Blue Apron's fall as a teachable moment

摘要

THE RISE AND COLLAPSE OF BLUE APRON Holdings, Inc. represents a lesson in accelerated obsolescence. The subscription-based meal kit company's goal was to offer a premium solution to a common consumer 4 p.m. dilemma — What's for dinner? For a time, Blue Apron's ready, and simple-to-prepare, solution resonated powerfully with consumers. Then, Blue Apron's upward path to success collided with changing consumer expectations and the emergence of more agile competitors that quickly supplanted the service and made it irrelevant for many people.