"Don't go fishing" - When Shark Tank guest investor Bethenny Frankel gave ultimatum to Yumble

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Shark Tank season 10 guest investor Bethenny Frankel (Image via Getty)

David and Joanna Parker pitched Yumble on Shark Tank season 10, seeking $500,000 for 4% equity in their kids' meal delivery service. After Mark Cuban expressed concerns about competition from Amazon and Kevin O'Leary questioned the return on investment, both stepped away from negotiations. Rohan Oza partnered with Lori Greiner to offer $500,000 for 12% equity.

Bethenny Frankel initially proposed $500,000 for 15% equity, then dramatically reduced her ask to 6% after Rohan and Lori’s offer for 12% equity.

"I dropped my offer so much. I said I was going to be a spokesperson which is worth more than a million dollars a year. Take it or leave it, don't go fishing," stated Bethany when entrepreneurs tried to discuss with other Sharks.

Entrepreneurs accepted the offer and finalized the deal.


Bethenny Frankel dropped equity demand from 15% to 6% in Shark Tank negotiation

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Yumble’s founders arrived in Shark Tank with concrete data supporting their business model. Their metrics showed significant operational improvements, particularly in reducing new customer costs from $100 to $40. The subscription service maintained competitive pricing at $7 per meal, shipping included.

Parents could select from 22 rotating menu items each week, with the flexibility to modify or pause subscriptions. The Shark Tank presentation caught the immediate attention of the Sharks. Mark Cuban questioned the competitive landscape while Kevin O'Leary focused on profit margins. The numbers revealed a 70% customer retention rate, suggesting strong product satisfaction.

The Parkers explained their food preparation process, emphasizing partnerships with local suppliers and seasonal ingredients. Rohan Oza formed an alliance with Lori Greiner, presenting a joint offer of $500,000 for 12% equity. Bethenny Frankel's initial response sought 15% ownership for the same investment amount. The discussion shifted dramatically when Frankel announced her modified proposal.

She reduced her equity requirement to 6%, highlighting her background in food brands and media presence. Her ultimatum carried specific conditions: immediate acceptance was required and no further negotiations were permitted. The time-pressure tactic created tension in the Shark Tank as the Parkers evaluated their options.

The founders accepted Frankel's 6% equity offer during filming.


Business performance after Shark Tank

As per Shark Tank Blog, Yumble's growth accelerated significantly following the show. By September 2018, they secured $8.5 million from investors, including Sonoma Brands. This funding round supported their market expansion plans. The momentum continued as they attracted an additional $12.5 million investment, enabling further operational scaling and menu development.

By August 2022, the company achieved $8 million in annual revenue. The menu selection increased to include specialized dietary options, such as gluten-free and dairy-free meals. The company expanded delivery zones across multiple states, using temperature-controlled packaging to maintain food quality.

Each delivery box maintained the original concept of combining meals with activities and collectibles for children. The subscription model offered three package sizes, priced at $47.84 for six meals, $89.88 for 12 meals, and $167.76 for 24 meals.


Final business transition

December 2022 marked a significant change in Yumble's business structure. Dibz Kidz acquired the company for an undisclosed amount. The acquisition brought major operational changes to the company. The new ownership shifted away from the original meal delivery concept, instead focusing on pre-packaged snack items through subscription boxes.

The transition period saw modifications to the product lineup and delivery system. Dibz Kidz maintained the Yumble brand name while altering the core business model. The final chapter of Shark Tank company's story concluded in February 2024 as the company announced via Instagram post.

Dibz Kidz ceased all business operations, marking the end of both companies' presence in the children's food delivery market. The closure affected all subscription services and product lines under both brand names.


New episodes of Shark Tank season 16 are airing on ABC network.

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Edited by Meenakshi Ajith
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