An article in Forbes (July 1, 2016) titled “How Food Delivery startup Maple Moves Fast by starting from Scratch” describes production choices made by Maple, a company focused on food delivery. The article claims that focusing on delivery and using artificial intelligence tools has enabled the company to ship 1200 meals per hour from one kitchen. By grouping meals based on promised delivery time, efficiency across the supply chain is optimized.  A focus on sales velocity of the dishes produced and consumer ratings of the dish influences service tracking and improvement. How should food production be designed to enable delivery responsiveness ? Will Maple’s start from scratch kitchen and menu design that is adaptive to consumer ratings enable long term survival or should the focus be on a chef’s meal design that attracts customers and gets them to adapt to longer waits ?