I work in this space, so I may have some insight. The short answer is sort of tautological or whatever the term is: Nobody is doing the recipe thing because nob

I work in this space, so I may have some insight. The short answer is sort of tautological or whatever the term is: Nobody is doing the recipe thing because nobody does the recipe thing. Think about it this way: Amazon has how many billions of dollars? And they haven't done the recipe thing yet... why? The answer is probably simpler than you think: that's not how consumers choose what to buy [in sufficient quantities to make unit economics positive]. Your reasoning as to why Blue Apron's model is weird is spot on: it's weird because that's not how consumers actually shop and cook. If they did, it wouldn't be weird and Blue Apron would be doing much better.