About Gather Meals

By HighYa Research Team
Published on: Sep 9, 2016

Want more variety in your homemade meals, but your shopping list is stuck in a rut? Gather is a food delivery kit that’s promising to make home cooking easier and more interesting. And, while Gather isn’t the first food delivery kit to the marketplace, it does boast a special (not-so-secret) ingredient—social media celebrity Ayesha Curry.

You might not have heard of Mrs. Curry yet, but her husband, Stephen Curry, might ring a bell. The Golden State Warriors point guard tops the NBA in scoring, averaging 31.8 points per game, up from 23.8 in 2014-2015. Curry also led the defending champion Golden State Warriors to a 24-0 start—leading him to be hailed as the greatest shooter in NBA history. Curry’s otherworldly marksmanship has earned him wide acclaim, league MVP awards, and NBA championships.

Not to be outshone, while her husband has been riding a wave of momentum on the court, Ayesha Curry has been busy building a food empire one recipe at a time.

Through her YouTube channel, Little Lights of Mine, the busy mom (and wife of Warriors MVP Steph Curry) invites over half a million fans to follow along as she makes healthy, fresh meals for her family.

Joining forces with celebrity chef Michael Mina, Ayesha also opened a pop-up BBQ restaurant in San Francisco called International Smoke.

Further adding to Ayesha Curry’s plate, The Food Network has just ordered six episodes of her new show, "Ayesha's Homemade," which will mix cooking segments with scenes of Curry’s family life (which will be sure to include appearances by her aforementioned NBA superstar husband).

If that wasn’t enough to satiate fans, in June, Ayesha Curry announced that she’s entering the food kit delivery market with Gather. There isn’t much info released on the startup yet, but we’ll share what we know and compare Gather to similar businesses, before taking a look at what food delivery kit services bring to your table.

What We Know About Ayesha Curry’s Gather

Gather promises to deliver weekly meal kits to your door. Kits will offer fresh, seasonal ingredients, and will be based on Ayesha Curry’s own favorite recipes and easy meals that she prepares for her family. In keeping with Curry’s family-focused meals, Gather will also provide choices for home-prepared baby food.

At the time of writing, Gather’s official website exists only to wet your palate, encouraging potential customers to enter their email to be notified of updates.

After signing up to get notifications about Gather’s launch, you’re taken to a page that encourages you to invite friends and “earn amazing rewards.” What those rewards might be are also still unknown. However, the page does show an NBA-inspired leaderboard that showcases Gather’s top social media fans.

While which recipes Gather will feature are among the information yet to be shared, you can get a taste of cooking with Ayesha Curry by checking her video for shallot lime-roasted potatoes:

Watching Curry’s cooking is sure to get you salivating. Unfortunately, many of Gather’s important details are still undisclosed, including:

  • How much Gather will cost each week
  • If there are different tiers of membership
  • How many mouths each Gather delivery feeds
  • Whether or not Gather’s food kits can be customized to accommodate food allergies or different dietary restriction
  • If meal kits will include nutritional information

Additionally, Gather-hopefuls have yet to be told when Curry’s new startup will launch—and in which areas it will be available. We have reached out to representatives in hopes of learning additional information, but have yet to hear back, and will update you as more information becomes available.

How Does Gather Meals Compare to the Competition?

As we mentioned above, Gather isn’t the only meal delivery kit promising to make meal planning easier. Plated and Blue Apron are two top competitors.

Blue Apron has earned 3/ 5-stars from HighYa readers, with reviews frequently complementing the variety of recipes and convenience of knowing that you have all the ingredients on hand.

While some negative reviews of Blue Apron are specific to the service itself, others are more general and can apply to all meal delivery kits, including Gather. These include that those who are in charge of picky eaters might not like the lack of control over recipes (because you can’t customize what recipes and ingredients are sent(, that the extra packaging is wasteful, and that prepping ingredients is still time-intensive.

Despite what we don’t know about Gather, the small size of Curry’s startup leads us to believe there will be some inherent differences from existing meal kit subscriptions services as well.

For example, both Plated and Blue Apron are able to deliver nationally, thanks to an established network of fulfillment centers. However, we’re unsure how far Gather’s reach will go, at least initially.

There’s also the consideration of cost. Techcrunch reports that, while Gather hasn’t announced its cost structure, it’s unlikely that they’ll be able to match their competitor’s prices.

Blue Apron costs $59.94 per week for three recipes, while Plated costs $72 per week for three meals. (That’s an average of $9-$12 per meal.)

However, the size of Plated and Blue Apron doesn’t just mean that they’re available to a wider network of customers. Techcrunch explains that, due to the economies of scale, the two existing companies are able to order their ingredients in bulk—therefore offering meals to their customers at lower prices.

What Are the Pros and Cons of Meal Delivery Kits?

According to market research firm Technomic, the global “meal kit” market topped $1 billion in 2015—meaning that customers are definitely finding value in having recipes and fresh ingredients delivered to their door.

And, why not? Subscription meal kits such as Gather offer busy families convenience, variety, and the opportunity to have home-cooked meals without having to go through all the legwork. According to WebMD, another benefit is that meal kits may encourage families to eat more plant-based foods.

However, in their article Dinner on Your Doorstep: Are Meal Kits Worth It?, WebMD asked Tim Harlan, MD, a former restaurateur who is now associate chief of general internal medicine at Tulane University, about potential drawbacks:

  • Cost: When Harlan broke down the average per-person cost of eating meal delivery kits, he found that customers are essentially paying someone $70 an hour to shop for you.

  • Nutrition: Depending on how fresh goods are packaged, there are concerns about the amount of fat and sodium, as well as the portion sizes that each recipe encourages customers to eat.

  • Packaging: Keeping ingredients fresh requires lots of insulation and ice packs that to straight into the garbage, making meal kits a less environmentally friendly option.

Those concerns being noted, subscribing to a meal-delivery kit such as Gather doesn’t have to be a lifelong commitment. Instead, many customers find short-term value in the services, as they act as a sort of training wheels, helping home chefs become more adventurous and knowledgeable in the kitchen.

Is Gather a Good Fit for Your Family?

If you’re still intrigued by the idea of weekly meal kit deliveries, but would like to become more familiar with Ayesha Curry’s repertoire of recipes before signing up for notifications, you can explore hundreds of videos on her YouTube series, Little Recipes of Mine.

Finally, those who are interested in cooking along with Ayesha Curry, but are confident shopping for their own ingredients, might better enjoy her cookbook The Seasoned Life: Food, Family, Faith, and the Joy of Eating Well, available for $15.64 on Amazon.

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