![]() ![]() They consumer signs up to receive their first delivery (usually free through recommendations from friends already on the service), and is automatically enrolled to receive a package every week at the meal plan they selected to receive. The way Blue Apron captures value is through a modified subscription model. For the first time, consumers can receive fresh food that’s exactly what they need for predetermined recipes. This is its largest value creation point. ![]() Blue Apron strives to insert itself at the intersection of the two: delivery of recipe-specific pre-portioned ingredients that just need to be cooked. ![]() Meal/restaurant delivery systems like Grubhub, or Maple delivery ready made meals, prepared either by a restaurant or commercial kitchen, and grocery delivery systems like Fresh Direct, or Instacart deliver bulk, a la carte ingredients to the home. What makes it different from most delivery systems, is curation. Because of its disruptive stance to untangle the entire process through an unconventional user experience, and use of data analytics, it’s managed to expand exponentially.īlue Apron started in NYC in 2012 as another food-tech solution to determining what will go on consumer’s plates. But perhaps one of the most successful is the dinner-kit delivery service, Blue Apron. Hundreds of food startups have emerged as breakthrough solutions to streamline different parts of the processes, all trying to get a piece of the pie. It’s these complexities that make innovating in the food space so alluring. And the food supply chain that precedes that process is even more complex: production, processing, and distribution. Traditionally, food consumption meant a long process for the consumer: deciding the menu (recipes), compiling lists of ingredients, buying the ingredients (supermarket), preparing the ingredients (kitchen table), storing the leftovers (fridge), cooking ingredients (stove), and eating. ![]()
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