Davidson, said Blue Apron is likely to benefit more than WW from the partnership, given WW’s broad customer base. Linda Bolton Weiser, a senior research analyst at the financial services company D.A. The Blue Apron menu is a part of the WW Freestyle program, which features an expanded list of foods dubbed “ZeroPoint,” going beyond fruits and vegetables to include more than 200 options. In turn, the company is aiming to put less of an emphasis on tallying calories and losing weight. A new logo - two Ws in place of the “Weight Watchers” nameplate - was meant to shift company and customer focus toward overall health and well-being. In September, the company dropped its famous brand name in exchange for something slimmer. The WW menu costs the same as Blue Apron’s existing two-serving meal plan at $59.94 per week, or $9.99 per serving.īy joining forces with Blue Apron, WW is also looking to build on a campaign of new messaging. Neither Dickerson nor WW would go into specific deals about the financial arrangement.
And Blue Apron is looking to lock in customers who may not sign on for weekly meals, but who may want to buy meals on-demand or from bricks-and-mortar retailers like Costco.ĭickerson said Blue Apron would pay WW a small acquisition fee for every member who becomes a new Blue Apron subscriber. In October, Blue Apron began working with Jet.com, selling same-day or next-day delivery through Jet’s grocery services for customers in and around New York City. (The top 30% of Blue Apron’s customers generate more than 80% of the company’s net revenue, the company said.)
It focused on the company’s direct-to-consumer business, especially for customers who already showed a strong affinity for the brand. In November, Blue Apron laid out a plan for profitability in 2019. On Thursday, the share price closed at 92 cents. Blue Apron went public just after announced plans to buy Whole Foods, a deal that sounded alarms that the online retailer might move into the meal-delivery space. In July 2017, the company’s stock debuted at $10 a share but was plagued with bad timing from the start.
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