![]() ![]() ![]() “We found consumers are focused on healthy options and now more than 50% of our meals are wellness recipes, and we've done this without losing quality. “We took that feedback and focused on meeting customer needs. ![]() “When I joined and looked at the competitive landscape through our customer data - and we have a huge amount of data - we asked why customers are joining, staying and leaving, and what do they want to see more of?” Ms. Linda Findley, president and chief executive officer of Blue Apron Holdings, Inc. New offerings introduced by Blue Apron demonstrate the commitment to experience and creating new opportunities and include ready-to-cook meals that require no chopping heat-and-eat prepared single-serve meals fast-and-easy meals an “add on” menu of snacks or simple meals and breakfast. ![]() We've done that over the last few years, and we're now focused on bringing them scale.” The focus needed to be on quality and the culinary experience. “We weren't thinking about the flexibility of today's family. “Blue Apron’s past didn't address customer needs,” she said. Findley said the company needs to innovate. “We're using technology to create curated experiences that have a long-term great margin profile,” she said in an interview with Food Business News. She describes the new Blue Apron as a food company powered by technology. Linda Findley, president and chief executive officer, joined the company in 2019 after serving as chief operating officer of Etsy and has been working to set the company on a path to profitable growth. That was the old Blue Apron - The new Blue Apron is trying to break down barriers, reducing friction to growth and seeking to offer consumers more than a meal. Today, it’s fair to ask what is Blue Apron? If the answer includes the word “subscription” you may need to refamiliarize yourself with the company. During the same period company sales have fallen to $241 million from $253 million. In the first half of the fiscal year Blue Apron lost $61 million, which compared with a loss of $34 million the year before. 31, 2021, Blue Apron recorded a loss of $88 million, which compared with a loss of $46 million in fiscal 2020.įiscal 2021 sales were $470 million, up from $460 million the year prior.įor the first six months of fiscal 2022, ended June 30, the losses have continued. The days of IPOs and billion-dollar valuations are gone. ![]()
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