The lowest price they push new subscribers to, the $59.94 shown above, is double the solo willingness to pay.ĬAC and overhead are high for home meal-delivery kits. The lowest price for a Blue Apron meal kit (two recipes for two people) is almost double that at $47.95. Our data from 4,219 current, former, or prospective customers of Blue Apron and HelloFresh shows that the median weekly willingness to pay for a single individual is just $29.86. HelloFresh has a “Veggie Plan,” but Blue Apron has “Vegetarian options available.” Both companies know their customer.Īnd knowing their customer, they don't offer a solo meal-they know there is no money in it: ![]() The pricing is slightly higher with Blue Apron, but they also offer free shipping.
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