Premium menu options drives customer engagement Launched at the height of the COVID-19 pandemic in April 2020, Blue Apron Premium products are offered in two-serving ($13.99 and $19.99 per serving) and four-serving options ($14.99 and $19.99 per serving) and feature elaborate, yet achievable, dishes such as crispy duck breast and wonton noodles, or seared yellowtail fillets and salsa macha. “This consumer segment places a lot of value on high-quality, unique ingredients, and easy to cook, delicious recipes.” Our goal is to continue to implement initiatives that help differentiate Blue Apron from our peer set and grow the value we derive among our targeted consumer group,” said Kozlowski. “This internal data indicates that while the pandemic accelerated and heightened consumer awareness and interest in meal kits, as well as cooking more at home, it’s a trend we expect to carry on for some time. The decline in its customer base and net sales was in line with expectations and reflects a return to a more normalized environment in which consumers can go out to eat more freely, said Blue Apron CEO Linda Findley Kozlowski, who add that the company has been monitoring customer behavior by geographic region throughout the pandemic. CEO: Customer decline reflects a normalizing environment It’s notable that average revenue per customer was more than $310 for the fifth consecutive quarter, the only quarters in which we have achieved that milestone since were prior to 2015,” said Greben. “Orders per customer of 5.3 continues to track right around our highest levels reported, average order value was a record $63, and average revenue per customer was $330. However, other customer metrics continue to improve, said Blue Apron CFO Randy Greben.
Net sales for the company also dropped by 5% to $124m on a year-over-year basis. This was a turn of events for the meal kit provider, which notched up its customer count by 15,000 in Q1 2021 (three months ended March 30, 2021) compared to the same period last year.
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