Blue Apron: #CIWWGP
Welcome to the second post in this new series #CIWWGP or "Companies I Wish Would Go Public." In this series, I discuss great start-ups that I have all the elements of a successful, long-term growth company...and also that I love the business itself and what it offers. This week, I decided to center on a company that my fiance and I use every week that we're both home - Blue Apron.
What do they do?
This video from Blue Apron's site pretty much says it all. For about $60 per week - or less than $10 per plate - Blue Apron ships a box of ingredients with 3 recipies for 2 people. There is also a family option which feeds 4 people for $120, and you have the choice to recieve vegetarian or protien/meat dishes. All of the ingredients are locally sourced and the recipies tend to correspond with what vegetables are currently in season. Everything is properly portioned so there is no waste and no leftovers. The delivery comes on the same day at the same time every week so you can plan accordingly - we get ours on Thursday night so we have our meals planned for the weekend. If you're going to be out or town or don't want to recieve a delivery you can log into the site or the app and choose to skip deliveries. There are a few food delievery sites out there, but this is the most mainstream and well-known.
How was it founded?
From the company's site under "Our Team" the firm has a compelling origin: "In the summer of 2012, Matt Salzberg, Ilia Papas, and Matt Wadiak tested the first Blue Apron recipes in their tiny New York City apartments. Their goal was to make the experience of cooking with quality produce and specialty ingredients accessible to everyone, no matter where they live or how busy they are. The three hand-packed the first Blue Apron boxes themselves, delivered them to family and friends, and received immediate positive feedback.Three years later, Blue Apron has expanded tremendously and as a team, we work every day to live and breath our mission. We send over 3 million meals per month to our home chefs nationwide, and we have thousands of employees that work across four offices to ensure each customer gets the highest quality product every week.Worn by apprentice chefs in France, the Blue Apron has become a symbol of lifelong learning in cooking. Since the beginning, the entire Blue Apron team has been awed by the dedication of our customers to their culinary education. We’re thrilled to be welcomed into our customers homes and part of their weekly cooking routine."
What is the growth potential in this market?
This growth market is HUGE! Especially since more Millennials are tackling home-cooking, and the organic, natural food movement is entering full-swing. Seriously, if you aren't convinced to join watch litterally any food-related documentary on Netflix and you'll get your blood boiling.
Hey, if you're a lousy cook (like me) and want to be better - this is a service for you! Or if you're already an amazing cook (like my boyfriend) these recipies are fun and interesting and are sure to keep you busy and having a good time! Consider the following two recipies: below is a photo of a dish my boyfriend cooked for us - this Tandoori-Spiced Chicken with green lentils, heirloom eggplant and cucumber-mint yogurt.
And this is MY lovely creation: Triple Pork Mazemen with roasted garlic and pea tips:
The message here is that both dishes are so lovely you can't tell who created what...or CAN you? This is really leveling the playing field for all chefs. And for Millenials who want an easy and healthy way to feed themselves while learning some valuable cooking skills, this is perfect!