We Hurdling

We Hurdling, operating under the brand name WeEat Delight, is a food-tech company centered on a subscription-based meal delivery service. The business was founded by Sang-ki Bae, who transitioned from a career in banking to entrepreneurship. His journey began after a previous startup failure, which prompted him to deeply study the fundamentals of building a business, leading to the creation of We Hurdling.

The company's core offering, WeEat Delight, addresses the common dilemma for office workers and those working from home: finding a convenient, affordable, and healthy lunch. It operates on a subscription model where customers can sign up for a period of one day, one week, or a month. The service provides a daily curated menu that includes options like salads, rice bowls, sandwiches, and noodles, which are delivered directly to the customer's home or office without a separate delivery fee. This model is designed to eliminate the daily decision-making process of what to eat for lunch while providing a cost-effective alternative to eating out. By partnering with approximately 30 HACCP-certified food manufacturers, WeEat Delight ensures food safety and quality. These partnerships also create sales channels for social-economic food brands and small to medium-sized food producers.

Revenue is generated directly from customer subscriptions. The company has demonstrated significant growth, reporting a revenue of 5 billion won in 2021, which grew by 230% to 10.4 billion won the following year. This performance has attracted substantial investment, including a Series A2 funding round of 9 billion won, bringing its total Series A funding to 12 billion won. Investors include notable firms like Sema Translink Investment, which has participated in multiple funding rounds. The influx of capital has been directed towards expanding its logistics infrastructure, including building a larger distribution center in Yongin to handle increased order volume and improve its proprietary delivery system. However, the service abruptly stopped on June 4th, with customers suddenly not receiving their orders.

Keywords: food subscription, meal delivery, food-tech, lunch subscription, WeEat Delight, Sang-ki Bae, direct-to-consumer, meal kits, prepared meals, office lunch, food delivery service, Korean startup, subscription economy, curated meals, convenient meals, food logistics, last-mile delivery, food manufacturing partnership, HACCP certified, social enterprise