How Plated brought home the groceries and found a $300-million meal ticket

Plated, the direct-to-consumer meal delivery service, has reached major scale through building its startup chops and allying with a brick-and-mortar partner.

We were built on the back of Facebook advertising for sure,” reports Josh Hix, co-founder of direct brand Plated, the meal-in-a-box service that began life as an online service seven years ago … and was purchased by a major grocery-store chain for $300 million just a half-decade later.

“We [put] all the gas we could into that channel because it was working,” Hix told some 1,400 delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM). “It was efficient.” And even though he allows that “it’s now not as efficient as it used to be, and we’re weaning...

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