# Forkbird Kitchen (Distillate)

**What:** Delivery-only ghost kitchen brand serving chef-driven plant-based meals across five US metros (SF, NYC, LA, Seattle, Chicago) via own app and marketplaces (DoorDash, UberEats, Grubhub).

**Audience:** Urban professionals 28–45 who eat plant-based 3+ times/week and order delivery 4+ times monthly.

**Differentiation (deliberately stacked):**
- Named chef per metro with equity in metro P&L (operator, not endorser)
- Auditable per-dish sourcing: ≥60% ingredient weight within 200 miles
- 28-min average ticket-to-door via tight 3-mile delivery radii

**Operating model:** Five leased ghost-kitchen spaces, one per metro. Menu rotates every six weeks per chef. Pricing $14–$22 per entrée before delivery.

**Validated:**
- 480 covers across three SF/NY pop-ups (Q4 2025), 78% repeat intent
- Three of five chefs signed; LA/SF/NY leases signed
- Three of five operating partners identified

**Open:**
- Whether per-dish sourcing transparency moves conversion in-app (untested)
- Marketplace economics (DoorDash terms unconfirmed)
- 3-mile radius outside high-density metros (LA/Chicago)

**Scope explicitly excluded for MVP:** B2B/corporate catering, subscription, retail/grocery, lower-priced value tier. All revisit-able in year 2.

**Key risks:** chef churn, sourcing cost volatility, marketplace dependency.

**Y1 success criteria:** 4/5 metros unit-profitable by month 9; 30% orders through own app by month 12; 100% chef retention.
