Blue Apron's Messages to the Market

다국어 초록 (Multilingual Abstract)

This study takes a close look at the success factors and limitations of Blue Apron which emerged as a leader of the food - tech market. Blue Apron manufactures and cooks the ingredients supplied by the food material suppliers and constructs the meal- kit box to be delivered to the customer. It has the advantage of being able to learn how to cook because the amount of ingredients and spices required for the dishes chosen by the customer is provided, as well as the recipe of the dish. Blue Apron uses only organic ingredients that are cultivated directly on the farm through eco-friendly methods, so it could be one of the most attractive factors to modern people who are looking for well-being in busy life. And the popularity of various cooking programs and chefs means that there is a desire to cook delicious food directly, which represents the potential of the meal-kit market. However, Blue Apron's online-based subscription service is also showing limitations. It is easy to imitate because online barriers are low. And the older generations cook more at home than the one who uses online, therefore more diverse distribution channels are needed to reach consumers easily.

참고문헌 (Reference)

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