A consumer can place order, see detailed recipes, check video tutorials, get tips and use a cooking stopwatch through this app. At the front-end, Blue App has a simple app that acts as a user’s cooking companion. Use of technology: Blue Apron effectively leverages technology across both front-end and back-end to deliver enhanced consumer experiences.Further, by keeping fulfillment in-house (against outsourcing), Blue Apron better controls these key end-consumer experiences.Įmployees at Blue Apron’s fulfillment centers creating portioned packages The flexible portioned packaging and JIT enables 2 key consumer experiences – fresher ingredients and lesser wastage (cost reduction) – compared to consumers attempting the same process from a nearby grocery story. Blue Apron attempts to mimic this entire process from farm to consumer as Just-in-Time. Once individual ingredients are portioned and packaged, they are paired together by meals in Blue Apron boxes and distributed to nearby cities. Using it’s flexing packaging process designed in-house, employees portion and package varying amounts of ingredients depending on the week’s recipe. At these centers, fresh raw materials cultivated at nearby farms are loaded. In-house fulfillment centers: Blue Apron has 3 fulfillment centers, one each at NJ, CA and TX.How direct-from-farmer sourcing and pre-portioned packaging makes purchasing from Blue Apron less expensive than purchasing from grocery stores Blue Apron passes on these savings to customers. Besides, the vertical integration reduces costs (commission paid to middlemen). By by-passing the middlemen, Blue Apron has direct access to better quality and fresher ingredients. It ordered 3 million pounds of produce from 100 family-run farms past summer. To source quality, seasonal ingredients, Blue Apron has integrated vertically to buy directly from farms and family-run purveyors. Vertically integrated sourcing: Exotic recipes call for exotic ingredients.A recipe is picked or dropped depending on the time, skills and tools required to prepare it. This process has generated 800+ original recipes over past 3 years. Once an idea is shortlisted, it is tested through a simulated cooking experience at a house kitchen. First, the recipe team brainstorms culinary ideas, bringing inspiration from restaurants, cookbooks, etc. To source recipes in-house, Blue Apron follows a rigorous process. It recently partnered with Top Chef competition to source exotic, winning recipes. It sources new recipes both in-house and as well as through external partnerships. Original non-repeat menu: Blue Apron operates a ‘no-repeat’ menu model to deliver an exotic meal experience.Pathways to Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activistsįundamental to Blue Apron’s meteoric rise is its strong operating model focusing on:
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