Wonder

Wonder, the brainchild of seasoned entrepreneur Marc Lore, embarked on its journey in 2018, initially under the moniker Food Truck. What began as an innovative concept of mobile kitchens—Mercedes Sprinter vans cooking meals right outside customers' homes—has evolved into a multifaceted food experience company. The initial vision was to revolutionize at-home dining by delivering restaurant-quality meals with unparalleled freshness, a direct response to the often-disappointing traditional food delivery experience where food could arrive cold or lose its integrity. The company aimed to give people access to great food, including nutritious options, in a convenient, affordable, and sustainable way. This involved partnering with renowned chefs and restaurants, acquiring the rights to their recipes, and meticulously training chefs to replicate these signature dishes to perfection.

The early model saw significant investment in logistics and food science, with central commissaries preparing ingredients that were then dispatched to the mobile kitchens. These 'Chefs on the Road' would then fire up the meals curbside, ensuring they reached the customer piping hot and just as the chef intended. However, recognizing the potential for greater efficiency and a broader reach, Wonder transitioned its strategy. While the commitment to quality and chef-driven meals remained, the company pivoted towards establishing brick-and-mortar 'fast-fine' food hall locations. This shift allowed for a wider array of culinary options under one roof, multi-restaurant ordering, and a more scalable operational model. Despite the significant change from a primarily food-truck-based operation, Lore viewed this not as a pivot, but as an evolution of the original vision to create a superior at-home dining experience. The company has continued to attract substantial investment and has expanded its footprint, acquiring companies like Blue Apron and Grubhub to build a comprehensive 'super app for mealtime,' aiming to service every meal occasion from restaurant delivery and meal kits to potentially groceries and reservations.