I've thought about this in similar ways. The reason I don't use Blue Apron is because it's pricey--$10/meal when you're cooking at home isn't very affordable un

I've thought about this in similar ways. The reason I don't use Blue Apron is because it's pricey--$10/meal when you're cooking at home isn't very affordable unless you're a lot of disposable income. But I understand why it's expensive. Each box of ingredients must be shipped with multiple cooling packs to keep it from spoiling, and shipping to each individual's doorstep also adds costs. Imagine if grocery stores offered a similar Blue Apron like service, where they came up with good, reasonably healthy recipes, and packaged all the ingredients (which they already have in store) in the appropriate amounts into a box with recipes and instructions, just like Blue Apron, and you could pick up the box at the grocery store. They could easily offer this for less than half the cost of Blue Apron, and the value proposition (at least to me) would be so big (no meal planning, no wandering around a the grocery store for an hour, no risk of buying too much stuff that I then goes bad) that'd be a no-brainer to use it.