Part of the Blue Apron sell is you get to cook with 'fancy' ingredients that most grocers might not carry. Whole Foods 365, for example, is an attempt to move

Part of the Blue Apron sell is you get to cook with 'fancy' ingredients that most grocers might not carry. Whole Foods 365, for example, is an attempt to move the industry in the opposite direction by carrying far less than a standard market. You can certainly make delicious meals from the 365 inventory but can't necessarily fulfill a given recipe with the inventory at 365 or even a standard grocer. This is a common problem when 'cooking to the recipe'. (though I'd agree this probably isn't enough on it's own to save blue apron)