![]() “We’ve been able to scale as the number grows,” Fitzgerald said. That also includes new platforms, like podcasts, which Fitzgerald said have become a huge channel for Blue Apron that will only grow exponentially. “Part of that is creative and testing more ads, like carousel ads…” “It has been exciting to try to do that,” Fitzgerald said. That means the brand has to find how to break through and position itself as distinctive. ![]() “Facebook is saturated with offers and everything looks like food in a box,” he added. Yet with logistics master Amazon in the game, it may be hard for smaller companies to compete.Indeed, at Social Media Week in New York last week, Greg Fitzgerald, director of acquisition marketing at Blue Apron, said while the meal delivery concept was compelling enough initially, consumers are now inundated with this message from myriad sources. And today more Americans say they care about the quality of ingredients in the foods they eat than ever before. Per NPD, the number of American homes that have tried meal kits is up 2% from last year. That said, there is evidence to suggest the meal-kit movement is gaining momentum, with experts at the food industry analysis company, The Food Institute, estimating that the market could reach $3 billion in the next few years. ![]() MORE: What Happens When Plated Delivers a Meal…And I Have to Cook It Myself Even with easy-to-follow instructions and pre-portioned ingredients, meal-kit meals can be labor-intensive some recipes require more than an hour, including preparation and clean-up. But Seifer says most users report using the kits to replace meals they would have cooked at home-and they’re likely to have paid less if they bought groceries instead.Ĭonvenience is a sticking point, as well. The counter-argument, of course, is that meal kits are intended to replace meals that patrons would otherwise have ordered or eaten at a restaurant. And while that may be a bargain for urban dwellers with a certain amount of disposable income, it’s a burden for others: Seifer says 56% of users who give up meal kits cite cost as their main reason for doing so (to say nothing of those who couldn’t afford to try them in the first place). ![]() Even Amazon’s kits are reportedly priced between $8 to $10 per serving. On average, each meal from a meal-kit delivery service sets patrons back between around $8 to $12. ![]()
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