By Nancy Dahlberg / firstname.lastname@example.org
When subscription lunch service MealPass launched in Miami in January, and over the next few months in three other cities, it was all about offering customers lots of lunch choices from a curated list of local restaurants. Turns out, maybe it was too many choices for some customers.
"One of the pieces of feedback we kept getting was that it was getting increasingly difficult to select what you wanted to have for lunch because there were so many choices on the site ... We needed to make it easier," said Mary Biggins, who co-founded the company with Katie Ghelli.
So MealPass today re-brands as MealPal, and introduces "Pal," a smart bot that uses artificial intelligence to make reserving lunch easier and more personalized. "Pal will know if you like big lunches or small lunches, if you like cheese, if you like meat or are a vegetarian, if you likes beets, etc, so it can make really good recommendations to you," Biggins said.
MealPal is an app and browser-based subscription service that offers members access to a wide selection of restaurant-prepared lunch dishes near where they live or work, while providing an efficient way for restaurants to increase revenue during their busiest hour of the day. To use the service, MealPal subscription members visit the website or mobile app to browse the daily menu, reserve a meal by 9:30 a.m., choose a pickup time and skip the line.
In conjunction with the rebranding, MealPal also launches in Chicago and Washington, DC, today with more than 50 restaurants in each city. The fast-growing Miami-based venture-backed startup now with 22 employees followed its launch in the Brickell area with Boston in February, New York in April and San Francisco in June. In eight months, members of the service have now ordered over 500,000 meals from more than 1,000 restaurants. Members can use the service in any of the six cities where it’s now available.
New York is its biggest market, with 600 restaurants from Central Park to Wall Street, said Biggins, who also co-founded ClassPass. "New York is such a perfect market for us, with the density that works really well."
MealPal's Pal bot will ask consumers a series of questions to understand which ingredients they like and don’t like, so they will only see meal options that will please their palates. Pal will remind users to reserve lunch on any given day if they have forgotten, and will integrate lunch reservations in their calendar.
“Our goal is to eliminate the everyday hassle associated with the lunch hour rush,” said Biggins. “The new personalization features and calendar integration take the platform a step further in easing the lunch hour burden for thousands.”
MealPal in Miami offers 50 restaurants in the downtown-Brickell area and three meal plans: 20 meals per month ($5.19 per meal) for $103.80 per month; 12 meals per month ($5.39 per meal) for $64.68; or 6 meals per month ($5.99 per meal) at $35.94 per month.
"People in Miami tend to eat healthier than in the other markets," said Biggins. "There are more Latin influences -- places with authentic cuisine do very well in Miami."