Blue Apron Case

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Introduction
Blue Apron is an American company that delivers meal kits to its customers. It is one of the most successful meal kits delivering company in the food industry. The company targets people who are busy and have no time to shop groceries. The company provides meal kits that has all the fresh ingredients including salt and oil to cook from the scratch. The meal also includes clear instructions to cook the meal. The company offers subscription-based service. The delivery is on a weekly basis. Customers can choose the meal kit from the list displayed for that week on the website. The customers can opt for either individual or a family plan. Customers can also cancel the subscription anytime.
To reduce food wastage, Blue Apron packs …show more content…

After the company went public there is a decline in the revenue. As a result, the company incurred losses. According to the study conducted by 1010 data, Blue Apron has low customer retention rate. Only 10% of the customers are subscribing to their service. It is still to be determined the actual reason for the decline in the customer retention.
There are several reasons that can support the company’s poor performance. One of them is health and safety violations at its work place. One of the workers brought a gun to the work place to shoot his manager. Moreover, California’s Occupational Safety and Health nine violations on the company for its poor safety conditions. The safety conditions can put the workers at risk of fracturing their bones and chemical burns.
There were also few instances where the workers demonstrated violent behavior at the work place. This is due to improper background checks of the temporary workers that were hired to meet the high demand. Such instances may cause bad reputation to the company that can hurt company’s …show more content…

When they subscribe to Blue Apron’s service it’s hard to say whether they enjoyed cooking food. Those who did not enjoy cooking may not be interested to subscribe the service. As a result, they discontinue the service. While those who enjoyed cooking may have realized that the meal kits require short preparation time. That doesn’t really offer a significant convenience factor.
The business model and safety violations at work place could be some of the reasons that resulted in decline of customer retention rate. However, the company can take some steps to control the damage and find an alternate solution to encounter the issues and sustain in the food

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