This is a limited perspective (mine), but here's how they're competing right now: All 3 are optimized on "home-quality" food, i.e. healthy, homestyle cooking.

This is a limited perspective (mine), but here's how they're competing right now: All 3 are optimized on "home-quality" food, i.e. healthy, homestyle cooking. And they're cheap. Sprig dinner is $12, delivered in 15 mins, warm, tasty, and healthy. There are _very_ few $12 meals out there that meet all of those criteria (Chipotle is almost there, but they don't deliver to my door in 15 mins). So I see them competing because they're focused on different things (and they're doing it right, at least for me -- I order dinner from Sprig 2-3 nights a week and lunch from SpoonRocket 2-3 times a week). Traditional fast food restaurants (Chipotle excluded) optimize on price, speed and taste (similarly), but those all come at the expense of nutrition, which (disappointingly) most people don't seem to mind. I hope A) that changes as the US continues to get fatter, and B) these guys don't 'sell out' and drop their food quality because they realize that deep-fried cheap chicken is "tastier" and cheaper than grilled high-quality chicken, etc.