Maple launched in New York City in 2015, founded by a team including celebrity chef David Chang of Momofuku fame. The company promised restaurant-quality food, designed by top chefs, prepared in centralized kitchens, and delivered quickly. Maple raised $29M from Thrive Capital and others.
Company Data
- Founded: 2015
- Total Funding: $29 million
- Failed: May 2017 (merged with Deliveroo)
Maple had the same problem as Sprig and Munchery: full-stack food delivery economics don't work. The combination of chef-designed menus, premium ingredients, centralized kitchen operations, and delivery costs consumed more than customers were willing to pay. Maple effectively merged into Deliveroo in 2017, ceasing independent operations.
Key Lesson
Even celebrity chefs can't fix bad unit economics. Premium branding doesn't change the fundamental math of food costs + kitchen ops + delivery.