at groko in Edinburgh

Groko is a meal planning app with integrated grocery shopping.

The app plans your week's meals, and lets you easily add the ingredients to your shopping basket to get delivery.

Groko solves a major consumer problem. Traditional grocery shopping stinks:

- Taking multiple trips to the supermarket each week

- Coming home after work and not having enough ingredients for dinner

- Figuring out what you want to make

- Making the same, familiar recipes over and over again

- Resorting to expensive, unhealthy takeaway, or overpriced meal kits

- Throwing away leftover ingredients that never get used

With Groko, meal planning and grocery shopping are super easy and convenient. It has three key value propositions:

Convenience: Groko does the planning and leg work for you, you just focus on cooking. Consumers can effectively do their weekly meal planning and grocery shopping in less than ten minutes. They just have to receive the delivery from Tesco.

No-waste recipes: The average UK household wastes £470 of food each year. Groko’s proprietary no-waste recipes are matched to exact products from Tesco or Sainsbury’s. In this way, Groko ensures that users use all the perishable ingredients they buy.

Nutrition: Consumers often resort to takeaway or ready meals when they are time constrained.
These foods are often unhealthy. Groko makes healthy, home cooking easy.

The basic concept behind Groko has been proven in the US. Emeals is a simple meal planning service, with no integrated ingredient delivery, that has $7m revenue. There are several other similar companies in the US, like Platejoy, which seem to have been modestly succesful.

Groko plans on making money through a 'freemium' model. The meal planning and grocery shopping functionality will be free, but integrating your basket requires a small monthly subscription. Eventually we could also monetize through advertising and through referral fees to supermarkets.

Groko's development is currently in stage 3 out of 5. We have a functioning prototype for both android and iphone, however Groko is about 3 months away from its 'Groko 1.0' target functionality.

The next three stages are broadening the recipes and meal plans, adding a bridge to, and refining the user interface.

I am currently looking for a cofounder who will be responsible for creating recipes and meal plans. This will cover dinner, lunch, breakfast, and snacks. We will also work together to further refine Groko's user experience.


- optimistic outlook

- passion for food

- passion for making grocery shopping/meal planning easier

- ability to be financially independent while Groko builds its product, and seeks investment

Why you should join:

- You will become a co-owner of Groko

- This is a great opportunity to make a 'dent in the universe': Groko has the potential to make millions of people's lives alot easier

- Groko has the potential to dramatically reduce food waste, which is a major environmental and economic issue

- this is a once in a lifetime chance to make a great product

- if Groko fulfills its potential, and we generate significant revenue or get bought, you will make alot of money

You can view the founder's CV here:

Please email to find out more, understand the long term strategy, or just say hello. Joining Groko would be a big move, and obviously we would talk at length and meet several times before you felt comfortable making that move.

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Published at 08 Sep 2017
Expires on 08 Nov 2017
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