[ct0]

Cost for the delivered food and spices may be high, but I think blue apron missed out on the larger opportunity of food preparation education, aka cooking. They could have gamified the whole system to offer more difficult meals as the subscriber gets better, with points for free perks and all that.

[stanleydrew]

This is a good idea, but wouldn't that essentially ensure that you churn out your best customers eventually? They get so good at cooking that they don't need your perfectly portioned and pre-prepped but overpriced meal kits.

[ct0]

That's already happened with me, I mainly look up recipes and buy in store.I believe that adding "perks" for best customers would help keep them around a big longer.