Why Goldbelly CEO Joe Ariel Starts Off His Week with a “Bodega Egg and Cheese” – The Wall Street Journal
As CEO and co-founder of the restaurant delivery service Goldbelly, Joe Ariel spends lots of time sampling food from all over the U.S. Dishes like bagels from Ess-a-Bagel to deep-dish pizza from Chicago’s Lou Malnati’s regularly land on his desk. His Instagram bio describes him as the “chief eating officer.” On a Monday afternoon, however, Ariel, 45, can likely be found consuming something lighter. “Green juice for lunch every day is one of my secrets,” he says. “And by green juice, I don’t mean like a delicious, apple-y and kiwi green juice. I mean a painful, hard-to-drink green juice. A green juice that’s medicine.”
After working as the CEO of Eats.com and Delivery.com, Ariel launched Goldbelly in 2013, a site where people can order deliveries from iconic regional U.S. restaurants. EHI, the investment fund of Danny Meyer, the restaurateur behind Shake Shack and Gramercy Tavern, led the company’s series B investment round in 2018. The service took off in early 2020, as restaurants sought new methods to sell food and customers craved meals from places they could no longer travel to. The number of restaurants on the platform has more than doubled since the beginning of the pandemic, to total over one thousand shops. The site now offers live cooking classes via Zoom as well.