Celebrity chef Ayesha Curry is expanding her food empire with a new meal-delivery service called Gather. The mother of two announced the new business venture on Twitter June 29, encouraging fans to sign up.
Described as a meal-kit delivery system, Gather will enter the food delivery space with fellow services Blue Apron, Plated and Hello Fresh.
The website is not currently active. A landing page says the company will deliver seasonal ingredients and recipes created by Curry weekly to customer’s homes. After users sign up to get notified of the launch, they’re taken to a page to invite friends to join and “earn amazing rewards.” A leaderboard encourages signees to share links toward reward points. There are no details on how many servings will be included in the kit, but the website says meals can be shared with family and friends.
— Ayesha Curry (@ayeshacurry) June 29, 2016
Pricing information also has not been provided, but competitor meal delivery plans usually provide a minimum of two-person subscriptions. According to LifeHacker, Blue Ribbon’s two-person plan is priced at $59.94 per week for three meals. Plated requires a minimum order of four dishes weekly, which usually costs $12 each. So a two-person, three-order meal will come to $72 total. Hello Fresh’s two-person plan is $69 weekly for three meals.
Gather’s Twitter page says the company is located in Oakland, California, but Tech Crunch reports it is unclear if the startup – which also offers home-cooked baby food – will focus initial services in San Francisco or launch nationwide. Curry ‘s pop-up restaurant, International Smoke, was launched in the city earlier this month.
According to Atlanta Black Star, the Food Network host opened the eatery in partnership with chef Michael Mina in The Mina Test Kitchen. CBS SF reported the $45 four-course meals are inspired by her Chinese, Jamaican, African and Polish heritage. The pop-up establishment will remain open until the end of the summer.