The company also plans to add new convenience product options for a broader consumer base in the future. The company does not expect changes to its existing revenue streams as a result of this relationship.īy shifting to this asset-light model, Blue Apron plans to focus on further growing its strong brand and delivering the high-quality products its customers have come to expect. But it seemingly can't compete with big retailers who most likely have sweet deals with suppliers that allow them to sell the goods for less.īlue Apron's gourmet meals are a nice indulgence from time to time.īut it's nearly impossible to imagine the company getting enough loyal customers to sustain growth.Blue Apron plans to continue to drive its core direct-to-consumer business, including the creation and marketing of its product, customer data, customer support and consumer technology. The company has responded by simplifying some recipes. Amazon and Kroger also chop vegetables and include premade sauces, cutting prep time down substantially. Competition is piling up, with everyone from Kroger to Amazon getting into the meal-kit business and the big competitors have some notable advantages - their kits are sold á la carte instead of the commitment of a three-meal-a-week subscription.

The company is facing more problems than quality and time complaints from customers. The professor's analysis estimated that almost two-thirds of customers were like me - and gone after just three months. It often indicates a user profile.Īmazon's meal kits are competition for Blue Apron.īack in June, when Blue Apron's shares had just started trading on the New York Stock Exchange, my colleague Alex Morrell wrote about a marketing professor at Emory University who estimated that the company was losing money on roughly 70% of its new customers because they stopped their subscriptions before the company could recoup its costs to acquire them. Account icon An icon in the shape of a person's head and shoulders.

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