Maybe a bit off point but, for me, the problem with the Blue Apron business model is that the meals take close to an hour to prepare (sometimes more) plus half an hour more of clean-up time while they’re sold as a way for working families to have easy, high-quality week-night dinners. They’re way, way too much work to meet that goal.

Trying to cook three of them a week is actually a huge time-sink.

They’re directed to only two people. If you’re a single or there are three or more of you they don’t work.

The packing problem I see is in the shipping packaging more than the internal packaging. The size and weight of the box required to keep the raw ingredients cold during transit is massively wasteful. That pretty much requires them to sell a minimum of three meals at a time when the customer would be happier with only one or at most two meals per week.

I see this becoming a very small niche market and I hope it will be a small niche market given the prep time, portion rigidity and very resource intensive packaging and shipping involved.

— David Grace

Graduate of Stanford University & U.C. Berkeley Law School. Author of 17 novels and over 200 Medium columns on Economics, Politics, Law, Humor & Satire.

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