Anecdotally, the problem seemed to be sustained interest: Blue Apron could help someone learn how to cook, but then that person would want to go experiment with cookbooks. My friend Andy would use it, but then he stopped once he figured realized he could cook. They did have some success, too, reportedly selling 3 million meals a month at one point.
The founders wanted to “disrupt” grocery shopping for overworked millennials, at one point claiming they’d be able to reach “99 percent of potential home cooks,” as the Observer notes. Oh, right, I used that once in 2016! They’ve been sending me emails for years asking for me back, like that guy Tyler I went on one date with.Įxactly, Blue Ribbon is such a Tyler. The company delivers customers weekly boxes - with plenty of packaging - of ingredients that come with recipes. Can you remind me what Blue Apron is?īlue Apron pioneered the meal-kit delivery service, which back when it launched in 2012 was heralded as something revolutionary disruptive but was, really, an innovation for no one.
How did we get here? What happened? Grub is here to help you understand.” The IPO was an embarrassment, and now new reports pain a bleak picture, with experts pointing to the company’s imminent demise. Things haven’t looked so good for Blue Apron in a while.īack in 2016, the New York Times called Blue Apron, the meal-delivery service, “the Starbucks of the meal-kit business.” It was seemingly high times for the company during the first quarter of 2016, the company reported that it was actually profitable, and TechCrunch wrote in 2017 that “Blue Apron appears to be the next major consumer IPO.” Except it didn’t work out that way.
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