FullTimeFood
I'm helping my brother (Ben) start a food company, Full Time Food.
The main goal is to help my brother, but I also like the idea of starting a non-tech company (atoms, not bits). And if I'm being really honest, I've always been frustrated that healthy food is coupled to a set of premuim retail experiences that I don't want, so it's fun to try and make healthy food with absolutely minimal costs outside of the food itself.
We're starting as a meal-prep business in Austin; it'll be fun! Our first goal is to get to $2k / week in sales so that Ben can do this full-time, and I don't have many plans for it after that (but he does!).
August 2026 — Halfway There
Ben is doing just under $1k / week, and it's growing at a steady clip. Doing these deliveries is also a great way to meet people, and my kids ride with me so it's a fun way to have them participate in business-building with the family (and to get a sense of the community). Anyways, this has been surprisingly rich / fulfilling!
I've also started making more content to get a feel for social media marketing in 2026; I'm not great at it yet, but I'm learning a lot while helping my family. It's awesome (and the food tastest great).
Added:
- Breakfast (egg bites)
- Dinner (family-sized portion meals)
Removed:
- Subscriptions (1-time purchases with easy re-purchase makes customers happier)
July 2026 — Let's Start
Ben cooks amazing food. He works at a restaraunt in Austin (Local Food), but obviously wants more leverage over his life so he can spend more time running ultra-marathons.
My initial goal is simple: get him to $2k / week in revenue. At that point, he can quit his day-job and focus on this business full time.
We're starting with meal-prep, with the following characteristics:
- Customers order online before Friday night (and pay with Apple-pay)
- Customers take delivery Sunday night (we tried pickup but delivery is actually easier so far)
- We cook out of a shared commercial kitchen (Ghostline in Austin)
I'm helping him with the easy stuff (tech, delivery, and peeling potatos). I think the hardest part of this business will be marketing, not cooking.