LANCASTER, Pa. - A home delivery meal kit company is opening its East Coast headquarters in Pennsylvania.
Gobble, based in California, serves most of the U.S., and in a few weeks plans to open a major facility in Lancaster.
Meal kit services are a growing sector of the economy; large companies like Blue Apron, Hello Fresh, and Plated are well known.
But other startups are also penetrating the market, including Gobble, which has been in its current form since 2014.
"Gobble is effectively how modern America eats right now," said Steve Robinson, the company's chief operating officer.
The company recognized strategic potential to opening the site in Lancaster, which is under construction now and slated to open Jan. 8.
"Distribution intense businesses need to be centrally located with most of the population centers. We think we're very well positioned here," said Robinson.
The company eventually aims to distribute 75,000 to 100,000 meal kits a week from the Lancaster location.
Their niche in a crowded space, according to Robinson, is speed.
Gobble's goal is to offer meal kits that can be cooked faster than those of their competitors, for a comparable price.
That's why they send customers pre-chopped ingredients and marinated meats.
"We pioneered the three-step, one pan, fifteen minute meal kit," he told WFMZ.
A quick check of their upcoming menu includes recipes like filet mignon with asparagus and blue cheese butter, and shrimp scampi with cherry tomatoes and arugula.
Everything is devised in test kitchens using precise calculations, to measure every necessary movement users will have to make at home.
"We're a data driven technology company from Silicon Valley," explained Robinson.
They also use data to try to tailor meal choices towards the customer.
"Based on both your profile and based on your preferences, we begin to understand more and more about what you and your family desire," said Robinson.
Gobble plans to hire 60 people soon for the Lancaster site, with an eventual goal of more than 200.
Allentown, PA 18102