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.
- “Craving a burger? Get it now!”
- “Flash sale on donuts!”
They profit when you lose self-control. They profit when you make bad health decisions at 11 PM. They are not building a system for your Nourishment; they are building a system for your Cravings.
The Middleman Problem
Aggregators do not control the food. They just move it.
- They cannot guarantee the oil used in that curry wasn’t reused five times.
- They cannot guarantee the hygiene of the ghost kitchen.
- They cannot lower the cost of the food itself, only the delivery time.
The FoodHero Difference
We do not want to profit from your impulse. We want to power your Routine.
We don’t want you to open our app when you are hangry and irrational. We want you to set your preferences when you are calm and rational, and then let us execute that plan for you.
We don’t want to be a casino of calories. We want to be the utility company for your nourishment—reliable, boringly consistent, and essential.
The Question: Do you want a food system that exploits your weaknesses (cravings), or one that supports your strengths (health goals)?