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Thistle

Thistle

Delicious and nutritious ready-to-eat meals, snacks & cold-pressed juices delivered right to your door

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Company Overview

What We Do

Thistle delivers delicious and nutritious ready-to-eat meals, snacks & cold-pressed juices right to your door. Our flexible subscription programs take the worry and planning out of getting and staying healthy.

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Our mission is to make eating nutritious, organic plant-based foods incredibly convenient and accessible. We believe that by removing the major existing hurdles (no time to make a meal; too expensive to eat healthy; bad local options), we can empower our customers to make great choices for themselves, their family and the environment.


Our Traction

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Our Platform & Technology

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Technology powers every part of our business - from our customer facing subscription platform to our culinary and logistics operations. Our engineering team has built the resources necessary for us to deliver a great ordering experience while allowing us to effectively produce high-quality meals at scale and deeply understand our customers and their preferences.

Because of these tools, we're also able to provide a level of customization that other producers at our volume cannot - which includes accommodating certain dietary preferences (e.g. vegan, gluten-free) and all the major allergens (e.g. soy, nuts, shellfish, etc.).

Business Model / Competitive Advantage

We combine the healthy products of a personal chef & nutritionist with the attractive unit economics of meal kit subscription services and the convenience of on-demand delivery.

Our model is highly scalable - a true cloud-based restaurant. We can service 40 million people out of our Bay Area facility, and an NYC area kitchen allows us to access an additional 70 million people in the Northeast.

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Thistle is uniquely positioned to succeed where others have faltered because: (i) Our model offers attractive unit economics resembling those of meal kit subscriptions while still providing the convenience of delivery, (ii) our ability to rapidly scale and service large populations with limited capex and overhead and (iii) our healthy products attack the fastest growing segment within the massive food space.

KPIs

49 Employees
$2,765,000 Sales

Pitch Deck

Traction

  • $4,000,000 annualized run-rate as of 10/15/16

    October, 2016
  • Currently delivering ~6,500 weekly meals

    October, 2016
  • Avg MoM growth since subscription launch: >21%

    September, 2016
  • We cover the Bay Area and have started deliveries in Los Angeles (summer 2016) and testing shipping throughout all of California (fall 2016)

    September, 2016
  • CAC of ~$38 vs. LTV of ~$174

    October, 2016

Testimonials

Scott Crosby
Scott Crosby
Investor at Thistle
"The best way to get super healthy food with zero hassle and minimal delivery overhead. We are subscribers ourselves -- fantastic supplement to the home-cooking regimen."
Darius Contractor
Darius Contractor
Investor at Thistle
"Healthy food is a fast growing industry and juices are some of the healthiest and easiest to consume for busy professionals. Thistle's juices are the best tasting in a growing market, setting them up for viral word-of-happy-mouth growth."
Willy
Willy
Software Engineer, San Francisco
""The three elements of Thistle: healthy, convenient, and tastes amazing, are the perfect trifecta for food.""
Nolan
Nolan
Accountant, San Francisco
""I don’t think I am ever going to stop ordering from Thistle. I now feel better than ever and am eating better than I ever have in my 30+ years of life.""
Sarah
Sarah
Health Coach, San Francisco
""Thistle is a dream come true, providing a super nourishing solution that is really convenient AND affordable.""
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