What Happened To Salted After Shark Tank?

Season 11 of "Shark Tank" saw many companies make a splash in the food world. According to Shark Tank Products, companies like Bohana Snacks, KidsLuv Vitamin Water, and others found an audience after appearing on the show. Among the companies is food entrepreneur Jeff Appelbaum's food delivery service, Salted. Over the years, food delivery has become far more than the initial concept of pizza or Chinese food. Today, with the push of a button, consumers can indulge in a plethora of options. From global cuisine to chicken wings, every craving can be satisfied.

Beyond the local restaurant putting food on the home table, some businesses have turned to ghost kitchens. While there is one name on the storefront of these facilities, several other brands can be making their food in the back of the house. The idea is to maximize space, increase profitability, and satisfy demand for a variety of food options. Salted hoped to capitalize on the pick up and delivery space by focusing on consistent, quality food offerings (per Shark Tank Products).

How is Salted different from other food delivery companies?

Looking at a delivery app on your smartphone, the screen may be filled with several of your favorite foods. Uber Eats, DoorDash, Postmates, and others come with offers to entice one click over the other. According to Salted, the brand says that it looks to focus on the "highest quality and most consistent food experience to all of our customers." From recipe development to packaging, founder Jeff Appelbaum wants the company to be a one stop shop (per Shark Tank Blog).

Under the Salted brand are six different concepts: moonbowls, Califlower Pizza, lulubowls, $5 Salad Company, Thrive Kitchen, and ginger bowls. While each brand has a particular flavor slant, every offering is said to be made with, "clean, high quality, 100% gluten free ingredients" (per Salted). Unlike other offerings, Salted's goal is to create a digital restaurant. Each brand looks to have its own digital imprint, concept, and menu. Whether or not customers appreciate that all the concepts are interrelated may not be important. But, how these food offerings compete against established companies will either bring success or failure.

Did Salted get a deal on Shark Tank?

According to The Cinemaholic, Salted appeared on Season 11, Episode 23 of "Shark Tank." Pitched by founder Jeff Applebaum, who was vice president of growth and innovation at BeachMint, the well-versed entrepreneur hoped to impress the sharks with his concept of bringing the restaurant to the home table. Given that this season aired prior to the rise of food delivery due to the pandemic, the sharks might have different feedback today.

As noted by Shark Tank Blog, Applebaum asked for $500,000 for a 5% equity stake. While that valuation seemed high, the sharks had bigger concerns about the food delivery service. After the food failed to impress, the sharks lost their appetite when told that previous versions of the business failed. In addition, the first round of investors did not make their money back. Those two items had Barbara Cochran bowing out first. Other sharks followed, including Mark Cuban when Applebaum could not provide sufficient answers. Although Lori Greiner remained, Applebaum's lack of enthusiasm for her partnership had her kicking Salted out of the tank (per Shark Tank Recap).

What is Salted serving now?

Even though Salted did not get a "Shark Tank" deal, the six brands under its umbrella are still serving their niche foods. As noted by Heavy, the "restaurant of the future" does not necessarily need to have four walls. Whether or not that idea was innovative in 2020, it is more common today. Per Salted, it offers its services in several big cities, including Los Angeles, San Francisco, Chicago, and Philadelphia. In addition, the company hopes to have another 80 locations up and running in 2023.

Looking at each of the brands' social media pages, there seems to be customer engagement as well as enticing food pictures. For example, the reviews of moonbowls are mostly positive (via moonbowls). From the Impossible potstickers to avocado bulgogi bowl, people are enjoying the healthy Asian cuisine. As long as Salted and its brands can create a loyal customer following, they may be able to continue finding their niche in the food delivery space. The company might not have been able to entice the sharks, but other customers are enjoying their forkful.