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The rise and rise of gourmet cook-at-home meal-kit subscription service Blue Apron

Busy e‑commerce man­agers, like every­one after hard day’s work, need to eat when they arrive home quak­ing with hunger. How­ev­er, decid­ing what to cook can be a drag, espe­cial­ly if you need to go back out to the gro­cery store to fetch that all-impor­­tant garam masala or turmer­ic. New York e‑commerce start­up Blue Apron is tak­ing the strain out of home cook­ing for busy pro­fes­sion­als with its sub­scrip­tion deliv­ery ser­vice of mouth­wa­ter­ing meal kits that top chefs would approve of. Every e‑commerce manager’s dream  Accord­ing to For­tune, the start­up, which launched in 2012, is about to close a Series C round esti­mat­ed to be between $40million and $50million, and a $500million val­u­a­tion. It’s got some com­pe­ti­tion, to be sure (New York neigh­bor Plat­ed being one), but it seems to be get­ting a lot right. While some rivals, like Los Ange­les-based Pop­Up Pantry, have gone to the wall, Blue Apron is going from strength to strength. At the end of March, it announced it was serv­ing half a mil­lion meals per month – way up from the 100,000 per month it was deliv­er­ing in August last year. At $10 per meal, that trans­lates into a rev­enue run rate of $60 mil­lion.…

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