The current food tech market is obsessed with two variables: Speed and Selection.
“Get anything you want in 10 minutes.” “Choose from 5,000 restaurants.”
This sounds like progress. It sounds like freedom. But look closer, and you see a trap.
The Paradox of Choice
Barry Schwartz famously wrote about the Paradox of Choice. When you give a tired human 5,000 options, you don’t liberate them; you burden them. You increase their anxiety. They fear making the “wrong” choice.
The Impulse Economy
Current apps are designed like casinos. They use bright colors, discounts, and urgency to trigger your Impulse. They profit when you lose self-control. They are not building a system for your Nourishment; they are building a system for your Cravings.
The FoodHero Difference
We do not want to profit from your impulse. We want to power your Routine. We don’t want to be a casino of calories. We want to be the utility company for your nourishment.