"Keeping the funnel healthy is a necessary evil for any company, but at the end of the day Blue Apron needs to put more effort into enhancing the excitement that their product offers throughout the journey," wrote Mr. "Blue Apron might be wise to create a special profile/dashboard for WW members utilizing some gamification tactics and WW data to create a stickier and more unified UX," wrote Evan Snively, loyalty strategist at Maritz Loyalty.
Blue Apron and WW have different brand permissions. "The Weight Watchers market is quite different, and looking for different pay-offs, than the market Blue Apron originally positioned itself in. "I would have suggested they launch a new flanker brand," wrote Tom Dougherty, CEO of Stealing Share. Some on the RetailWire BrainTrust had additional suggestions for what might position both companies to better succeed together. On the demand side, Blue Apron has found that many customers want more flexibility than the locked-in subscription model. The category has suffered from saturation with the entry of numerous other startups such as HelloFresh in addition to offerings from major retailers such as Kroger, Albertsons and Walmart. In the third quarter, Blue Apron’s subscriber base fell 25 percent year-over-year to 646,000. The meal-kit category hasn’t grown as much as expected. The cost is the same as Blue Apron’s existing two-person plan that includes three recipes delivered weekly for $59.94, equaling $9.99 per serving.įor WW, the partnership follows a rebranding in September that broadened its approach to helping people “reach all their wellness goals, not just weight loss.”īlue Apron, which went public in 2017, saw its stock price recover slightly on news of the WW deal, but is still trading at under $1.00. WW earns a fee for every subscription it secures. "This does address a few barriers for Weight Watchers - busy people and a desire to limit packaged foods," wrote Ms.
Laura Davis-Taylor, co-founder of HighStreet Collective, on the other hand, saw Blue Apron's offerings as an improvement on the preservative-laden offerings of similar diet models.
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