending $604/month to $140/month after signing up for EasyFridge––that's a 77% reduction. Now we're eating healthier and spending more quality time with our son after work.

        Upvote Mark as Maker 2014-04-24 07:56:12 -0700

        Ryan Hoover

        Product Hunt

        Hey, @mattmireles! Love this. As I get older, I'm looking for products and services that can save me time. I'm a loyal Instacart customer and use it weekly (cc'ing co-founder @max).

        How do you know people will pay for this? Any early tests you can share?

        Upvote Mark as Maker 2014-04-24 08:04:48 -0700

        Guy Gal

        Growth at Joyus

        By adding in subscription and meal planning you're essentially building full stack Instacart.

        You just need to add meal prep to round out the value chain (although company name implies product line limitations... EasyEats would be more flexible years out).

        I llllluuurrrrvvvvvvv this approach.

        Take my money.

        Upvote Mark as Maker 2014-04-24 08:49:14 -0700

        Matt Mireles

        Entrepreneur-in-Residence at Extole.

        @rrhoover The real question is "how much value does this service provide?" If the value is real and people understand it, then people will pay.

        If you're well-organized and enjoy the thrill of choosing between the 17 different milk options available at Safeway, then spend the extra money and consider Instacart. Extra money? Yep. Instacart marks up the in-store prices at Safeway, Whole Foods, etc. by 20-50%. You don't realize it because they use random pricing variability to obsfucate the actual premium you're paying.

        If you're not particularly well-organized and you want someone who knows how to shop to "just take care of it" for you, then EasyFridge is for you. Your dedicated EasyFridge shopper comes up with a list of your staples, tracks your brand and flavor preferences, then comes up with a personal meal plan (optional) and buys everything for you once a week, every week––staying within the budget that you set. After each delivery, we ask you for feedback on the products you got (like Pandora). As the relationship matures, your shopper will even help you discover new brands and items. The more you use it, the easier & better it gets.

        Our #1 goal is make sure that you always have food in your fridge that you want to eat. Early customers have told us that EasyFridge has literally changed their lives, helping them dramatically reduce their consumption of takeout and increase the amount of food they prepare at home.

        If you have questions, I'll be checking this thread all day or email me at mireles@myeasyfridge.com.

        Upvote Mark as Maker 2014-04-24 09:22:47 -0700

        Guy Gal

        Growth at Joyus

        I have a new analogy for EasyFridge.

        StitchFix for groceries.

        Upvote Mark as Maker 2014-04-24 10:40:05 -0700

        Derek Shanahan

        Accounts & Biz Dev at Playerize

        I literally said "f*cking finally" when I saw this. Love this approach.

        Upvote Mark as Maker 2014-04-24 13:28:38 -0700

        Matt Mireles

        Entrepreneur-in-Residence at Extole.

        @dshan Awesome to hear it. How can we get you signed up?

        Upvote Mark as Maker 2014-04-24 13:43:47 -0700

        James Mundy

        Founder, Foundbite

        Fantastic idea, really great. Site is a little bland though - no images on the front page?

        Are you "doing things that don't scale" with the personal shopper? I believe there's a startup that started out doing personalised meals in a similar way that's mentioned in the first few chapters of the Lean Startup.

        Upvote Mark as Maker 2014-04-24 15:53:22 -0700

        Ryan Hoover

        Product Hunt

        @mattmireles - you have a new testimonial, courtesy of @dshan! Love it.

        Upvote Mark as Maker 2014-04-24 16:34:23 -0700

        Spencer Schoeben

        Product, Relcy

        this is awesome. going to give it a try!

        Upvote Mark as Maker 2014-06-03 20:53:01 -0700
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