Currently, Blue Apron is a home menu planning service that delivers the ingredients consumers may cook to create meals that are perceived as gourmet. The company has positioned itself as a solutions provider for people who find the menu planning and subsequent grocery shopping required to buy the ingredients a hassle, and don’t want to eat out at restaurants all the time.
“We have reimagined the traditional grocery business model and developed an integrated ecosystem that employs technology and expertise across many disciplines,” the company said in the SEC filling. “Our supply-demand coordination activities — demand planning, recipe creation, recipe merchandising, and marketing — drive our end-to-end value chain.
“For example, our flexible recipe design process allows us to adjust recipes close to the time of delivery, enabling us to coordinate customer preferences with expected ingredient supply to help mitigate supply chain risks. Because our customers select recipes instead of specific ingredients, we can make adjustments while maintaining a consistent, high-quality customer experience.”
While the company is best known for its meal delivery service, it currently offers two other services. Blue Apron Wine is a direct-to-consumer wine delivery service, and Blue Apron Market is an e-commerce marketplace featuring cooking tools, utensils and pantry items.
The company’s infrastructure consists of its headquarters in New York City, a customer service center in Austin, Texas, and fulfillment centers in Richmond, California, Jersey City, New Jersey, and Arlington, Texas.
“We believe that our current fulfillment center facilities are adequate to meet our immediate needs but cannot accommodate significant expansion,” the company said in the filing. “We are completing the build out of a new fulfillment center in Linden, New Jersey, and have entered into a lease for another new fulfillment center in Fairfield, California, which is currently under construction.
Blue Apron is in the process of evaluating what it will do with the centers in Jersey City and Richmond.