Plateaway is a UK-based marketplace that partners with restaurants to sell chef-designed DIY meal kits—delivering ingredient kits and short video guides so consumers can recreate restaurant dishes at home while restaurants earn an additional channel of sales[1][4].
High-Level Overview
- Mission: Plateaway aims to make restaurant-quality cooking accessible at home while supporting independent hospitality businesses by centralizing restaurant meal kits on one platform[1][4].- Investment philosophy / Key sectors / Impact on the startup ecosystem: As a marketplace startup (not an investment firm), Plateaway focuses on the foodtech and hospitality-tech sectors, combining e‑commerce, logistics and branded content to give restaurants a direct-to-consumer product offering and to diversify hospitality revenue streams during and after lockdown-related disruption[1][4][6].- Product and customers: Plateaway builds an online marketplace and fulfillment service that lists restaurant meal kits (including proprietary or “secret” ingredients), lets customers choose delivery dates, and provides 1-minute video guides for kit assembly; its customers are home cooks seeking restaurant-quality meals, gift buyers, and restaurants wanting to extend reach beyond on-premises dining[1][4][5].- Problem solved and growth momentum: The company addresses soggy/takeaway-quality issues and the lack of a centralized discovery channel for restaurant meal kits by aggregating multiple venues in one checkout and offering nationwide distribution support; Plateaway has pursued partnerships with UK independents and run an EIS crowdfunding/Seedrs opportunity to scale operations and marketing[1][6][5].
Origin Story
- Founders and background: Plateaway was founded by Harry Slagel, Lewis Slagel and Nick Leigh; the idea emerged during COVID-19 lockdowns when restaurants were creating DIY meal kits and there was demand for a single platform to discover and order them[1].- How the idea emerged: Seeing restaurants pivot to kit-based offerings during lockdown inspired the founders to centralize those kits into a marketplace so customers could access multiple restaurants’ kits in one place and support hospitality businesses[1].- Early traction / pivotal moments: Early product differentiation included one‑minute video guides for each kit and the ability to order from multiple restaurants in one checkout; the company subsequently sought external funding and positioned itself for nationwide distribution and packaging development support through crowdfunding and Seedrs/EIS[1][6].
Core Differentiators
- Aggregation model: Centralized marketplace listing kits from multiple independent restaurants, enabling multi-restaurant checkout rather than single-restaurant orders[1][4].- Branded restaurant content: Short, one-minute video guides that show kit preparation and plating—helping deliver a restaurant-like end result at home[1].- Support for restaurants: Offers marketing, packaging and distribution support to partner restaurants as a new revenue channel during and after pandemic disruption[6].- Experience-first positioning: Focus on “adventurous” home cooking and gifting use cases (date nights, dinner parties) to differentiate from commodity meal-kit players[1][5].
Role in the Broader Tech Landscape
- Trend alignment: Plateaway rides the convergence of foodtech, direct-to-consumer hospitality products, and experience-driven e‑commerce that accelerated during COVID-19 when restaurants sought off-premise revenue streams[1][4].- Timing and market forces: Rising consumer interest in premium at-home dining, continued pressure on restaurants to diversify revenue, and improved logistics for chilled/fresh delivery create a favorable environment for a restaurant-kit marketplace[1][5].- Influence: By giving independents a plug-and-play product and marketing channel, Plateaway helps diffuse restaurant brands into retail/home consumption, potentially changing how restaurants monetize recipes and engage customers outside the dining room[6][4].
Quick Take & Future Outlook
- What’s next: Likely priorities include scaling restaurant partnerships, refining packaging and cold-chain logistics for quality, expanding geographic coverage across the UK, and converting early crowdfunding interest into broader retail or subscription offerings[6][1].- Trends that will shape their journey: Continued consumer demand for experiential at-home dining, competition from established meal-kit companies and grocery channels, and the economics of perishable delivery logistics will be decisive factors[1][5].- Potential evolution of influence: If Plateaway successfully standardizes kit production, fulfillment and digital how‑to content, it could become a white‑label partner for restaurants or a B2B supplier enabling hospitality brands to sell kits through many channels, not just its own marketplace[6][4].
Quick take: Plateaway occupies a pragmatic niche—aggregating independent restaurant meal kits with short instructional content and logistics support—which addresses an ongoing appetite for restaurant-quality at-home experiences while offering restaurants a scalable new revenue channel formed during lockdown; execution on logistics, partnerships and customer retention will determine whether it becomes a category standard or a niche complement to larger meal‑kit and grocery providers[1][4][6].
