The success of Gobble's pivot

Food & Dining

The success of Gobble's pivot

Gobble was started in 2011 as a marketplace for home-cooked food. By 2014, they had become a pre-cooked meal subscription service as part of YC.

Neither model really took off, so in September they pivoted again - this time to meal kits. Here's what happened:

revenue chart
customer chart

Gobble hasn't revealed their monthly numbers, but we believe this represents just over 3% of their true revenue and customer base.

We estimate Gobble earned $750k from 4200 customers in May

Even though Gobble is a small (but fast-growing) fish in the meal-kit sea:
share of wallet

Gobble customers monetize better than Blue Apron, HelloFresh, or Plated:

revenue per customer vs competitors

*On May 22, Gobble reported their average member spends $242 each month. The key word is "member", meaning retained customer. We confirmed this in our data: customers who joined prior to April and were still active in May spent an average of $240 in April, while the rest (new and/or churned customers) spent an average of $97.

Which begs the question: when are they raising their next round?

All data pulled directly from Second Measure. Request access to explore Gobble, Blue Apron, and hundreds of other public and private companies.

Mike Babineau

Mike Babineau

Co-Founder and CEO

San Francisco, CA