Josh Prettyman

Blue Apron

Blue Apron (Academic Project)


Problem: Blue Apron’s operating costs are substantially higher than income, and their customer base is not growing.

Insight: Gen Zers are 321% more likely than Gen Y to try a subscription service, but they only make up 3% of the Blue Apron customer. This target is also at the prime age to learn how to cook in their college years.

Solution: Create a Blue Apron “Apprentice” program with simpler foods and a lower price point. Position the new program as a way to teach college students to cook on their own, targeting students and their parents.