Plated (meal kits)

American meal kit service owned by Albertsons Companies, Inc

Plated

Company type| Subsidiary
Industry| Meal kit
Founded| 2012; 13 years ago (2012)
Founder| Nick Taranto[1][2]
Josh Hix[1][2]
Defunct| November 2019; 5 years ago (2019-11)
Fate| Closed by Albertsons
Headquarters|

New York City

Area served

| United States
Parent| Albertsons (2017–2019)
Website| plated.com (redirects to safeway.com)

Plated was an American ingredient-and-recipe meal kit service that has been acquired by Albertsons. The company was founded in 2012 and became well known through its participation in Techstars in 2013, Shark Tank in 2014 and Beyond the Tank in 2015. Plated's founders, Nick Taranto and Josh Hix, earned a deal on Shark Tank that fell through, but negotiated a deal with a different Shark Tank investor after the show was filmed. The company accepted several rounds of venture capital investments and remained private until it was acquired by Albertsons in September 2017.

## History

[edit]

Plated delivered meals in the form of weekly boxes that contained ingredients and recipes to be cooked by the customer. Founded by Harvard Business School classmates Nick Taranto and Josh Hix in 2012 and launched that November,[1][2] the company was selected to be in the Spring 2013 Techstars NY class.[3] It raised $1.4 million in seed round financing in May 2013 led by ff Venture Capital with angel investors that included TechStars, Manischewitz Company CEO Alain Bankier, Facebook's Andrew McCollom, and Paige Craig.[2] The company surpassed 100,000 meals delivered in the northeast and midwest regions of the United States by July 2013 and sought series A financing to begin nationwide service.[2]

That month,[4][5] Plated appeared on episode 22 of the fifth season of Shark Tank, which aired on April 4, 2014;[6] on the show, Plated struck a deal with Mark Cuban of $500,000 for 6% of the company. However, the deal never closed because Taranto and Hix, who had initially asked for a $500,000/4% deal on the show, wanted to renegotiate the deal based on growth after the show. Four months after the deal with Cuban fell through, the Plated founders made a deal with Shark Tank's Kevin O'Leary for an undisclosed sum.[1]

In January 2014, Plated earned $5 million of Series A venture capital funding.[7] The company raised an additional $15 million in funding in August 2014 of what was called new Series A funding from Venture Capital Dispatch.[8] In the company's first three years, the company moved into sequentially larger fulfillment centers 14 times due to growth.[1]

The company was featured in the second episode of the first season of Beyond the Tank, which aired on May 8, 2015.[9] By the following month, the company was expected to surpass $100 million in revenue for the year.[10] In July 2015, Plated raised $35 million in Series B funding.[11] It extended its series B funding by $20 million in the third quarter of 2016.[12]

On September 20, 2017, Plated was acquired by Albertsons for $300 million.[13][14] In April 2018, Albertsons began selling Plated meal kits in some of its stores.[15] In November 2019, Albertsons announced it was ending Plated's subscription service[16] with the last delivery date being November 27, 2019.

## References

[edit]

1. ^ a b c d e Winfrey, Graham (May 12, 2015). "How Plated Got Served By Mark Cuban and Kevin O'Leary on 'Beyond the Tank'". Inc. Archived from the original on May 14, 2015. Retrieved August 17, 2017.
2. ^ a b c d e Taylor, Colleen (May 9, 2013). "With 100k Meals Delivered, Plated Will Expand Nationwide By The Fall". TechCrunch. Archived from the original on June 28, 2013. Retrieved August 17, 2017.
3. ^ Tischer, Clare (April 3, 2013). "Techstars NYC 2013 Class". Techstars. Archived from the original on March 11, 2016. Retrieved August 17, 2017.
4. ^ London, Jay (April 11, 2014). "MIT Alumna's Startup Survives Shark Tank". MIT.edu. Archived from the original on September 12, 2015. Retrieved August 17, 2017.
5. ^ "Shark Tank Episode Recap: Plated founders Nick Taranto and Josh Hix". Plated.com. May 2015. Archived from the original on August 17, 2017. Retrieved August 17, 2017.
6. ^ "S5 E22 Kodiak Cakes, Monkey Mat, Plated, The Paint Brush Cover". American Broadcasting Company. April 4, 2014. Archived from the original on April 7, 2014. Retrieved August 17, 2017.
7. ^ Kolodny, Lora (January 7, 2014). "Plated Raises $5M to Deliver Ingredients, Recipes to Home Chefs". The Wall Street Journal. Archived from the original on January 9, 2014. Retrieved August 17, 2017.
8. ^ Kolodny, Lora (August 9, 2014). "Meal-Kit Startup Plated Raises $15M to Make Home Chefs of Us All". The Wall Street Journal. Archived from the original on August 10, 2014. Retrieved August 17, 2017.
9. ^ "S1 E02 Episode 2". American Broadcasting Company. May 8, 2015. Archived from the original on December 12, 2015. Retrieved August 17, 2017.
10. ^ Winfrey, Graham (June 4, 2015). "How Shark Tank's Plated Broke $100 Million in Revenue in Three Years". Inc. Archived from the original on June 7, 2015. Retrieved August 17, 2017.
11. ^ Crook, Jordan (July 16, 2015). "Plated Is Served $35 Million In Series B". TechCrunch. Archived from the original on July 16, 2015. Retrieved August 17, 2017.
12. ^ "Meal Kit Dollars And Deals Down From 2015 High". CB Insights. September 19, 2016. Archived from the original on August 17, 2017. Retrieved August 17, 2017.
13. ^ "Mr. Wonderful Eats up Mark Cuban and Plates a Deal | Shark Tank: How It Started | CNBC Prime". YouTube. July 14, 2022.
14. ^ Buhr, Sarah (September 20, 2017). "Albertsons snaps up meal kit startup Plated for $200 million". TechCrunch. Archived from the original on September 20, 2017. Retrieved September 20, 2017.
15. ^ Perez, Sarah (April 6, 2018). "Albertsons will offer Plated's meal kits across hundreds of stores this year". TechCrunch. Archived from the original on May 29, 2025. Retrieved April 7, 2018.
16. ^ "Plated meal kits were in Albertsons stores, then disappeared. Now this". Idaho Statesman. November 14, 2019. Retrieved February 29, 2020.

## External links

[edit]

* Companies portal
* Food portal

* Official website

* v
* t
* e

Albertsons Companies

Banners|

* Acme Markets
* Albertsons
* Amigos
* Carrs
* Jewel-Osco
* Lucky
* Market Street
* Pavilions
* Randalls
* Safeway
* Shaw's and Star Market
* Tom Thumb
* United Supermarkets
* Vons

People|

* Joe Albertson (founder)
* Jim Donald
* Steven Burd
* Lorenzo Hoopes
* Juan Manuel Ley
* B. Kevin Turner

History and
culture|

* Brooks v Canada Safeway Ltd
* Safeway Bowl
* Safeway Building
* Safeway Championship
* Safeway Classic
* Safeway Goya
* Safeway International
* Skaggs Companies
* Albertsons LLC
* Albertsons Boise Open
* Attempted acquisition of Albertsons by Kroger

Defunct/sold|

* Plated
* Dominick's
* Genuardi's
* Casa Ley
* Bristol Farms
* Safeway (Australia)
* Safeway (Canada)
* Safeway Stores (Ireland)
* Safeway (UK)
* Simon David
* Super Saver

* v
* t
* e

Online food ordering services

Meal delivery|

* Bolt Food
* Coupang Eats
* Chowbus
* Deliveroo
* Delivery.com
* Delivery Hero
* Baedal Minjok
* Foodpanda
* Foodora
* Glovo
* Talabat
* Yemeksepeti
* PedidosYa
* DiDi Food
* DoorDash
* Wolt
* EatStreet
* ele.me
* Fantuan Delivery
* GoFood
* GrabFood
* iFood
* Just Eat Takeaway.com
* Grubhub
* OrderUp
* Seamless
* Tapingo
* Just Eat
* Menulog
* SkipTheDishes
* Meituan
* Pathao Foods
* PickMe
* Rappi
* ShopeeFood
* Swiggy
* Uber Eats
* Postmates
* Waiter.com
* Yandex.Eda
* Zomato
* Zesta

Meal kits|

* Blue Apron
* Goodfood
* Gousto
* HelloFresh
* Home Chef
* Mindful Chef
* Purple Carrot
* Tovala

Online grocery delivery|

* Amazon Fresh
* Blinkit
* Chaldal.com
* Crowd Cow
* Favor
* FreshDirect
* Getir
* GoMart
* Gopuff
* Gorillas
* GrabMart
* Instacart
* JioMart
* Milkrun
* Ocado
* PC Express
* Peapod
* PickMe
* Robomart
* Samokat
* Shipt
* Zepto

Reservations|

* Eat App
* OpenTable
* Resy
* TheFork
* Bookatable
* Yelp

Defunct|

* ASAP
* Delivery Dudes
* Baidu Waimai
* Foodler
* Hello Curry
* Hungryhouse
* Munchery
* OrderAhead
* Plated

Software|

* Brightloom
* ChowNow
* OpenRest
* Slice
* Toast POS
* Upserve

* Category
* Food portal

* v
* t
* e

Shark Tank

Investors|

* Kevin O'Leary
* Barbara Corcoran
* Daymond John
* Robert Herjavec
* Mark Cuban
* Lori Greiner
* Daniel Lubetzky

Episodes|

* Season 1
* Season 2
* Season 3
* Season 4
* Season 5
* Season 6
* Season 7
* Season 8
* Season 9
* Season 10
* Season 11
* Season 12
* Season 13
* Season 14
* Season 15
* Season 16

Notable investments|

* Bombas
* Breathometer
* Cycloramic
* Drop Stop
* LuminAID
* Nardo's Natural
* Notehall
* Plated
* Roominate
* Scrub Daddy
* Shark Wheel
* Talbott Teas
* Tipsy Elves
* Villy Custom

Notable companies
that did not get an offer
or declined an offer|

* Ring
* Coffee Meets Bagel
* Kodiak Cakes
* Scan
* Manscaped

* Beyond the Tank
* Dragons' Den
* Shark Tank Australia
* Shark Tank India

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