The ultimate benefits are emotional feelings derived from positive features. Relative perceived VALUE is a function of relative perceived BENEFITS / relative perceived COSTS The essential consumer value equation is that: (And, in the 1950s, it was, indeed, housewives.) When Betty Crocker changed the recipe and make housewives add an egg, they felt invested. It was too easy and required too little work from them.
As Drew Boyd explained in Psychology Today, housewives felt guilty about using Betty Crocker’s original mix. But they won’t stick with it.īecause Blue Apron forgot the lesson of the cake egg.īetty Crocker’s original all-in-one cake mix failed. She may be able to get more people to try the service. The most recent CEO, Brad Dickerson, tried to “Cater only to Blue Apron’s most loyal (and profitable) customers.” He just got fired. Koslowski will be the third CEO in two years and is going to be part of the 40% of new leaders who fail in their first 18 months. It’s a “more successful model, though at the same time causing the product to be commoditized.” Their value proposition has been to be a healthier and less expensive option than prepared take-out foods and more convenient than creating meals from scratch.Īs Rich Duprey described in The Motely Fool, those needs are now met better by supermarket meal kits which are even less expensive and even more convenient as they can be picked up or delivered on an as-needed basis without a subscription. It is inevitable that Blue Apron will cease to exist in its current form.īlue Apron provides consumers weekly subscriptions to complete ready-to-cook meal kits. Blue Apron’s reason for being no longer exists. Perhaps Linda Findley Kozlowski didn’t see the rats fleeing the sinking Blue Apron ship because they had already gone.
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