Seems like the difference is in the quality. Correct me if I'm wrong, but they are a bit pricier than the above, and seems to serve fancier food? I'm wondering if there is a market for slightly better quality/higher priced delivery food...
The high price might be tricking you into thinking the product is better than others.
I think throwing around "David Chang" is going to make a huge difference. He is currently one of the most popular American chefs.
It's almost like Apple having Ives. Of course, we are ignoring all of Apple's other advantages too.
This seems like a complete copy of Sprig to be honest. The food is only part of the battle though- will they be able to tackle the actual backend logistics? We'll have to wait and see...