It's targeting a narrow intersection of people who are rich enough to pay $10 per serving for a meal, have the time to cook every night, and are okay with the lack of customizability in ingredients.[1]
We considered it but it made no sense for us. It would save us a little money versus eating out all the time, but it doesn't solve the time problem (my wife and I both get home around 7:30 or 8:00 and need to get the family fed immediately). It reduces grocery shopping time, but we do that on the weekend where we actually have a couple of hours to spare, unlike after work.
I would rather see a high-end TV dinner service.
[1] And also apparently don't have any kids--paying $10 for an adult is one thing, paying $10 for a full meal for a child is another.
We considered it but it made no sense for us. It would save us a little money versus eating out all the time, but it doesn't solve the time problem (my wife and I both get home around 7:30 or 8:00 and need to get the family fed immediately). It reduces grocery shopping time, but we do that on the weekend where we actually have a couple of hours to spare, unlike after work.
I would rather see a high-end TV dinner service.
[1] And also apparently don't have any kids--paying $10 for an adult is one thing, paying $10 for a full meal for a child is another.