The step-by-step recipes are appropriate for beginner and experienced cooks alike. The service is convenient, offering free delivery in refrigerated boxes whenever best fits the customer’s schedule. The business model focuses on removing the biggest obstacle to cooking – deciding what to cook. The recipes are simple, with instructions written in a clear and direct way, complete with pictures. As COO Matt Wadiak says, “everybody who wants to cook is our customer 1”. For its customers, Blue Apron offers the opportunity to learn to cook delicious new recipes with seasonal ingredients at a better value than the local grocery store.

As of December 2015, Blue Apron delivers 5 million meals a month, up from 500,000 just 18 months ago 1.īlue Apron delivers value both to its customers and suppliers. They are sold on a subscription basis for two or four people. Blue Apron “delivers farm fresh ingredients and original recipes so can create an incredible meal any night of the week 2.” The company works with local farmers to create delivery boxes of perfectly portioned dinners that minimize food waste and allow users to try new ingredients and recipes, at an affordable price of $10 per meal per person.īlue Apron curates meal kits, boxes of ingredients and instructions for cooking exactly three dinners a week. Blue Apron creates and captures value by solving a prescient problem facing many Americans today: they love to cook but feel they don’t have the time.

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