案例库 · 战略与领导 · 战略决策 · 2010–2019
这条还没译成中文,下面是英文原文。
Munchery raised $125M for meal delivery and shut overnight
Founded in 2010, valued at ~$300M in 2015, the San Francisco meal-delivery pioneer cut cities, shed staff and ceased operations by email on 21 January 2019.
Munchery · 2019-01
怎么回事
Munchery started in San Francisco in 2010 as one of the first chef-prepared meal delivery services, bringing chilled dinners to doors in a narrow evening window. Investors bought the vision: a 2015 round valued the company at roughly $300 million, and total funding reached $125.4 million from backers including Menlo Ventures, Greycroft and Northgate Capital.
The unit economics never arrived. Munchery pivoted from prepared meals to meal kits, subscriptions and corporate lunches, and even ran pop-up shops in BART stations. It retreated from Seattle, Los Angeles and New York, laid off 257 staff — 30 percent of the workforce — in May 2018, and went through a contested recapitalisation in March 2017; its final chief executive was James Beriker, who had replaced co-founder Tri Tran.
On 21 January 2019 customers received an email: Munchery was ceasing operations effective immediately, with outstanding orders cancelled and refunded. Eight years and $125 million later it joined Sprig, Maple, Doughbies and Josephine — the meal-delivery startups that burned out in the same market. In March 2019 the company filed Chapter 11, listing $28.5 million of secured debt.
为什么会这样
- Delivery margins were negative and scale never fixed them; every pivot — meals, kits, subscriptions — burned cash to reach the same answer.
- The $300M valuation priced in a category winner; by 2018 the retreat to one city showed the money had bought time, not a business.
- The end was an email: a company that raised $125M shut overnight, with refunds as its final act to customers.
教训
Munchery raised $125M, pivoted through meals, kits and subscriptions, and ended by email — in delivery, capital can rent growth but not margins.
后来呢
Munchery filed Chapter 11 in March 2019 and sold its headquarters for $5 million. In 2020 the name relaunched as a recipes-only website under Rolliyo, Inc.
资料来源
- TechCrunch, 21 January 2019 — After raising $125M, Munchery fails to deliver (ceased operations effective immediately, announced by email to customers Monday 21 January 2019; founded 2010 in San Francisco; $125M raised; ~$300M valuation in 2015 round; shut down Seattle, Los Angeles and New York before May 2018; laid off 257 staff, 30% of workforce, in May 2018; pivots from ready-to-eat meals to meal kits, subscription plans and BART station pop-up shops; peers Doughbies, Sprig, Maple, Josephine also faltered)
- Crunchbase News, 21 January 2019 — Food-Delivery Service Provider Munchery Abruptly Shutters After Raising Over $125M (raised $125.4M from Menlo Ventures, Greycroft and Northgate Capital; ~$300M valuation on 2015 Series C; closing its doors and ending operations effective immediately per email; outstanding orders cancelled and refunded; controversial March 2017 recapitalization; prior layoff of 30 employees in January 2017)
- Wikipedia — Munchery (founded 2010 in San Francisco by Tri Tran and Conrad Chu; chef-prepared chilled meals delivered in a one-hour evening window; served San Francisco, Seattle and New York City; $125M raised incl. $85–87M Series C in 2015; valued ~$300M; final CEO James Beriker, who replaced co-founder Tri Tran in 2016; shut down abruptly 21 January 2019; Chapter 11 filed March 2019 with $28.5M secured and $6M unsecured debt; 70,000 sq ft HQ sold for $5M in May 2019)
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