Blue Apron Inc.: Success and Challenges
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Case Code: BSTR535 Case Length: 12 Pages Period: 2012-2017 Pub Date: 2018 Teaching Note: Available |
Price: Rs.300 Organization: Blue Apron Inc. Industry: Meal Kit delivery service Countries: US Themes: Business Strategy, Entrepreneurship |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
At the end of a hard day’s work and the long travel back, average American wanted to get back home, relax, and enjoy a home cooked meal. Sometimes, dinner was a ‘take away’ or a visit to a restaurant. But all that changed with the launch of meal kit delivery service Blue Apron Holdings Inc (Blue Apron) in 2012 in the US. Blue Apron packed pre-measured, high quality ingredients along with the original recipes and sent these kits to the customers. The company’s vision was “developing better standards for higher quality ingredients, supporting regenerative farming practices to replenish our land, eliminating the middleman to deliver fresher food, and reducing food waste to create better value.”
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