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.