Published 23 March 2013
None of us has enough time and nobody likes waste. But what do you do when a recipe asks you to add four shavings of a unicorn horn, and Waitrose only sells whole horns? You buy it, then it sits at the back of a cupboard because you never see it mentioned in subsequent recipes. Juniper berries, mace, fenugreek … I’ve got them all.
Dinnr has capitalised on our lack of time and our desire to have less waste by bringing us meal-sized ingredients to our doorstep. The concept is:
- Go to www.dinnr.co.uk
- Choose what meal you want to eat
- Accept delivery of ingredients
- Cook your meal (following Dinnr’s recipe)
It’s a simple concept which, when coupled with lovely little touches (such as a branded candle, matches and chocolates, as well as a Spotify playlist specifically created to accompany your dish), green credentials (all the packaging is recyclable – even down to the insulation that is made from wool!), good portion sizes and top-quality ingredients, makes for an excellent experience. And for those of you who aren’t great cooks, fear not; they send you comprehensive instructions for each dish.
It may not appear to be the cheapest way of eating, but it might well be very cost-effective. Dinnr cleverly tells you what the cost of ingredients would be if you bought the smallest measure of everything that goes into each dish. If you are like the majority of UK households that throws away an enormous amount of food, it’s quite probable that the cost is comparable … and you’re getting it delivered with all those added benefits. Dinnr also told me that they are looking at ways of bringing the cost down to regular customers through something like a subscription.
I missed the wine recommendations that are on the site – and I’m also not sure that I agree a Sainsbury’s Rioja is the perfect match for the Argentine steak that I had. But surely Dinnr is missing a trick here: do they really want to be directing people to a supermarket? Isn’t one of Dinnr’s selling points that they give you everything you need for your meal? If I’m going to Sainsbury’s for the wine, I might as well pick up some steak, broccoli and potatoes. When I spoke to Michal Bohanes, CEO at Dinnr, it was clear that there’s a lot going on at the start-up at the moment. However, Michal confirmed that the long-term plan is to obtain a licence which will allow them to offer wine to be delivered by the bottle to accompany each dish. Rumour is they’re pairing up with a major wine seller in the interim. Nice work.
Fancy a discount to try it?
I received an introductory voucher to try Dinnr via PeerPerks. I am happy to say that the Dinnr team has offered bigpinots’ readers £5 off their first order. Just enter the code “bigpinots” at the checkout.