Whether on-demand as an acquisition channel will make a difference remains to be seen. (Over half of Blue Apron’s customer base earns over $100,000/year, according to Food Navigator.) Customer numbers have also dropped, but, as was discussed on the call, part of this was due to reduced marketing spend as Blue Apron continues to focus on reaching customers who will spend more, rather than going after multiple swaths of the population. The company, whose stock price is hovering at just over $1 right now, posted a net loss of $5.3 million for Q1 2019 on revenues of $141.9 million. For the latter, Blue Apron recently launched its Knick Knacks product, which is essentially a lower-cost version of its meal kit available to NYC residents. The company - whose new CEO, Linda Findley Kozlowski, started three weeks ago - also reported they’re continuing to focus on their partnership with Weight Watchers as well as one with Jet.com. On-demand meal kits were just one of Blue Apron’s new strategies discussed on the earnings call. “While we have tested same day on-demand offerings through third-party platforms in the past, this is the first time that customers will be able to order products for the same day on-demand delivery without leaving the Blue Apron ecosystem,” Blue Apron CFO Tim Bensley said on the call. On its Q1 earnings call yesterday, the company said Bay Area customers will soon be able to order from Blue Apron’s two-serving signature line by noon to have meals delivered between 4 p.m. ![]() Yesterday, the meal-kit service announced it is trialing same-day on-demand service in the San Francisco Bay Area. Blue Apron is making another attempt to win new customers, and in the process hopefully gain back some of the users it has lost over a rough couple of years.
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