After graduating from MIT in 2010 with a neuroscience degree, and going on to a health care consulting gig, Christina Bognet found herself without time to eat well. “I was pretty busy and I was consistently coming home to an empty refrigerator and ordering takeout or eating out very often,” says the Pennsylvania native, 25. “When I did go to the grocery store, I would kind of buy a bunch of disjointed items that never really came together over the course of the week as meals. So I thought that it was really backward that with all of the technology that exists today, nothing could automate this process for me.”
A year ago, she stopped consulting and began developing PlateJoy, a Web application that takes users’ dietary preferences and restrictions and creates a customized meal plan, and then delivers all the necessary ingredients with simple instructions on how to prepare breakfast, lunch, dinner, snacks, and desserts. The company partnered with online grocers Whole Foods, Peapod, and Safeway to make the deliveries. Platejoy.com had a soft launch in August as an invite-only site in Boston and San Francisco, quickly hitting capacity. Bognet says the company plans to expand to additional cities by the end of the year. Pricing is currently in beta with users paying a flat rate based on how many meals they order per week and other variables.