It’s not your typical restaurant. In fact, Snap Kitchen CEO David Kirchhoff says his charge is competing as much with at-home cooking and grocery stores as with restaurants. Described by Kirchhoff as a kind of convenience store cooking from-scratch food that’s individually packaged and portioned, Snap Kitchen was designed to bring the luxury of a personal chef to the masses. It serves up what it touts as healthy yet flavorful meals, all clearly labeled and individually packaged for grab-and-go consumers. “It combines the holy trifecta of what good food should be: craveable, nutritious and super fast and easy,” says Kirchhoff.
With a price point for entrees between $8 and $12, and serving up on-the-go meals for one, Snap sees a spike with millennial customers—especially those without kids. “Our biggest age bracket is 30 to 35, but we do well above and below,” says Kirchhoff. Because of the labeling system, Snap also does well with consumers following dietary lifestyles such as paleo or gluten-free. And customers often come in and buy multiple meals for the week—taking sales from other restaurants. “The way I describe Snap is it’s what’s for dinner Tuesday night. Snap fills in a lot of meals for people over the course of the week,” he says.