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ZeroCater Takes the Pain Out of Ordering Your Company Lunch

A few years ago, Arram Sabeti was working for the startup Justin.tv, where one of his daily duties was ordering lunch. The company was hiring at the time, and went from nine people to thirty.

Looking back on that experience now, he recalls that dealing with everyone’s food preferences (from the carnivores to vegetarians to vegans) became “the biggest pain, the most draining thing I’d ever had to do.”

It may come as a surprise, therefore, to find out that today Sabeti is doing pretty much the same work, albeit on a far larger scale.

He’s running his own startup, ZeroCater, which arranges for some 14,000 meals a month to be delivered from 80 leading local restaurants to companies all over the Bay Area.

But the difference between how he did had to do this work back then and how his company does it now says a lot about how technology can turn formerly painful tasks into profitable new businesses.

And, it also helps explain why consumer-oriented startups are disrupting virtually every aspect of our lives here in the Bay Area and beyond.

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