The raw cost of ingredients to the cost of a plate is at most 30% (restaurants tend to collapse at 35%). For Asian restaurants it is closer to 20%. Say that th

The raw cost of ingredients to the cost of a plate is at most 30% (restaurants tend to collapse at 35%). For Asian restaurants it is closer to 20%. Say that the average "entree" for an Asian restaurant is $12, soup/app is $6. Lets pretend that there are two of you and both order app and entree. This means that the meal for 2 from an Asian restaurant is 2 x (12+6) = 36. We will let the cost be 33% i.e. restaurant barely hanging on which is equivalent of your family not buying anything on sale and every time randomly selecting the most expensive place to buy your ingredients. This brings the input cost of a meal for two people (app or soup/entree each) to: ~33% of $36 = $12 Lets give a 50% upcharge for convenience of using a meal kit: $12 + 0.5 * $12 = $18. Ok, so we are at $18 for two people for the entire meal. Hell, lets increase margins further. Make it $20. There's not a single meal kit company on the market at this time that sells kits for 2 people for $20 a meal on a non-trial basis. WholeFoods, Wegmans, KeyFoods, ShopRite, Ahold are going to kill this entire "industry". They already have pre-packaged "dinner ready" containers that they are willing to sell at their cost + 10%. It is just a matter of time until they start marketing it. The cost of WholeFoods "meal kit" for two people needed to make the standard Asian fare? About $11. That's the competition for meal kit companies. They need to compete with $11 spent at Whole Foods.