Dinnr
The business, the turning points, and the decisions behind them.
01 / WHAT IT BUILT
What the company did
Dinnr was a London-based same-day ingredient delivery service founded in 2012 by Adil Mohammed and Michal Bohanes. Customers selected a recipe on the website and received all ingredients - pre-measured, with printed instructions - to cook the dish at home the same day; all they needed at home was oil, salt, pepper and a reasonably equipped kitchen. The company raised around $60,000 and operated from 2012 to early 2014.
02 / Dinnr FAILURE REASONS
Failure reasons
Dinnr had no real market need: founder Michal Bohanes admitted he had run out of ideas on how to make people buy the product. The customers it acquired were infrequent, and the money from a small second round of funding (secured via crowdfunding platform Seedrs) would only have kept the lights on for a few more months while acquiring more infrequent customers - never enough for a 10x return, and not enough to pivot to another business model. With no viable hypothesis for what could work in London, the founder pulled the plug as the only reasonable and ethical thing to do.
03 / EVENT HISTORY
Events in the structured record
- Founded
Adil Mohammed and Michal Bohanes founded Dinnr in London in July 2012: same-day, pre-measured recipe ingredient delivery with printed instructions.
- Shutdown
On January 12, 2014, Bohanes decided not to accept a small second round of investment secured via Seedrs, agreeing with the platform to cancel it, and shut Dinnr down after months of fruitless efforts.
- Dissolved
DINNR LTD was formally dissolved on October 21, 2014.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN
How the factors connect
- 01
In July 2012, Adil Mohammed and Michal Bohanes founded Dinnr in London: an ad-hoc same-day ingredient delivery service - pick a recipe online, get pre-measured ingredients with printed instructions delivered the same day.
- 02
The company raised around $60,000 but could not make people buy regularly; acquired customers were infrequent and the founder ran out of ideas to turn things around.
- 03
On January 12, 2014, the founder declined a small second round of investment secured via crowdfunding platform Seedrs - agreeing with Seedrs to cancel it - judging it would only keep the lights on for a few more months and never be enough to pivot.
- 04
Dinnr was shut down immediately and the company formally dissolved on October 21, 2014. No reliable loss figure was disclosed, so no loss amount is recorded.