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That and the people who cook at home either: 1. Love to cook. 2. Are quite price sensitive. The first group were never going to use blue apron. They have the

That and the people who cook at home either: 1. Love to cook. 2. Are quite price sensitive. The first group were never going to use blue apron. They have the skills and the interest to do it all themselves. The latter group is tricky to hold onto: margins must be relatively thin, and there’s a high probability that these users will learn how to assemble their own recipes to cut out even the razor thin margins that blue apron was making. The result is a rotating user base, and extremely advertising costs to acquire new customers. This is probably why they’re on podcasts all the damn time.

war1025 8y ago
There are several people I know who have used BlueApron for 2+ years. They are all married, no kids. They enjoy cooking, but they just as much enjoy going out to eat. They have steady, good paying jobs, so they are not price sensitive. To them, BlueApron is an entertainment expense. It gives them variety in their diet, and makes for a good time when preparing it. Often they'll have friends over and add in some sides or something to make it a dinner date with people they'd otherwise just go out to eat with.
- ghaff 8y ago
  During the week I'm mostly cooking for myself when I'm not traveling and the 2-person orientation is sort of the nail in BA's coffin for me. And, on weekends, when I'm often cooking for others I rather enjoy planning a menu and making a meal from scratch. If I were regularly cooking during the week with someone else, assuming we weren't regularly coming home too late, I could definitely see using these services off and on just for the sake of some variety.
underwater 8y ago
Your categories match my experience living in Silicon Valley, but outside of that bubble is not accurate at all. In the real world most people I know cook at home by default. Ordering take out or eating out is the exception, even if they're not foodies (or poor).

war1025 8y ago

There are several people I know who have used BlueApron for 2+ years. They are all married, no kids. They enjoy cooking, but they just as much enjoy going out to eat. They have steady, good paying jobs, so they are not price sensitive. To them, BlueApron is an entertainment expense. It gives them variety in their diet, and makes for a good time when preparing it. Often they'll have friends over and add in some sides or something to make it a dinner date with people they'd otherwise just go out to eat with.

ghaff 8y ago
During the week I'm mostly cooking for myself when I'm not traveling and the 2-person orientation is sort of the nail in BA's coffin for me. And, on weekends, when I'm often cooking for others I rather enjoy planning a menu and making a meal from scratch. If I were regularly cooking during the week with someone else, assuming we weren't regularly coming home too late, I could definitely see using these services off and on just for the sake of some variety.

underwater 8y ago

Your categories match my experience living in Silicon Valley, but outside of that bubble is not accurate at all. In the real world most people I know cook at home by default. Ordering take out or eating out is the exception, even if they're not foodies (or poor).