Bodega, once dubbed ‘America’s most hated startup,’ has quietly raised millions

What’s in a name?

More than two years ago, Fast Company published a story with the headline “Two Ex-Googlers Want To Make Bodegas And Mom-And-Pop Corner Stores Obsolete.” The focus of the story was a nascent startup by the name of Bodega .

The company had raised $2.5 million in funding from First Round Capital’s Josh Kopelman, Forerunner Ventures’ Kirsten Green and Homebrew’s Hunter Walk. To announce their funding and vision to create the unmanned store of the future, Bodega briefed a number of journalists on its big idea. Given the simplicity of its product — a tech-enabled vending machine, in essence — the team was blindsided by the uproarious response that followed. September 13, 2017 was supposed to be the most exciting day in the startup’s history, at least until that point; instead, it was a nightmarish lesson in poor branding and messaging.

Why do tech wizards keep thinking of new and more horrible ways to avoid dealing with people? -CityLab, September 13, 2017

The press storm and public lambasting catapulted Bodega into the limelight — for all the wrong reasons. Overnight, the company went from just another early-stage commerce business to

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