I'm originally from Israel, but have lived in London for 9 years and now in Berlin in the last 3+ years. I can't say I notice a vast difference. Especially if I

I'm originally from Israel, but have lived in London for 9 years and now in Berlin in the last 3+ years. I can't say I notice a vast difference. Especially if I look at middle-class, educated, well-earning people, which this kind of service targets. There could be some cultural difference, sure. But I think it's relatively small. Other factors, some mentioned on other comments, can come into play. For example: * much easier way to order fresh groceries online in the UK (including Sunday delivery, 1 hr delivery slot, mobile apps etc) * execution, execution, execution (I can't tell about the OP, but the founder of Marley Spoon is also a founder of Delivery-Hero, which is well-established in the fast-food delivery online market)