But Blue Apron and industry leader Hello Fresh have extraordinarily high turnover rates, which is why Blue Apron has had to invest so heavily in marketing to keep attracting new customers.ĭickerson told The Washington Post, 'Historically, we've been going out and acquiring one customer at a time. This is a great way for us to get our brand in front of multiple customers at a time.' The key will be whether they stay around and renew. Perhaps the company is hoping that customers will stay around and renew their subscriptions. That works out to about $10 per serving, which isn't too expensive - but after WW's cut, is there enough left over for profit? Hoping for a second helping The meal cost is reportedly the same as Blue Apron's existing two-person plan in which subscribers receive three recipes delivered weekly for $60. It seemingly makes the two businesses a good fit, and Blue Apron can use a little bit of the Oprah magic that the WW spokesperson and investor brings to the table.Īlthough the financial details weren't disclosed, Dickerson told The Wall Street Journal that Blue Apron will pay WW a small fee for every subscription it receives from a member. Its customers are looking for specific meal components and having them available without needing to worry about whether the food will ruin their diet.

That's why Blue Apron hopes a partnership with WW holds potential.

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