The meal kit delivery company announced that beginning this week, a rotating selection of meals will be available on-demand to customers in select areas in New York City on the Grubhub and Seamless online and mobile platforms.
All of Blue Apron’s orders, which will be delivered in new custom packaging, include fresh, pre-portioned ingredients to cook two- or four-serving a la carte meals that can be made in 30 minutes or less. Customers can also order add-on products from the company’s premium suppliers and partners, including Vermont Creamery cheeses, Irving Farm coffee, and a selection of broths from Brodo.
“This new on-demand product is a complement to our core offering, giving consumers — for the first time — the option to have a Blue Apron meal delivered to their doorstep in less than an hour,” Brad Dickerson, CEO, Blue Apron, said in a press release. “We are thrilled to launch this initial pilot to expand the reach of our brand, and expect to build on this new competency with additional same day, on-demand platforms over the coming months.”
Blue Apron shares have lost almost 70 percent of their value since the company went public last year, and the company was down more than 22 percent this year as of May. Analysts have suggested that Blue Apron’s best hope would be to be acquired, with one analyst suggesting that Walmart might be the best suitor.
“Like its $310 million purchase of Bonobos, buying Blue Apron would repeat Walmart’s playbook of acquiring a branded eCommerce startup with a more premium product to its core offerings,” Matthew Trusz of Gabelli & Company wrote in a note to investors. “Further, Walmart could put Blue Apron’s meal kits into its physical stores, which we believe would meaningfully enhance Blue Apron’s profitability (more scale, less packaging).”