Ex-Goldman trader becomes food entrepreneur

EatFirst App

Ex-Goldman Sachs trader Rahul Parekh decided to leave the investment banking industry to start his own company: EatFirst.

Launching today in the City of London, EatFirst combines high-quality food with lightning-speed delivery. The new business goes far and beyond traditional services and aims to completely transform the food delivery landscape in the UK. Priced at £7 per meal (including delivery), EatFirst provides fresh lunches on-demand, with delivery times within 15mins after an order is placed.

“Working in the vibrant and fast-paced City of London and in a demanding job, I always found it a constant struggle to eat well and fast: the only alternatives are unhealthy, low-quality take-aways or unvaried, repetitive high-street options”, says Rahul Parekh, co-founder and co-CEO of EatFirst.

Eatfirst Promo

With EatFirst, we’re creating a new concept of ‘food delivery’ by making it extremely convenient to eat healthy, great-tasting meals every single day, even without time to leave the office.”

“The food delivery market is rapidly expanding in the UK but alongside this, health and fitness concerns have been on the rise. At EatFirst, we believe that we can tip the balance in favour of a healthier and more varied diet. We like to think of our meals as ‘honest food’; fresh, diverse, tasty and always fairly priced.”

The EatFirst way

With quality ingredients sourced from trusted, local partners, all EatFirst dishes are freshly prepared everyday by professional chefs.

Customers can access EatFirst directly through the app or website and choose from a simple, daily- changing menu of mouth-watering, fresh and healthy meals for delivery straight to a home, office or street location within just 15 minutes.

EatFirst customers:

Britain remains a nation of fast-food addicts, according to a study conducted by OnePoll. A typical Brit spends more than a third of their entire food budget on fast-food with Britain as a whole spending a whopping £30 billion on takeaways every year. One in four of those surveyed cited laziness as the main reason for their takeaway habit and another 13 percent claimed they simply don’t have the time to cook.

EatFirst serves all those that love to eat well but struggle to find the time to prepare their own meals. EatFirst’s customers are professionals who yearn for convenience or for parents who care about the quality of the food served to their children, or even students looking to balance a healthy lifestyle with the challenges of studying. In other words, EatFirst’s customers are a diverse mix of people, all aware of the importance of a healthy, varied diet as well as an appreciation for convenience.

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The EatFirst team

EatFirst’s team is led by Rahul Parekh, Humberto Ayres Pereira and Torben Schulz and supported by Rocket Internet, the world’s largest Internet platform outside of China and the United States which, alongside Zalando, Groupon International and eDarling, has built a plethora of successful Internet companies worldwide.

EatFirst is currently active in the City of London and will expand to additional areas and cities in the near future.



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