On Sprig—Food Optimized for Delivery

Sprig has been gaining popularity recently—both in the startup world and among consumers. The service entails a mobile app from which you can order lunch or dinner. Their menu always has three options to choose from. The food is healthy, organic and locally grown (plus I hear it's delicious). Lunches cost $11, dinners cost $12—these prices include tip—and payment is handled within the app. Your food is usually delivered within 20 minutes, but it's typically a lot quicker than that. 

Sprig seems like a great option for busy professionals, parents, and students. Their limited menu avoids decision paralysis. Their dead-simple app makes ordering near instant. And their quick delivery time leaves you feeling confident that you won't be waiting for your food forever—they'll even text you an accurate ETA.

I think one of the most fascinating parts of the concept is that Sprig is essentially a delivery-optimized restaurant (without the actual restaurant). With out the need for a restaurant, Sprig doesn't have to pay rent for an expensive retail location. They can just have a commissary or kitchen in a cheaper part of town, or in a less expensive part of a building. They can then optimize for the delivery experience. Fast delivery. Delightful packaging. Friendly service/deliverymen. Easy payment. And a Google-esque operation behind the scenes that constantly refines their service to make it better than all of the "old school" restaurants out there. They even just brought on Angela Wise, Uber's former data scientist. 

Sprig is essentially a delivery-optimized restaurant (without the actual restaurant)

With the popularity of take-out and the growing consumer comfort in on-demand services, I think Sprig has a lot of potential. But I don't think that there needs to be just one winner in this space (worth noting, Sprig's main competitors are Munchery and SpoonRocket). Of course, there's tons of restaurants out there, so why should there be just one company like Sprig. Consumers will surely crave something different over time. 

But to stay competitive and to keep its customers engaged, I can see Sprig launching sub-brands dedicated to certain cuisines—be it Mexican, Thai, etc. They can also launch sub-brands targeting certain demographics or people with dietary restrictions, such as kids (huge opportunity here),  vegetarians, etc. 

What do you think of Sprig? Have you tried it? I'd love to hear your thoughts.