We experimented with a multi-step sign up process where we first prompted for a zipcode, then prompted for an email address (letting you know at that step wheth

We experimented with a multi-step sign up process where we first prompted for a zipcode, then prompted for an email address (letting you know at that step whether we had data for your zipcode), but a multi-step sign up process felt too heavyweight given that we really only need two pieces of information to create an account. If we don't have data for your zipcode, then we don't send you email. We just keep your address on file so we can notify you when we launch in your area. Suggesting recipes that use deeply discounted items is a good idea.