Companies like Blue Apron, Plated, and HelloFresh like to pitch their services as a solution for busy consumers who want an easier way to plan their meals, but a new spending analysis shows that the vast majority of customers don’t stick with these services over the long term.
研究公司1010Data分析了代表数百万消费者的消费者支出数据，揭示了主要的餐食送货服务的重大保留问题，该服务每周都会向客户提供预先分配的成分的船舶食谱。在第二周之后，发现1010DATA的蓝色围裙只有大约50％的顾客坚持使用。订阅六个月，只剩下约10％。该公司找到了类似的模式，用于Hellofresh和plated。
这些发现与公司本身对自己的客户忠诚度的评价形成了鲜明的对比。
“我们坚持使用我们的蓝色围裙的客户适应了他们的生活方式。他们一周又一周又一周订购，这成为他们为家人做晚餐的方式。告诉德赢提款本月初。
蓝色围裙，镀金和Hellofresh的发言人都说1010DATA分析不准确，但他们拒绝提供准确的数据。
同时，该公司支持数据。“While there is no way to test specifically how these metrics compare to companies’ actual performance, spending trends in our data compare strongly to publicly reported comparable metrics from companies,” Natalie Seidman, 1010data’s senior vice president of data insights, said in an email. “[W]e have many clients of our data products who are confident enough in the representativeness of data to incorporate the insights we provide into their decision-making.”
If a large number of people drop their subscriptions, it is a problem for meal-kit companies because they often spend a lot of money to encourage customers to sign up. Blue Apron, for instance, offers a $30 discount to first-time customers, the equivalent of about three meals. HelloFresh offers a $15 discount to new customers. Plated offers two free meals with the first order. If customers don’t stick with their subscriptions for long, these companies don’t recoup that marketing spend.
尽管存在保留问题，但1010DATA发现，自2014年以来，餐食行业已增长了500％。食品协议公司估计，10年内，类别将占30亿至50亿美元的在线食品购物业务。
根据1010DATA的说法，蓝色围裙的销量是Hellofresh的三倍，约为镀板的销售额的12倍。
Hellofresh最近推迟了其首次公开发行投资者以26亿英镑的估值拒绝（文章是在Paywall后面的）。蓝色围裙也是据报道探索IPO，估值为30亿美元。