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Blue apron first time discount9/11/2023 ![]() ![]() And it's easily twice as expensive as making comparable meals from ingredients bought at the grocery store.įor WW customers, it's not difficult to find SmartPoint totals for various restaurant items. At $9.99 per serving, Blue Apron is priced similarly to a meal at a fast-casual restaurant. That's why sky-high marketing costs aren't enough to prevent the customer count from falling. Blue Apron is offering 50% off the first two boxes from the WW Freestyle menu, which should convince plenty of WW customers to try it out.īut Blue Apron's customers tend to wise up and bail on the service quickly. ![]() Its product is the kind of thing that sounds like a good idea, especially given the new-customer discount that's standard among meal kit companies. Blue Apron has had success winning customers. Winning a customer and retaining a customer are two different things. If this partnership can bring in new customers at a lower cost, the bottom line could start moving in the right direction. ![]() Reducing marketing costs is the company's only chance at becoming profitable. Blue Apron has trouble retaining customers because its product is way too expensive. Priced the same as Blue Apron's normal subscription offering, this new WW Freestyle menu is still radically overpriced compared with buying ingredients at the grocery store. ![]() While this partnership might help lower costs for Blue Apron, it doesn't solve the fatal flaw in the company's business model. The fees that Blue Apron will pay WW for new customers could offer a better return on investment for the company, if only because the current marketing strategy is so ineffective. The company lost about 10% of its customer base in the third quarter despite spending more than 15% of its revenue on marketing. Blue Apron will offer a rotating selection of six recipe options designed for the WW Freestyle program.įor Blue Apron, the goal here is to reduce the cost of bringing on new subscribers, something that it desperately needs to do. Shares of meal-kit provider Blue Apron ( APRN 9.86%) have recovered from an all-time low over the past few trading days, driven in part by its new partnership with WW ( WW -0.46%), formerly known as Weight Watchers. ![]()
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