Food: Loathed Start-Up ‘Bodega’ Changes Name to ‘Stockwell’

How to Turn Scrambled Eggs Into a Proper Dinner

  How to Turn Scrambled Eggs Into a Proper Dinner This is not an emergency meal.Everybody's familiar with scrambled eggs as an emergency dinner: a slap-it-on-a-plate, eat-it-standing-up meal when there's literally nothing else to cook (or not energy to cook it). Let's call that Scrambled Eggs For Dinner.

Stockwell Stockwell

Last fall, the citizens of the internet collectively rolled their eyes upon learning that a few Silicon Valley bros had started a fancy vending machine company called Bodega. Obviously, there’s no way that a smartphone-activated file cabinet full of chips could replace a corner store operated by real humans, and some people found the concept to be utterly offensive. The backlash was so swift that the company’s founders, ex-Googlers Ashwath Rajan and Paul McDonald, both announced their business and issued an apology on the very same day.

Although Bodega seemed doomed from the start, somehow the Oakland, California-based business has persevered. And now, almost one year after their disastrous introduction to the world, the founders have finally decided to change the name to something less offensive (though rather forgettable): Stockwell. McDonald explains the name change in a recent blog post:

Soda Can Cocktails: Secretly Delicious Drinks You Can Take Anywhere

  Soda Can Cocktails: Secretly Delicious Drinks You Can Take Anywhere These three cocktails can be taken with you to the park, to the beach, to your backyard, and anywhere else you don't want to be caught carrying a cocktail glass.But let's be real. Even the most honest imbiber is going to sneak a drink into the 4th of July fireworks show, or onto the beach on Labor Day. The only question is how to do so without getting a ticket.

Coming up with a name for what we do — bringing every day essentials to consumers quickly and easily — was a challenge. The inspiration for our former name, Bodega, was, we thought, an homage to the local corner store, the people who ran it, and their place in our collective conscious. We were wrong. We reviewed the feedback thoughtfully and ultimately decided that our new name, Stockwell, was a better expression of our mission and our unique offering to consumers — a store open 24 hours, filled with the things they need, located right where they live, work and play.

It’s nice that the guys “reviewed the feedback thoughtfully,” but it’s a bit strange that it took them ten months to decide to make the change, since it was abundantly clear that everyone hated this name (and concept!) from day one.

Travel to ‘Triple D Nation,’ Guy Fieri’s New Food Show

  Travel to ‘Triple D Nation,’ Guy Fieri’s New Food Show Restaurants change as time goes by – menus are revised, owners come and go, spaces are remodeled. Now Guy Fieri, host of Food Network’s popular Diners, Drive-Ins, and Dives, will get a chance to revisit some of the favorite eateries he’s visited on the show. Fieri’s new show, Triple D Nation, premieres July 13 at 9pm ET/PT on Food Network.“Triple D has had an incredible impact on so many of the businesses featured on the show, and for years restaurant owners have invited Guy back to see all the incredible and delicious changes they’ve made, said Food Network president Allison Page in a statement.

Despite the rebranding, the company still seems like a parody of a tech start-up, right down to the jargon-filled mission statement on its website (it’s combining the “convenience of online ordering with the instant gratification of real world retail”) and the French bull dog that’s included in the staff photos:

a group of people posing for the camera© Stockwell

That’s right — a dog works at the company that’s trying to disrupt the vending machine game.

How to Buy and Store Potatoes Like a Pro.
Let the latke-frying, gratin-layering, roasting, smashing, and mashing begin!

See also