Good, Cheap, Fast: Why You Can’t Have All Three When It Comes to Food

You’ve probably heard the saying:

“Good, cheap, fast — pick two.”

I first heard this concept when I worked in advertising. Clients would want things done fast and cheap so they wouldn't be as good. Or if they waited a little long and paid a bit more then end result would be better. This concept also applies perfectly to the way we shop for and choose food.

In the supermarket, this triangle shows up more than you think. Let’s break it down:

💰 Cheap + Fast = Not Good

Think ultra-processed ready meals, two-minute noodles, sugary snacks and frozen pies. Sure, they’re convenient and easy on the wallet, but they’re often packed with additives, preservatives, seed oils, and barely any real nutrition. You get a quick fix, but over time? Your energy dips, gut health suffers, and chronic conditions creep in.

🍽️ Good + Fast = Not Cheap

Healthy convenience foods do exist – think pre-chopped veggies, high-quality meal kits, fresh smoothies, or organic ready-made meals. But the trade-off? Price. These options save time but can cost significantly more, especially if you’re feeding a family.

🥦 Good + Cheap = Not Fast

This is where most of us need to land more often.Whole foods like seasonal veg, legumes, grains, eggs, and minimally processed ingredients can be incredibly nourishing and affordable — but they take planning and prep. Cooking from scratch, soaking beans, or prepping breakfasts ahead of time takes effort, but the long-term payoff is massive: energy, immunity, mood, digestion… and a lower grocery bill.

So What’s the Answer?

There’s no perfect formula — but being aware of this triangle can help you make conscious choices that reflect your values and long-term health goals.

• Batch cook when you have time.

• Buy bulk or seasonal produce to keep costs down.

• Prep your meals like future-you will thank you.

• And remember, food is not just fuel — it’s a form of self-respect and care.

So next time you’re in the supermarket, pause and ask:

Which two am I choosing right now — and what’s the trade-off?

And if you need help building a food strategy that’s sustainable, satisfying, and stress-free, I’d love to help. Book a free clarity call here.