App-based food and goods delivery service Instacart is expanding its local menu of options, as its list of Austin partners is being joined by PlateJoy, a San Francisco-based startup that offers personalized, healthy meal programs.
Austinites can sign up for a $59 PlateJoy six-month membership to use Instacart’s one-hour delivery to get custom groceries tailored to their needs. PlateJoy users also also pay for food and delivery fees.
PlateJoy says it helps determine what users should be eating based on their healthy eating goals and preferences,
“The PlateJoy and Instacart integration is the equivalent of your fairy godmother and your personal nutritionist grocery shopping for you every week, magically placing the right things in your fridge, and sending recipes and nutritional support to your phone,” said Christina Bognet, CEO and founder of the San Francisco-based startup.
The on-demand food delivery sector has become highly competitive in Austin. Just last month, for example, Google Express, the consumer delivery arm for the internet retail giant, began offering delivery services for food and goods.
Bognet said she was especially interested in the Austin market because it’s “a food and tech hub.” PlateJoy is also available in San Antonio, Houston, Minneapolis and St. Paul, Minn., and the company's goal is to expand to all of Instacart's 22 U.S. markets.
Bognet says PlateJoy spent three years developing technology that “turns an individual’s nutrition data into ultra-personalized weekly menus.”
The company, which was founded in 2012, uses more than 50 data points about a user’s preferences and health goals to determine what they should be eating through tailored recipes and shopping lists.
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