A fascinating read — thanks for sharing that. It looks very much like a winner-takes-all (or nearly all) market where investors are looking to back the player with the most traction rather than compete with each other on funding rounds.
The economics look straight-forward in principle.. keep loyal customers and get them ordering more frequently each month, while reducing delivery costs and time. I don’t envy the logistics around all that.
Are you open to talk about what the investors said to you? Did you feel you scaled too quickly into other countries?