[rogerbinns]

Using a picture of a plane for the delivery icon is somewhat confusing. It implies an impersonal corporation far away with a one size fits all mentality to the whole country. What is preferable is (mostly) locally sourced ingredients and a realization that (for example) Californians have different tastes than Alabamans.

You'll want to provide some sort of "difficulty" level with the recipes. Not everyone is good or confident at cooking. Following on to what makmanalp said, that could be another factor in addition to vegetarian, number of diners etc. Being able to pick 3 meals for the week would help greatly.

I'd recommend you publish your recipes even to those without accounts etc so others can try them, even though they'd have to get the ingredients themselves.

You'll find that not everyone has the best cookware and tools. You may find a good source of ancillary revenue and/or "frequent flyer" benefits to be supplying nice tools (eg knives, spatulas, scissors) and pots/pans.

[danest]

These are from really good suggestions. You brought up some points that we didn't consider. In the future, we planned to post recipes along with blog posts and tips.

The difficulty level is also a great idea. I think giving them a choice of meals/difficulties is good, we also want to add the option like "surprise me" for people to discover new things. What do you think about that?

[rogerbinns]

Presumably the "surprise me" would mean a random selection of the offerings rather than something not on the visible list? Americans are very fussy with their food so not knowing what it is until it arrives at your door may be going too far. But from a UX perspective I think that is shirking your responsibility to make the meals interesting.

You can certainly gamify things, and also take inspiration from the humour of Woot. For example bingo cards where you try to have meals covering the whole alphabet, or colours. Or "World Tours" where there are sequences of recipes that trace a path geographically around the world. Or voting certain ingredients off the "island". Or pick a film/TV show and make what the characters eat (or inspired by what they eat, or their locations). The Once Upon A Time In Mexico DVD has a 10 minute short on it showing how to make puerco pebil that I've done several times.

Here for example are the Indiana Jones locations: http://indianajones.wikia.com/wiki/Travel_with_Indy:_Locatio...

Out of that you'd get South America, France, Egypt, UK, India, Spain, Venice, Jordan and the US Southwest. My mouth is already watering :-)