Almost overnight, New York-based Blue Apron gained thousands of customers as restaurants closed and people tried to limit grocery trips
The meal kit company was trying to boost sales with new options like premium meals, but it was also considering putting itself up for sale. Then the pandemic happened. Almost overnight, Blue Apron gained thousands of customers as restaurants closed and people tried to limit grocery trips. CEO Linda Findley said Blue Apron could have tried to further inflate its customer base during that period.
Then the pandemic happened. . “I said multiple times, ‘It’s a pandemic, not a business model,’” Findley said. “I didn’t want to drive growth off this difficult situation. I was really looking to stay the course and build sustainable growth.”So far, Findley’s strategy is working. Blue Apron’s customer base has fallen from its early pandemic highs, but those who remain are ordering more and spending more per order.
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