[increment_i]

This IPO is getting absolutely torched, and for good reason. However, there is a TON of money in foodie culture and food fandom. There's a reason half of your relatives watch the Food Network non-stop.

Perhaps once this IPO brings in much needed capital, Blue Apron can start bringing aboard celebrity chefs in promotional deals. Get Gordon Ramsay or Bobby Flay to contribute a recipe, ingredients and a couple YouTube videos and you might have something people will pay for. I'm sure they've thought of this already.

[ryanx435]

I watch the food network all the time. You know why? Because food is non-political. It's a positive vibe only type of programming: every place guy ferrari goes to is delicious, every dish Gianni cooks is wonderful, and I don't have to deal with the fear mongering that permeates literally every other channel

[ghaff]

I generally agree with this. Put another way there's a lot to foodie culture and interest in the Food Network that doesn't involve cooking pre-kitted but relatively complicated meals on weeknights.

I suppose there's an argument to be made that none of these services have really broken out because no one has wrapped sexy celebrity-based marketing around their offering. (Added: And some of them have paired with celebrity chefs.) But I'm skeptical. Most of them do the localvore farm to table thing in spades. I doubt that celebrity chef endorsements and videos and a major missing ingredient.

[Zarath]

Meh, you see identity politics creep into a lot of the competition shows nowadays. You're right though that it is a good escape.