First, curse you for sending me to a Vox site.
Secondly, one of the erstwhile competitors says "I struggle to see how this solution addresses an actual consumer want or need better than fresh, prepared meals."
And that would be why you're going to lose. "Fresh, prepared meals" are likely more expensive1, are only available at limited times during the day2, and are one of the first things to go in a disaster situation.3
1: I haven't seen any indication of price, so I could be wrong. I'm betting I'm not, though.
2: Unless you're going to provide an Uber of food delivery that goes out at 4 a.m.
3: Well, except for Waffle House. They're usually the first thing back up in a disaster situation.