I think the problem with these cooked meal services is scale. It is very hard to scale these operations across multiple cities. The margins just aren't there for the layers of complexity and management. They are better off as small businesses, just like a restaurant franchise model.

I have used a couple of them in Kansas City over the last 5 years. Before this was even a craze. Success Meals and Healthy Meals. Both were fantastic and neither needed to raise $50 million dollars to do it.