Friday, June 24, 2022

At Walmart and Blue Apron Meals Matter


Looking to refocus its grocery department with one eye on today’s consumer and the other eye on tomorrow’s consumers Walmart is seeking incremental customer relevance with a new partnership with Blue Apron focusing on grocerant niche meals and meal components according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. 

In a big move for both companies Blue Apron aims to broaden its audience by offering shoppers a selection of meals without a subscription. That’s right Blue Apron has dropped its subscription requirement for customers.  Great more great start according to Johnson.

Blue Apron has begun offering four meals without a subscription to online customers at The strategy behind the initiative is twofold, the meal kit company explained: Suspending the subscription removes potential barriers for trial, and the plan introduces Blue Apron to a substantially wider audience.

Building a Larger Share of Stomach

Meals, Meal Components, and Beverages Matter

Dani Simpson, Blue Apron’s chief marketing officer, stated, “Through our work with Marketplace, we will be able to scale our e-commerce presence and introduce restaurant-quality meals without a subscription to a new group of customers who may not have considered meal kits before… “This is just the beginning, and we look forward to expanding the offering throughout the year.”

Blue Apron launched the plan with three meal kits that serve from 8 to 12 — featuring cheeseburgers with roasted potatoes, chicken rice bowls, and rosemary chicken with roasted potatoes — and a Heat & Eat selection containing six single-serve meals that are ready in 5 minutes or less, featuring beef Bolognese, beef meatballs and chicken stir-fry.

Currently, Blue Apron is the only meal-kit provider on the Walmart Marketplace platform. The boxes will be directly fulfilled by Blue Apron, maintaining the scale of its direct-to-consumer model and supply chain.

The meal-kit pioneer is promoted the concept during Walmart+ Weekend, an online savings event exclusive to Walmart+ members.

Sheetal Patel, GM of food consumables, health and wellness, Walmart U.S. Marketplace, stated, “We are thrilled to work with Blue Apron to offer an assortment of meal kits to Walmart customers,” … “At Walmart, finding ways to help our customers live a little better each day is at the heart of everything we do.”

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869

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