60 second start-up: EatFirst

0-5 seconds: Sum your business up in a sentence:

EatFirst delivers delicious, fresh and healthy lunches to your doorstep within just 15 minutes of an order being placed through the app or on the website. 

5-10 seconds: What's the business model?

We provide wholesome, healthy meals from fresh and quality ingredients, cooked by our highly qualified and experienced chefs. We deliver them to our customers for £7 per meal, including delivery - in 15 minutes. We are currently serving the City of London and Canary Wharf.

10-15 seconds: Who are your competitors?

Our competitors are companies serving lunch in Central London: both delivery services and sit-ins/take-outs. We, however, feel our extremely balanced and great-tasting meals, cooked by our executive chef who has worked in Michelin starred restaurants – puts us a cut above the rest and provides a much better option than sandwiches, which aren’t the healthiest, and salads - which are not filling enough. Did we mention it is super-convenient too?

15-20 seconds: What's your USP?

Our USP is simple: great meals delivered in the most convenient way. 

The meals we provide are honest, healthy and balanced and we deliver within 15 minutes of the customer ordering. Our customers can click to see exactly how much calories, fat, carbohydrates, fibre, sugar and protein are in the dish they’re choosing. 

20-25 seconds: How have you funded it so far?

We’re backed by an international Internet platform, which has provided us with the funding we’ve had to date.

25-30 seconds: What were you doing before?

Our founder team is very eclectic and that’s our strength: we were doing many different things before starting EatFirst.

Humberto is a techie and was a successful entrepreneur before. He founded a Cosmetics start-up in Portugal, Skin, after working as a consultant for McKinsey.

Torben speaks 4 languages, learnt during his work in Brazil, France and Germany, and worked as a Strategy Consultant at Roland Berger.

I was in the Banking industry before EatFirst: I worked for Goldman Sachs in the City and spotted the urgent need for real healthy and convenient everyday food.

30-35 seconds: Where did the idea come from?

The idea originated from a common need for healthy and convenient food in Central London. Food was a shared interest for all of us. Working for Goldman Sachs, I was our perfect customer; while Humberto comes from a 13-children family, where preparing food for everyone was always an important topic.

35-40 seconds: What's the smartest thing you've done so far?

The smartest thing we’ve done to date is getting Jane Tran on-board. She is our incredibly talented Executive Head Chef. Providing people with delicious meals is something we always wanted to pride ourselves on and her experience working for Michelin-starred restaurants has enabled us to do just that.

40-45 seconds: What's the stupidest?

Not starting this project earlier. 

45-50 seconds: If your business was a biscuit, what would it be?

We would definitely be homemade oat biscuits: we know how they are prepared and they are delicious, healthy and filling. 

50-55 seconds: Which idea are you a bit jealous of?

The Internet! It’s one of the most revolutionary concepts and it really has changed the world.

55-60 seconds: Where are you going to be in 12 months' time?

We have already expanded inside London and to Germany: we opened service in Berlin a short time ago. In a year, we aim to be active across London and in other cities in the UK. We will be present in a lot more countries all around the world too. Our offering will be wider, serving dinner and who knows, maybe breakfast too.

To find out more about EatFirst, check out their website. You can also like them on Facebook or follow them on Twitter.

Catch up with our previous 60 Second Start-Up: Winnies Jumpers

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