Well, TaskRabbit could do it at a much higher price. Our thinking is that if you like high quality, fresh bread, then you can sign up to each week have options

Well, TaskRabbit could do it at a much higher price. Our thinking is that if you like high quality, fresh bread, then you can sign up to each week have options of different bread from different bakers – and when you see one you like, we'll deliver it to you. By offering just one product each day, we're able to do deliveries highly efficiently (like newspaper delivery, not pizza delivery), so we're able to deliver a loaf of bread to your house for a price that compares to what you'd pay at the bakery or a market that sells high quality bread.