Plated to ship ready-to-cook meals from Miami Lakes
Written by Marilyn Bowden on October 15, 2014
Plated, a company selling ready-to-cook gourmet meals, says it will open a fulfillment center in Miami Lakes early next year.
DineInFresh, doing business as Plated, recently signed a five-year, 19,796-square-foot industrial lease at 13964 NW 60th Ave.
Plated retails chef-designed recipes and ingredients by subscription in about 90% of the continental US, said spokesperson Sonya Safro, though users have the option to pause the subscription at any time.
After customers choose from an online menu offering meat, fish and vegetarian dishes, Plated delivers all the ingredients for the meal in the proportions the recipe requires, plus illustrated directions, in biodegradable, insulated packaging.
There’s a minimum order requirement of four plates per month; each menu item serves a minimum of two plates.
“Our mission,” Ms. Safro said, “is to get people eating better, cooking better and living better. Without the hassle of meal-planning and shopping, they can prepare healthy, delicious dinners much more quickly.”
Plated, she said, is also interested in sustainability; providing consumers with the exact proportions of ingredients needed reduces waste to under 1%.
“Waste in traditional grocery stores is usually quoted at 30%-50%,” Ms. Safro said.
Launched in New York in 2012 by Nick Taranto and Josh Hix, Harvard Business School grads tired of subsisting on take-out after working long hours on Wall Street, Plated now ships hundreds of thousands of meals each month, Ms. Safro said.
The Miami Lakes facility will be the company’s fourth, after South Bronx, Oakland and Chicago.
Rob Code, Plated’s vice president of operations, said the new fulfillment center will serve Alabama, Florida, Georgia, Mississippi and South Carolina.
“We built a fairly substantial base in the area out of our South Bronx facility,” he said. “It proved to be a good market for us. Obviously, since we deliver food, it’s important to be as close to the customer as possible.”
Plated was represented in the lease transaction by the team of Lucia Custer and Gabriel Garcia-Menocal, executive directors of the Industrial Brokerage Services at NAI Miami, which specializes in tenant representation.
“They needed a lot of parking, easy access to main thoroughfares and the ability to put in cooling systems,” Ms. Custer said. “As tenant reps, we also stressed the importance of having a landlord with a lot of product in the area to give them more flexibility. They are in a growing mode.”
Originally, she said, Plated was looking for 5,000-7,000 square feet; that requirement grew to more than 19,000 by the time the deal was inked.
The Miami Lakes facility is owned by The Graham Cos., Miami Lakes’ largest landlord.
Mr. Code said he hopes the new fulfillment center will add some 50 local jobs by the end of next year.
“It will depend upon demand,” he said. “All of our labor is local. One of our core values is to invest in the communities we are in. We look for good team players who can follow direction and have good attention to detail.”
The Miami Lakes center, he said, could eventually mean more menu options for the service area.
“We use local fish, meat and produce where possible,” Mr. Code said. “As part of our expansion strategy, we hope to have the capability of customizing our menus to local areas.”