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Customers: where they are and how much they tip

Where Meals Are Delivered
We have always had a good hunch where our customers were located. But enough of gut decisions; we wanted to confirm it.

For the past year Munchery has served thousands of meals across the beautiful city of San Francisco and we wanted to take a closer look at the data. Here’s a peek at what the order geography looks like today:

orders1.jpg.scaled10001 Customers: where they are and how much they tip

We are thrilled to report that we have fulfilled orders from every possible ZIP code in San Francisco, including Treasure Island. Honestly, we didn’t even know that Treasure Island was officially part of San Francisco when we first started Munchery.

To satisfy our own curiosity, we overlayed the previous order chart with the distribution of our customer base across all the neighborhoods. We want to see which neighborhoods have a larger customer base than others, and check whether there are any big discrepancies (such as a small percentage of customers ordering a lot, or a large percentage of customers making few orders). The below chart shows that for the most part, percentages of orders and customers align.

customers and orders.jpg.scaled1000 Customers: where they are and how much they tip

SOMA is King
Currently one neighborhood dominates in the Munchery statistics: SOMA. It’s a large one too. Random urban trivia for today: SOMA has not one, not two, but three separate ZIP codes: 94103 (“classic” SOMA?), 94105 (towards Embarcadero), and 94107, which overlaps with Potrero Hill! See the map below if you are not familiar with the area. In reality the bar chart for SOMA would be off the charts if we were to combine these three zones together.

SOMA ZIP codes.jpg.scaled1000 Customers: where they are and how much they tip


As many of you are aware SOMA is one of the top areas in the city for new business growth. It has plenty of modernized office space at reasonable prices, plus it’s near many transportation hubs including Caltrain, BART, Muni and freeway access.

Munchery’s early adopters are busy professionals, many of whom are startup entrepreneurs working long hours that left them little time for shopping, prepping and cooking food. They were screaming for an alternative to greasy takeout. Knowing that our delicious meals bring joy to the people hatching bold, new ideas positively gives us goosebumps! The additional added convenience of online ordering, reliable delivery, and affordability over almost any other similar option makes us a no-brainer mealtime decision. We sincerely thank these early adopters for their continued support.

Of course, we are quickly spreading out from SOMA. There’s recognizable growth in Russian Hill and Nob Hill, followed by the Mission and Bernal neighborhoods.

The Delight of New Parents
Customers from Noe Valley make up another key group: many of them have young children (yup, this fits the family-friendly stereotype that Noe has). But of course we have parents as customers all over town. In case you didn’t know, San Francisco is not a family-dominated city. Only about 58,000 households have children (versus 265,000 households that don’t). Out of these 58,000 households, we are delighted to serve this group since they arguably need our service the most (our gift cards are also a super popular gift for new parents).

Who Tips And How Much
This is a sensitive topic for everyone. Shortly after we provided customers the ability to tip our delivery drivers online via their credit card, we took extra measures to ensure each customer is treated with the highest level of service, regardless of their tipping rate. Our billing system ensures that we are blind to that data on a per-customer basis. But as an aggregate, we couldn’t help but take a peek at how the tipping data we do have aligns with geography. Here’s the complete chart with the median tip dollar amount per order.

customers orders median tips.jpg.scaled500 Customers: where they are and how much they tip

Keep in mind that this data only accounts for credit card tips, and does not include cash tips that many of our generous customers also give out. Nevertheless, we just think it’s interesting to look at the aggregate data (we’re all geeks). A typical credit card tip is about $3 to $5 per order.

So, how else do we interpret all this data? It’s interesting, but I think that’s about it. It’s not something we want to over-analyze or come to any hasty conclusions about. As we look at the geographical distribution, it only emboldens our efforts to democratize the personal chef experience.

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Eat Well. Live Well.

We are pleased to announce a partnership between Munchery and STUDIOMIX, a new locally owned health club here in San Francisco. The Eat Well. Live Well partnership furthers the wellness balance that Munchery customers already receive from our meals with the convenience of an all-in-one health facility. 

STUDIOMIX is not your average gym. Along with all the amenities of a traditional health club, the main focus of this 30,000 square foot complex is on offering classes all day, every day. It is San Francisco’s largest group of studios under one roof. Classes include Barre, Boxing, Boot Camp, Cross Training, Dance, Kettlebells, Martial Arts, Pilates, Studio Cycling, TRX®, Yoga, Zumba®, and many more, not to mention classes on a three-story climbing wall! They also offer detailed amenities such as towel service, steam and sauna, complimentary WiFi along with personal services such as massage and bodywork therapy, nutrition coaching, expert personal training and child care.

Special for all Munchery customers: a reduced rate of $95 per month (down from $135). No initiation fee or contracts required. As well, STUDIOMIX members receive 10% off all Munchery orders and can elect to have their meals delivered directly to STUDIOMIX in the evenings.

For more information go to www.studiomix.com

To get started, please email the STUDIOMIX sales team with “Munchery Customer” in the subject line or feel free to contact them directly with any questions.

Emilie Lincoln


Dolly Renick


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Munchery VIP Program – 10% off All Orders

vip.png.scaled500 Munchery VIP Program   10% off All Orders

Starting today, March 21st, we are launching a limited test of a new subscription model, called Munchery VIP that will include amazing perks to our frequent customers. It’s entirely free and to kick off the program, we’re giving 10% off every order. Not just your first order or second order. It’s for every order, folks. No minimums, no commitments. But you have 30 days (more on this later).

Enrolling in this limited VIP program requires a Facebook login and is available for both existing users as well as new users.

To sign up for the Munchery VIP Program:

  • If you already have a Munchery account and haven’t connected your account to Facebook, just go to Your Profile page and click Connect with Facebook under Social Extensions.
  • If you don’t have a Munchery account, go to the Sign Up page and click the Sign in with Facebook button.
  • If you already have a Munchery account and have connected with Facebook in the past, voila, you’re automatically part of the VIP program.

Once you’re signed into Facebook, your account will be upgraded to VIP status (aw yeah). You will start receiving 10% off all your orders.

There are no commitments with this VIP program, and you won’t suddenly be charged some fee out of nowhere.

The VIP Program is a limited test we’re running. The program will only be active for the next 30 days, after which we will discontinue the program and figure out if this beautiful thing will work in the long run (read: we’re not afraid of trying crazy ideas). Any order you place while you have VIP status will receive 10% off, so there really isn’t a reason not to sign up.

So go for it, become a Munchery VIP.  You’ve got 30 days to milk it.


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Meet Chef Fletcher Starkey

fletcher.jpg.scaled1000 Meet Chef Fletcher Starkey

Chef Starkey may have only joined Munchery in February but he’s already made his mark on your meals with artfully presented and full-flavored dishes such as Rum and Pepper Tilapia, Chipotle-Honey Barbecue Pork, and Pollo Cubano with seriously tangy mint spiked slaw. Trust us. Try this slaw!

pollocubano.jpeg.scaled500 Meet Chef Fletcher Starkey

Bi-Coastal Cooking Adventures
Fletcher began his career at the Culinary Institute of America in Hyde Park, NY and externed on the beautiful Massachusetts island of Martha’s Vinyard before making his way across the country to California. Prior to becoming a West Coast fixture he used to spend a lot of time (willingly we might add) harvesting produce from his family’s organic vegetable garden in Vermont. Fletcher recalls that the peas, corn, and asparagus used to create weekly epic meals, were some of the most flavorful he’s ever had.

fletcher collage.jpg.scaled1000 Meet Chef Fletcher Starkey

Digging in the Dirt
This love of digging in the dirt of course translates well to Chef Starkey’s farmers market trips and he’s looking forward to getting his hands on piles of bright red strawberries and bunches of vibrant asparagus in the coming days. He’d also like to encourage you to not be afraid of putting these two seemingly very different foods together. With a little help from a drizzle or two of aged balsamic they’ll get along just fine.

How About You Grate This For Me?
Fletcher valued his time training at CIA and keeps his copy of New Professional Chef close at hand in the kitchen. The recipes always yield food that is absolutely flawless — even if he does have to grate cheese. A task which earns the badge of being his least favorite cooking related activity.

You can order Fletcher’s meals online each week and check in on his internet adventures via Facebook and his website ElevateCuisine.com.

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Meet Chef Nicole Gimmillaro

nicole.jpeg.scaled1000 Meet Chef Nicole Gimmillaro

Nicole Gimmillaro is one of our original Munchery chefs and her outstanding number of 5-star reviews is a testament to her strong culinary background. Nicole attended the Natural Chef Program at Bauman College in Berkeley, California where her class and kitchen work were focused on nutrition as well as the use of seasonal, organic, and unrefined whole foods. Her ability to create healthy, well-balanced meals that leave you feeling fully satisfied is why so many customers come back again and again to order her amazing pork tenderloin dishes, inventive salads, and even comfort food classics like pot pie, and my personal favorite Moussaka. Hey Nicole! Can we talk about getting that back in the rotation again pretty please?

nicole food.jpeg.scaled500 Meet Chef Nicole Gimmillaro

Sunday Sauce
Chef Gimmillaro’s passion for the kitchen was a shared family trait and she has great memories of bubbling stock pots full of homemade tomato sauce, skillet fried meatballs, and ropes of spicy Italian sausage roasting away throughout long Sunday afternoons during her childhood.

Kicking It With Quinoa
Even though her formative years included a large number of great Italian meats, Nicole counts Deborah Madison’s Vegetarian Cooking for Everyone as her go-to cookbook of choice. Don’t worry meat lovers! There are plenty of proteins that make prominent appearances in Nicole’s meals but you should probably know that her creative use of quinoa on more than one occasion has me personally buying the tasty grain in bulk now.

Nicole Collage.jpg.scaled500 Meet Chef Nicole Gimmillaro

What’s In Nicole’s Market Basket?
Speaking of shopping, as spring approaches Chef Gimmillaro is just itching to get her hands on fava beans, English peas, and rhubarb from her favorite farmers market. As consumers of her delicious meals we’ll have to wait on pins and needles to see what fantastic mains and sides she’ll conjure up with this trio of products.

You can order Nicole’s meals online each week and check in on her online adventures at her Facebook page Go Picnic Marin.

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Meet Chef Ben Lillywhite

ben.jpg.scaled1000 Meet Chef Ben Lillywhite

Virginia native Chef Ben Lillywhite joined Munchery last January and has already churned out a number of southern inspired dishes including finger licking barbecue pork spare ribs, sausage gumbo, and he even baked you all pecan pie! Obviously we’re not letting this diversely talented guy out of our sights and neither should you.

gumbo.jpeg.scaled1000 Meet Chef Ben Lillywhite

Always in the Kitchen
Chef Lillywhite claims to not remember a time when he wasn’t cooking, but one of his most vivid kitchen memories involves watching his beloved grandmother making peasant bread. But while Ben definitely inherited the baking gene from this lovely lady his true passion involves grilling. Don’t take our word for it though. Just check out some of the grill marks on a number of his featured meals.

Hot Sauce Confessions
Of course, like the rest of us this chef has been known to occasionally indulge in so-called junk food as well. Ben confessed that back in the day his go-to high school cafeteria meal was a slice of pepperoni pizza with a few shakes of Texas Pete Hot Sauce. 

ben blog image.jpg.scaled500 Meet Chef Ben Lillywhite

Refrigerator Redemption 
Don’t worry though, when we inquired (perhaps a bit hesitantly) about the current contents of his refrigerator he made up for his past transgressions with a redeeming array of labne, smoked salmon, watermelon radishes, arugula, and beer. Sounds like a perfectly well-rounded fridge to me. 

You can order Ben’s meals on Munchery and follow his adventures online at his blog. Be sure to stay tuned next week for a very special St. Patrick’s Day themed dinner option from Chef Lillywhite. There may or may not be Guinness involved…

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