The (im)perfect domain to fight food waste. - With groceries and humor, it's all in the delivery.
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Would you buy and have grocery items delivered to you if it saved you up to 30% more than national supermarket chains?

We’re a family of five, with three kids at or under the age of 7 — 7, 5, and 3, to be exact. Two years ago, my family found itself in the throws of navigating life with a 5, 3, and 1-year-old.

During this “wilderness” experience of roughly 3-4 years without venturing out to restaurants due to the possibility of a cataclysmic meltdown or any delay, my wife certainly got intimately familiar with food and grocery delivery services.

Fast forward a few years, and food and grocery delivery services are every mother’s dream come true, especially for a mother of young children.

Like any other fast-growing metropolis, Austin is home to a number of varying food and grocery delivery service providers.

I recently discovered one of these service providers — conveniently parked next to my car — as I jumped into my car to travel home from receiving a haircut at a local barbershop.

Not only was I impressed with spotting its domain,, but I was also over the moon to discover its mission.

Based in San Francisco, Imperfect Foods delivers groceries to your front doorsteps, but they aim to eliminate food waste and build a better food system for everyone, which is impressive!

Simply put, roughly 96 million pounds of Imperfect food — perfectly good fruits and veggies commonly rejected by grocery stores that are oversized, bruised, and scarred or character blemishes — have saved and served 200K+ customers since its conception in 2015. - Fight Food Waste

In addition, I was thoroughly pleased to discover they own and use multiple domains for advertising,, and redirect to — their primary web presence. Unfortunately, redirects to a broker subdomain for

Imperfect Foods Delivery Van

I’m also digging the domain decal — a driver reporting service that offers reliable, unbiased feedback from the driving public, but that’s a story for another day. Good domain either way, though.

Nevertheless, is the perfect domain without a rival and one that lends itself to becoming the quintessential brand that’s simple and memorable.

What do you think of Imperfect as a brand?


Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.