Soft Launch, Launch, Re-launch - enough already...(sorry not yet).

Monday, March 1st, 2010

Paawan Kothari's blog

We first started cooking as Green Coriander on Dec 4th 2009 and used December as a soft launch - selling our meals for a promotional price of $5. On Jan 2nd we formerly launched Green Coriander with various meal options and actual prices. On Feb 15th 2010 we relaunched with a new website, delivery service and expanded our menu to include organic chicken as an option.

The two opposite ends of approaching things in life are - 1) plan, think it through, understand all possible outcomes and prepare for every situation; 2) jump right in and adapt as things come your way. While knowing well that the ideal approach is somewhere in the middle, launching Green Coriander was certainly closer to #2.

So, I want to take this opportunity to thank all my customers that supported this venture, gave me candid feedback and helped us improve and become mature. We now define Green Coriander as a home delivery service for healthy and organic Indian food. We are not done with our changes yet.

Starting March 1st, there will be one more change. We will no longer have the SOMA pick-up location. As we deliver to Financial District, SOMA and South Beach for only $3, we feel customers would highly value the convenience of having our meals delivered to them. We will continue to have the Mission pick-up point, mainly b'coz I like meeting with my customers. But we are still not done yet. Starting April, we will start a lunch delivery service.

From time to time I will write a blog about what's cooking (both in our kitchen and otherwise), what we are thinking, and leave you with a nugget that helps you develop a healthy relationship with food.

For now, if you havent watched it yet, I would recommend you watch Jamie Oliver's TED Prize wish -

Jamie Oliver’s Wish:
“I wish for your help to create a strong, sustainable movement to educate every child about food, inspire families to cook again and empower people everywhere to fight obesity.”