Blue Apron (Case Study)
Lead Author(s): Arpita Agnihotri et al.
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In late 2017, the newly appointed chief executive officer of Blue Apron, a pioneer in the subscription-based meal kit delivery service in the United States, faced several operational and revenue growth challenges. Since its inception in 2012, Blue Apron had invested heavily in marketing to acquire new customers, but rapid growth had led to challenges, and efforts to resolve those issues had led to further problems. Blue Apron also faced several operations and human resources challenges that had resulted in late and missed deliveries. Competition was fierce from both other start-ups such as HelloFresh and established retailers such as Amazon Inc. Could the new chief executive officer ensure that Blue Apron became profitable, or was the company destined to exit the market or be acquired by an established retailer?