.SpoonRocket Delivery Service Takes Flight

You might call Anson Tsui and Steven Hsiao the kings of late-night food delivery for UC Berkeley and its immediate surroundings. Since the pair graduated from Cal in 2009, they’ve built up an impressive mini-empire, marketed under the Late Night Option brand name (tagline: “Your Late Night Delivery Food Court”). To their initial pho delivery service, Pho Me Now, Tsui and Hsiao have added businesses that specialize in burritos, rice bowls, and other convenience foods that appeal to hungry college students. All of the food is prepared, boxed up, and delivered — until 4 a.m. every night — out of a commercial kitchen in Berkeley.

Now, the ambitious young entrepreneurs are hoping to tap into a slightly older market demographic: young professionals who don’t have time to cook, but who might have more refined tastes. Their new company, SpoonRocket, offers gourmet meals — cooked by a chef with a fine-dining background — delivered to customers in Berkeley and Emeryville in ten minutes or less, via the website SpoonRocket.com or a corresponding smartphone app. The meals are currently $6 each, and Tsui said he intends to keep prices reasonable — no more than $10 for a complete meal.


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