Insider Q&A: Blue Apron CEO Findley talks rising food costs
ABC News
Blue Apron was struggling at the start of 2020
Blue Apron was struggling at the start of 2020. The meal kit company was trying to boost sales with new options like premium meals, but it was also considering putting itself up for sale.
Then the pandemic happened. Almost overnight, New York-based Blue Apron gained thousands of customers as restaurants closed and people tried to limit grocery trips.
President and CEO Linda Findley said Blue Apron could have tried to further inflate its customer base during that period. But she stuck to the company’s turnaround plan, adding even more options like premade meals, wellness-focused recipes and add-ons like desserts. The company has also tried to cut prep times; most of its meals can now be made in 35 minutes or less.
“I said multiple times, ‘It’s a pandemic, not a business model,’” Findley said. “I didn’t want to drive growth off this difficult situation. I was really looking to stay the course and build sustainable growth.”
