BetterBasket:
About Us
From pricing at Uber to all grocers
From Uber Grocery...
While working on various global initiatives, one stood out—our efforts in dark stores across Japan and Taiwan. With rapid funding flowing into companies like GoPuff, JOKR, Gorillas, and Getir, Uber needed to determine whether the 15–30 minute grocery delivery model was viable.
From launching stores to scaling operations across 20 locations and generating $100M in revenue, we gained hands-on experience in every aspect of grocery operations. Among all the challenges, pricing emerged as the most critical—especially in North Asia, where we operated in a highly elastic, price-sensitive market.
This experience led us to develop the proprietary technology that powers BetterBasket today—from price scraping and product matching to elasticity analysis. As the world returned to normal and we wrapped up our work on the project, we had no idea that this journey would take us far beyond our initial plans.
... to first customers and Y Combinator...
At the same time, supply chain disruptions in the U.S. led to unprecedented cost volatility. Labor expenses surged, and consumers became increasingly frustrated with rising grocery prices—accusing retailers of "greedflation." Prices hadn't been this high as a percentage of income in decades.
Grocers were left asking:
Is the Walmart down the street passing on cost increases?
Where should we hold the line on pricing?
What is our actual price elasticity?
Against this backdrop, we signed our first customer, Supermercado Econo, at Groceryshop 2023. Just days later, we were accepted into Y Combinator, the world’s leading startup accelerator. And with that, BetterBasket was off to the races.
... and now to all grocers!
The deeper we dive into this industry, the more we see its impact. Grocery has a unique ability to shape lives—not just for shoppers, but also for store associates, analysts, and owners.
Our vision is to build an intelligent, end-to-end pricing solution that empowers grocers and transforms the shopping experience.
Join us in revolutionizing grocery operations!