[hitgeek]

i was one of the customers who dropped in q2 after using the service for about 6 months.

I really enjoyed the product, and never had an issue with quality.

for me cost was primary reason for cancelling. Buying ingredients saves me about $100 a month. Even with Blue Apron I had to go to the grocery store weekly for lunch and breakfast food, so it was a "nice to have luxury", not something that saved time or money.

I worry that Blue Apron is going to have a hard time making the economics of custom acquisition vs. life time value work if high churn is a permanent thing.