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If you can afford a meal-in-a-box service, why would you not just go to a restaurant where the wait staff will do a decent job as a substitute for your own live-in cook previously known as The Wife?I always say that these are for people with more money than time.
The reason they don't go to a restaurant is because you like cooking - or at least, you like the idea of being someone who cooks. But the ad copy is right - shopping sucks, finding recipes sucks, throwing away food because you bought too much kale sucks. (Not to mention, cooking a meal and eating it takes 45 minutes - depending on the restaurant, you might be in there for an hour, plus travel time. And remember, time is what they're short on.)
Even if you find four interesting recipes and buy all the ingredients, and cook them - this takes 3x the time than just using Blue Apron, at minimum - on Friday you've got a bunch of assorted ingredients and no idea what to do with them. (Because you're not a wifemom, and you don't know how to combine those things into a meal.)
But the person they're targeting doesn't want to learn to do that. They just want to buy a pre-configured lego set, and build a spaceship they can eat.
You are not their target audience. Neither am I. But it definitely, definitely exists.
I always say that these are for people with more money than time.
The reason they don't go to a restaurant is because you like cooking - or at least, you like the idea of being someone who cooks. But the ad copy is right - shopping sucks, finding recipes sucks, throwing away food because you bought too much kale sucks. (Not to mention, cooking a meal and eating it takes 45 minutes - depending on the restaurant, you might be in there for an hour, plus travel time. And remember, time is what they're short on.)
Even if you find four interesting recipes and buy all the ingredients, and cook them - this takes 3x the time than just using Blue Apron, at minimum - on Friday you've got a bunch of assorted ingredients and no idea what to do with them. (Because you're not a wifemom, and you don't know how to combine those things into a meal.)
But the person they're targeting doesn't want to learn to do that. They just want to buy a pre-configured lego set, and build a spaceship they can eat.
You are not their target audience. Neither am I. But it definitely, definitely exists.