Blue Apron Inc.: Success and Challenges

Blue Apron Inc.: Success and Challenges
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
Blue Apron Inc.: Success and Challenges
Abstract Case Intro 1 Case Intro 2 Excerpts


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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