Giới thiệu
Blue Apron là meal kit subscription pioneer, thành lập 2012. IPO 2017 (NYSE: APRN), 350K customers, $460M revenue/năm. Mô hình: subscription meal kits (2-4 servings, 2-4 recipes/week), $8-10/serving. Recipe cards + pre-portioned ingredients delivered weekly. Challenges: high CAC, low retention vs HelloFresh.
Case Study
Customer subscribe 2-person plan $60/week: 3 dinners, reduce food waste, learn cooking. Blue Apron Wine: add-on $66/month (6 bottles), pair with recipes. Kết quả: 350K customers (peak 1M in 2016), $460M revenue, struggled post-IPO.