Snap Kitchen Launches Direct Shipment of Meals from Fort Worth Factory


Austin-based Snap Kitchen said Monday it was moving from storefronts to e-commerce with direct overnight shipping of its fresh, ready-to-eat, portion-controlled meals.

The new venture is kicking off this week from its kitchen in Fort Worth, where the company said it can reach 80 million homes in two days across 15 southern and eastern states. The online expansion includes major markets such as New York, Baltimore, Pittsburgh and Washington, DC, as well as cities closer to home including San Antonio and Oklahoma City.

Until now, Snap Kitchen’s meals have been available in its stores and through on-demand services such as Postmates in the four markets where it has stores: Austin, Dallas-Fort Worth, Houston and Philadelphia.

And the company’s 33 stores, including 10 in D-FW, will remain open, Snap Kitchen CEO Jon Carter said.

“The goal of dropshipping is to expand Snap Kitchen’s reach outside of its current four markets in addition to existing retail stores, not to replace our retail presence,” he said in a statement. E-mail.

New start

Snap Kitchen closed stores in Chicago in 2017 after expanding too quickly, and early last year it ended a pilot program in which its meals were sold at select Whole Foods Markets. Two years ago, the company also closed kitchens in Austin and Houston and consolidated in Fort Worth. Snap Kitchen has approximately 240 employees in Dallas-Fort Worth, with most working in the Fort Worth kitchen on Trinity Boulevard.

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The Fort Worth kitchen has enough capacity to handle online orders at this time, Carter said, but as demand grows, the company plans to open kitchens in other areas. The new venture could create future jobs in kitchens, distribution, marketing and technology in Texas and elsewhere, he said.

Carter positions the company as a healthy and convenient alternative, saying it uses “simple, highest quality ingredients.” Recipes are created by chefs with the help of dietitians. The meal plans cover various diets, including paleo, keto, Whole30, low carb, and high protein.

Customers make their own choices for orders that come in boxes of six or 12 meals.

Snap Kitchen, which was founded in 2010, had four rounds of venture capital funding totaling $154.2 million, according to Crunchbase. The company does not disclose its revenues.

food fight

Storefronts selling fresh meals to health-conscious shoppers started popping up in neighborhood malls a decade ago, but many have closed.

Competition has also come from a proliferation of meal kit subscription services, a concept that has also struggled. In January, Blue Apron moved much of its production work from its Arlington distribution center to the company’s largest New Jersey operation, cutting 200 Arlington jobs.

Grocery stores have also quickly embraced the trend and dedicated refrigerated spaces to individual prepared meals and family meal kits.

Twitter: @MariaHalkias

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