If you read the homepage, you'll see their tag line is "Fresh bread, snacks and coffee beans. Delivered in 18 minutes." Now, let's remove the baked goods accoutrement for a second and focus on the "delivered in 18 minutes or less". Isn't this the very real problem Amazon is trying to solve for themselves? Isn't there tremendous value to dynamic delivery logistics?
To be clear, I don't know these people, nor do I know if delivery logistics is their endgame. If they're bakers, then all the previous critique is warranted.
But if I lived in SF, I would sign up to see what they're up to.