A takeaway from (undisclosed company's) pitch deck I read earlier. I liked the idea, but I believe this is one of those times where tradition makes sense.

I like the idea of creating a curated supermarket, but I believe it's a matter of convenience rather than a replacement.

The truth is more people would rather shop in brick and mortar supermarkets than online. Of course, tech media outlets are going to say otherwise. That's their job. This isn't like shopping for clothing or whatever else, we're talking shopping for produce here.

Startups still have a lot of ground to cover if they want to penetrate this market like they have done others. Even Peapod is having a hard time convincing customers to shop online. People will be more pissed about getting bad or damaged food than a shirt in the wrong size.