> The planning part is what you're missing. If I order from Whole Foods, I have to decide what to order. If I sign up for Blue Apron, they decide for me. Exactl

> The planning part is what you're missing. If I order from Whole Foods, I have to decide what to order. If I sign up for Blue Apron, they decide for me. Exactly what I need, no more and no less, shows up on my door weekly. No thinking required. That's today. Today Whole Foods is not in this business. It will be, however. Because already today I can walk into smaller grocery stores in NYC ( C-Town, Associated, Key Foods ) and in some higher end ones there are meal kits ready. I'm not even talking about Wegmans which periodically makes Whole Foods look like a third rate store. Granted, at this time these are just pre-seasoned steaks and sides already packaged, kebobs already assembled, sides already portioned. They are at a 0-10% markup to the non-assembled prices of the raw ingridents at the same supermarkets. Supermarkets have been doing this for years in a prepared foods or partially prepared foods section. They know what their customers buy and they know how much they buy. All of that was pre Amazon-Whole Foods days. Amazon-Whole Foods is the elephant in the room. One needs to be rather irrational to bet on BA or anyone else raising money before knowing what Amazon - Wholefoods do to this market, especially considering that Whole Foods dwarfs all meal services combined in any major metro. Without those major metro customers BA and likes cannot survive.