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Would You Pay $55 for Frozen Food? A Gramercy Tavern Vet-Backed Startup Hopes So

As interest in food delivery and easy home cooking has risen over the past decade, a corporate Chipotle alum and a vet of Gramercy Tavern and Eleven Madison Park have teamed up in attempt to disrupt — wait for it — frozen food, with meals costing up to $25 for two to three people.

Joshua Brau, who used to be brand director at Blue Apron and a manager at Chipotle’s corporate offices, and Micah Fredman, who worked at upscale restaurants before becoming a private chef, are the co-founders of Ipsa Provisions, a fine-dining take on the blocks of food lined up in the frozen aisle. It launches on February 11, with initial delivery service covering Manhattan and Brooklyn.

While most frozen meals like Lean Cuisine clock in the under-$5 mark, Ipsa meals — which feed two to three people — generally range in price from $21 to $25 apiece. The company offers dishes like beef and kimchi stew with Korean rice cakes, coconut curry with vegetables, and charred pineapple pibil with chicken, all made in a licensed commercial kitchen in Long Island City. Customers can place orders for weekly delivery as desired on Ipsa’s website, though it’s not on a subscription model, and meal prep typically involves not much more than defrosting the food using a stove. The minimum price for delivery is $55 per order, and Ipsa is delivery-only for now.

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