What does this service offer me?įor me, Blue Apron’s service turns what I often find to be a tedious task - fixing a healthy meal after a long workday - into an event.

I’ve been cooking for myself for years, have tons of cooking equipment, and feel I know my way around a kitchen very well. The service seems tailor-made for a new cook: someone recently out of college, with a well-paying job that allows them to spend a little more on food and on the convenience of having someone else shop for it.īut that doesn’t describe me as a member. The ingredients are of very good quality, and the instructions in the recipes are clear and simple, with each meal taking a half hour to 45 minutes to prepare and requiring only basic booking equipment. This service sends the pre-measured ingredients for three meals to me each week, along with illustrated and easy-to-follow recipes for each meal. If you sign up to have a box of groceries and matching recipes delivered to your house every week, what are you buying? Convenience and the chance to avoid grocery checkout lines? A fancy meal that you have to cook yourself? Or the experience of making something new?

Blue apron cook book