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.

Blue apron recipes