SAN FRANCISCO -- As competition steps up between high-tech food delivery services, Munchery, a San Francisco-based service for ordering prepared meals from professional chefs and delivering them to your doorstep, has reinvented itself.

On Tuesday, Munchery rolled out a 2.0 version, with a redesigned website and new apps for the iPhone and iPad. As part of the reboot, Munchery also added a kid's menu, beer and wine lists and Philz Coffee. Meals are prepared by professional chefs including Bridget Batson, a new hire for Munchery and former executive chef at San Francisco restaurants including Gitane and Claudine. In the spirit of sustainability, Munchery also switched to compostable and biodegradable containers, donates meals to the food bank and is planting trees.

Munchery was founded in 2010, but the space has since become crowded. Advances in tablets and smartphones are making it easier for people to have prepared food delivered to them, and tech startups are flooding the food service industry.

Last week Berkeley-based SpoonRocket, which sells two gourmet meal options each day for $6 a piece, announced it has expanded delivery to Oakland. Massachusetts-based PlateJoy, which creates personalized recipes and delivers the ingredients, launched in San Francisco in February, and Palo Alto-based DoorDash recently raised $2.4 million to expand its restaurant delivery service.


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Munchery delivers in San Francisco, the Peninsula south to Cupertino, and most of Marin County and the East Bay. San Francisco customers can order until 6 p.m. and South Bay and Peninsula customers can order until 3 p.m. for same-day delivery, which goes to 7 p.m. But the company said it is working to expand its dinner service and add delivery outside of the Bay Area by early 2014.

Contact Heather Somerville at 510-208-6413. Follow her at Twitter.com/heathersomervil.