Blue Apron is fulfilling all the orders on by itself, so it could incur higher logistics costs without planting the seeds for stickier subscriptions - which would arguably contradict its original turnaround strategy of focusing on higher-value customers. Lastly, selling individual meal kits could cannibalize Blue Apron's subscription-based business. That deal strongly suggests that Blue Apron's partnership with Walmart isn't an exclusive one, and Walmart could still sell additional third-party meal kits on its website in the future. Second, Walmart previously signed a similar deal (which has since ended) with Blue Apron's smaller rival Gobble in 2018. If the meal kit market were still fertile, it would make more sense for Walmart to continue selling first-party kits instead of striking a deal with Blue Apron. But I'm not too optimistic about this new direction, for three reasons.įirst, Walmart seems to have abandoned its own first-party meal kits.

Lindley expects to add 'similar partnerships in the coming months' to expand its direct-to-consumer business and pivot away from subscriptions. But will Walmart move the needle in the right direction?ĭuring Blue Apron's latest conference call, Lindley said its new partnership with would be an 'excellent way' to 'introduce Blue Apron to new groups of customers who may not have considered a meal kit before.' Next year, they expect its revenue to grow 19% to $637 million as it squeezes out a slim positive adjusted EBITDA of $1.3 million. In addition, it expects its revenue to increase by the 'mid-teens' for the full year, and to achieve profitability on the basis of adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization) in 2023.Īnalysts expect Blue Apron's revenue to rise 14% to $534 million this year, but for its adjusted EBITDA loss to widen from $39 million to $46 million. Its average order value rose from $58.78 to $63.78, while its average revenue per customer grew from $246 to $319.īlue Apron's revenue declined 9% year over year in the first quarter of 2022, but it expects to return to growth in the second quarter. Between the fourth quarters of 20, Blue Apron's average orders per customer increased from 4.2 to 5.0. That strategy has been slowly but surely working.

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