[notyourday]

They can't. They have a native local competitor that stocks everything they do and is located within a few blocks ( or a few exits on a road ). The competitor is called "a grocery store". There's typically more than one of them in the area.

The total possible market that meal kit companies can extract value from is very small - it is not only people who have more money than they have time and people who do not know how to leverage money to get others to do the entire process for them.