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Analitiki pravijo, da Chipotle izgube pri prodaji ne bo povrnil vsaj leta 2018

Analitiki pravijo, da Chipotle izgube pri prodaji ne bo povrnil vsaj leta 2018

Ponudbe hrane so kratkoročna, netrajnostna rešitev

Analitiki menijo, da trenutno vrednotenje družbe "odraža preveč optimistične napovedi" na Chipotlejevi poti do okrevanja.

Analitiki o prihodnosti Chipotle: Dobro, vendar ne odlično.

Delnice družbe je znižalo investicijsko podjetje Wedbush Securities, ki je navedlo, da - v najboljšem primeru - podjetje ne bo izterjalo svojih prodajnih izgub zaradi izbruhov bolezni, ki se prenašajo s hrano, vsaj leta 2018, poroča CNBC.

Analitiki podjetja Wedbush v zapisu o raziskavi pišejo: "Glede na naše prepričanje, da sedanje vrednotenje odraža preveč optimistične napovedi glede Chipotlejeve poti do okrevanja, smo delnice znižali na slabše od nevtralnih." Znižala je ciljno ceno delnic Chipotle na 450 USD s 450 USD in odvrača vlagatelje od lastništva delnic v podjetju, saj se "ekonomija enote morda ne bo okrepila, tudi če prodaja uspe".

Čeprav družba poroča, da je izterjala približno tretjino svoje prodaje, analitiki pravijo, da strategija podarjanja podjetja ni le nevzdržna, ampak mora še dokazati svojo sposobnost ohranjanja prodaje brez kuponov.

"Modeliramo postopen oživitev prometa do leta 2016 z okrepljenim kratkoročnim trženjem, na katerega bi lahko opozoril osamljeni voznik," pravijo Wedbushovi analitiki.


Ljudje imajo radi komplete obrokov, vendar je njihov poslovni model nevzdržen

Modri ​​predpasnik in drugi tradicionalni kompleti obrokov se med drugimi soočajo z naraščajočo kategorijo konkurentov

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Kompleti obrokov naj bi v ZDA prenovili večerjo in zaposlenim delavcem pomagali privoščiti ljubezen do kuhanja brez bremena nakupovanja posameznih sestavin.

Zdaj se zdi, da številni akterji, ki so se pojavili v zadnjih letih-po podatkih The Motley Fool danes v ZDA deluje več kot 150 podjetij za pripravo obrokov-podpirajo poslovni model, ki je nevzdržen, kar kaže, da je pretresenje vse pa neizogibno.

"Sektor jedi je zelo podoben razcvetu in razpadu poznih 90 -ih," je dejal Darren Seifer, analitik industrije hrane in pijače pri skupini NPD. "Veliko konkurentov se bori za tržni delež in se ne osredotoča na bistvo."

Glavni problem, s katerim se srečujejo ponudniki kompletov obrokov, so visoki stroški pridobivanja strank in težave pri zadrževanju tistih strank, ki lahko hitro nadaljujejo z naslednjo modno muho. Potem so tu še stroški plačevanja osebja za sestavljanje sestavin ter embalaža in logistika, potrebni za dostavo zelo pokvarljivega izdelka.

"Med osebjem za zbiranje škatel, stroški pošiljanja [in drugimi stroški] se sliši, da bi to lahko bil drag poslovni model," je dejal Seifer.

Zaenkrat Blue Apron Holdings Inc. APRN, -8,93% in HelloFresh SE HFG, -1,00%, dva največja javno prodajana ponudnika kompletov obrokov za igro, nista dosegla dobička. Blue Apron je bil ustanovljen leta 2012, HelloFresh s sedežem v Berlinu pa leta 2011. Delnice Blue Apron so v zadnjih 12 mesecih padle za 60%, medtem ko je S&P 500 SPX -0,36% pridobil 5%.

Razpoke se začenjajo kazati tudi drugod. V začetku tega meseca se je Chef’d nenadoma zaprl in ga je prevzelo svetovalno podjetje za pakirano hrano True Food Innovations, ki bo ustavilo poslovanje e-trgovine, dokler ne ugotovi, kako bi bilo dobičkonosno, kot poroča The Wall Street Journal.

Propad kuharja je razočaran, saj je bil eden od igralcev, ki je imel ponudbe s fizičnimi trgovci na drobno, poročila trgovcev z živili pa so nakazovala, da je prodaja zdrava. Novica je privedla do ugibanj o tem, kdo se bo naslednji zaprl ali združil z večjim igralcem.

V tem sektorju so podjetja že sklenila posle in sklenila zavezništva. Albertsons Cos. Je napovedal, da bo kupil Plated septembra 2017. Blue Apron je maja napovedal pilotsko partnerstvo s Costco Wholesale Corp. COST, +0,86% maja.

HelloFresh S.E je junija dejal, da bodo njegove komplete obrokov letos prodajali v 600 trgovinah Giant Food in Stop & Shop. Maja je Kroger Co. KR +1,42% napovedal posel za nakup kompleta obrokov Home Chef za do 700 milijonov dolarjev.

Marca lani sta Martha Stewart in Amazon.com Inc. AMZN sodelovala -1,45% s servisom Marley Spoon.

V nekaterih primerih trgovci z živili lansirajo lastne komplete obrokov, pri čemer je Walmart Inc. WMT +0,18% marca napovedal, da bodo letos na voljo v 2000 trgovinah.

Za tista podjetja s kompleti obrokov, ki ostajajo, je občinstvo morda preveč nišno.

"Majhen del prebivalstva želi takšne izdelke, vendar jih preprosto ni dovolj, da bi ohranili vsa ta podjetja, ki želijo igrati," je povedal Gary Stibel, ustanovitelj in izvršni direktor New England Consulting Group.

Podatki Nielsena, objavljeni marca, kažejo, da poraba kompletov obrokov raste trikrat hitreje kot drugi kanali, kar kaže, da so potrošnikom všeč. 9% Američanov ali 10,5 milijona gospodinjstev je reklo, da so v zadnjih šestih mesecih kupili komplet obrokov.

Poročilo o prihodnosti večerje v Ameriki, ki ga je objavila skupina NPD, ponazarja, kako se je večerja doma spremenila zaradi dostopa do dostave živil, kompletov obrokov, aplikacij za mobilne naprave in še več, s poudarkom na udobju.

Toda študije, navedene v nedavnem poročilu eMarketer, kažejo, da potrošnikom morda ne bo všeč zamisel, da bi jih zaprli v naročnino. "Počutim se, kot da bi se naročninski model v naslednjih letih končal," je dejal Seifer iz NPD. "Modeli, ki ne zahtevajo naročnine, je to ključ."

In tu je še novost kompletov obrokov, ki se obrabijo.

"Osredotočeni smo na pridobivanje novih strank, nato pa pozabijo nahraniti temeljne stranke, ki se utrudijo in nadaljujejo z naslednjo sijočo stvarjo," je dejal Stibel.

Stibel pričakuje, da bodo kompleti obrokov Chick-fil-A, ki se bodo 27. avgusta predstavili v 150 restavracijah po vsej Atlanti, "briljantni" in bodo vozniki prometa. Komplete piščančjega fil-A naj bi pripravili v 30 minutah. Na voljo bodo do 17. novembra in stanejo 15,89 USD na komplet, ki služi dvema osebama.

"Ne marajo vsi Chick-fil-A, ampak ljudje, ki imajo radi Chick-fil-A, ga imajo radi," je dejal in napovedal, da bo piščančja veriga razširila svojo ponudbo obrokov, ko bo test končan.

Podjetja, ki sledijo tradicionalnemu modelu obrokov, še vedno iščejo inovacije.

Purple Carrot, 100% rastlinsko podjetje za pripravo obrokov, je pravkar predstavilo nov meni, ki vključuje tri načrte: Quick & Easy za obroke, kuhane v 30 minutah ali manj z visoko vsebnostjo beljakovin, za "povečanje energije" in Chef's Choice, za nove jedi , kot so curring korenčkovi ocvrtki z mangovo avokadovo solato in tamarind chutney.

"Čeprav je bilo glede izzivov kategorije obrokov za e-trgovino veliko hrupa, smo še naprej inovirali našo ponudbo izdelkov, hkrati pa dosegli stalen napredek glede marž in dobičkonosnosti," je dejal Andy Levitt, ustanovitelj in izvršni direktor Purple Carrot, ki je maja dobil 4 milijone dolarjev infuzije iz Fresh del Monte Produce Inc. FDP, +0,43%.

"Za potrošnike je ogromno izbire, vendar verjamem, da zmagovalca ne bo prišlo do vsega," je dejal Levitt. "Namesto tega bodo ponudbe e-trgovine, kot je naša, obravnavale vsaj tri noči načrtovanja obrokov, trgovina z živili in restavracije pa bodo zapolnile preostanek."

Načrti obrokov vijoličnega korenja so 12 USD na obrok ali 72 USD na teden za tri obroke, od katerih vsak služi dvema osebama, kar bi lahko bila še ena ovira. Seifer iz NPD poudarja, da je 10 dolarjev na obrok drago za večino države.

Cilj je "udobno zagotavljanje na ugoden način, kompleti obrokov pa tega še ne dosegajo ali pa potrošnikov še niso prepričali o vrednosti."


Ljudje imajo radi komplete obrokov, vendar je njihov poslovni model nevzdržen

Modri ​​predpasnik in drugi tradicionalni kompleti obrokov se med drugim soočajo z naraščajočo kategorijo konkurentov

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  • Ikona Facebook
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  • Ikona Linkedin
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  • Spremeni velikost ikone

Referenčni simboli

Kompleti obrokov naj bi v ZDA prenovili večerjo in zaposlenim delavcem pomagali privoščiti ljubezen do kuhanja brez bremena nakupovanja posameznih sestavin.

Zdaj se zdi, da številni akterji, ki so se pojavili v zadnjih letih-po podatkih The Motley Fool danes v ZDA deluje več kot 150 podjetij za pripravo obrokov-podpirajo poslovni model, ki je nevzdržen, kar nakazuje, da je pretresenje vse pa neizogibno.

"Sektor jedi je zelo podoben razcvetu in razpadu poznih 90 -ih," je dejal Darren Seifer, analitik industrije hrane in pijače pri skupini NPD. "Veliko konkurentov se bori za tržni delež in se ne osredotoča na bistvo."

Glavni problem, s katerim se srečujejo ponudniki kompletov obrokov, so visoki stroški pridobivanja strank in težave pri zadrževanju tistih strank, ki lahko hitro nadaljujejo z naslednjo modno muho. Potem so tu še stroški plačevanja osebja za sestavljanje sestavin ter embalaža in logistika, potrebni za dostavo zelo pokvarljivega izdelka.

"Med osebjem za zbiranje škatel, stroški pošiljanja [in drugimi stroški] se sliši, da bi to lahko bil drag poslovni model," je dejal Seifer.

Za zdaj Blue Apron Holdings Inc. APRN, -8,93% in HelloFresh SE HFG, -1,00%, dva največja javno prodajana ponudnika obrokov s čisto igro, nista dosegla dobička. Blue Apron je bil ustanovljen leta 2012, HelloFresh s sedežem v Berlinu pa leta 2011. Delnice Blue Apron so se v zadnjih 12 mesecih znižale za 60%, medtem ko je S&P 500 SPX -0,36% pridobil 5%.

Razpoke se začenjajo kazati tudi drugod. V začetku tega meseca se je Chef’d nenadoma zaprl in ga je prevzelo svetovalno podjetje za pakirano hrano True Food Innovations, ki bo ustavilo poslovanje e-trgovine, dokler ne ugotovi, kako bi bilo dobičkonosno, kot poroča The Wall Street Journal.

Propad kuharja je razočaran, saj je bil eden od igralcev, ki so se ukvarjali z dobavo s fizičnimi trgovci na drobno, poročila trgovcev z živili pa so nakazovala, da je prodaja zdrava. Novica je privedla do ugibanj o tem, kdo se bo naslednji zaprl ali združil z večjim igralcem.

V tem sektorju so podjetja že sklenila posle in sklenila zavezništva. Albertsons Cos. Je napovedal, da bo kupil Plated septembra 2017. Blue Apron je maja napovedal pilotsko partnerstvo s Costco Wholesale Corp. COST, +0,86% maja.

HelloFresh S.E je junija dejal, da bodo njegove komplete obrokov letos prodajali v 600 trgovinah Giant Food in Stop & Shop. Maja je Kroger Co. KR +1,42% napovedal posel za nakup kompleta obrokov Home Chef za do 700 milijonov dolarjev.

Marca lani sta Martha Stewart in Amazon.com Inc. AMZN sodelovala -1,45% s servisom Marley Spoon.

V nekaterih primerih trgovci z živili lansirajo lastne komplete obrokov, pri čemer je Walmart Inc. WMT +0,18% marca napovedal, da bodo letos na voljo v 2000 trgovinah.

Za tista podjetja s kompleti obrokov, ki ostajajo, je občinstvo morda preveč nišno.

"Majhen del prebivalstva želi takšne izdelke, vendar jih preprosto ni dovolj, da bi ohranili vsa ta podjetja, ki želijo igrati," je povedal Gary Stibel, ustanovitelj in izvršni direktor New England Consulting Group.

Podatki Nielsena, objavljeni marca, kažejo, da poraba kompletov obrokov raste trikrat hitreje kot drugi kanali, kar kaže, da so potrošnikom všeč. 9% Američanov ali 10,5 milijona gospodinjstev je reklo, da so v zadnjih šestih mesecih kupili komplet obrokov.

Poročilo o prihodnosti večerje v Ameriki, ki ga je objavila skupina NPD, ponazarja, kako se je večerja doma spremenila zaradi dostopa do dostave živil, kompletov obrokov, aplikacij za mobilne naprave in še več, s poudarkom na udobju.

Toda študije, navedene v nedavnem poročilu eMarketer, kažejo, da potrošnikom morda ne bo všeč zamisel, da bi jih zaprli v naročnino. "Počutim se, kot da bi se naročninski model v naslednjih letih končal," je dejal Seifer iz NPD. "Modeli, ki ne zahtevajo naročnine, je to ključ."

In tu je še novost kompletov obrokov, ki se obrabijo.

"Osredotočeni smo na pridobivanje novih strank, nato pa pozabijo nahraniti temeljne stranke, ki se utrudijo in nadaljujejo z naslednjo sijočo stvarjo," je dejal Stibel.

Stibel pričakuje, da bodo kompleti obrokov Chick-fil-A, ki se bodo 27. avgusta predstavili v 150 restavracijah po vsej Atlanti, "briljantni" in bodo vozniki prometa. Komplete piščančjega fil-A naj bi pripravili v 30 minutah. Na voljo bodo do 17. novembra in stanejo 15,89 USD na komplet, ki služi dvema osebama.

"Ne marajo vsi Chick-fil-A, ampak ljudje, ki imajo radi Chick-fil-A, ga imajo radi," je dejal in napovedal, da bo piščančja veriga razširila svojo ponudbo obrokov, ko bo test končan.

Podjetja, ki sledijo tradicionalnemu modelu obrokov, še vedno iščejo inovacije.

Purple Carrot, 100% rastlinsko podjetje za pripravo obrokov, je pravkar predstavilo nov meni, ki vključuje tri načrte: Quick & Easy za obroke, kuhane v 30 minutah ali manj z visoko vsebnostjo beljakovin, za "povečanje energije" in Chef's Choice, za nove jedi , kot so curring korenčkovi ocvrtki z mangovo avokadovo solato in tamarind chutney.

"Čeprav je bilo glede izzivov kategorije obrokov za e-trgovino veliko hrupa, smo še naprej inovirali našo ponudbo izdelkov, hkrati pa dosegli stalen napredek glede marž in dobičkonosnosti," je dejal Andy Levitt, ustanovitelj in izvršni direktor Purple Carrot, ki je maja dobil 4 milijone dolarjev infuzije iz Fresh del Monte Produce Inc. FDP, +0,43%.

"Za potrošnike je ogromno izbire, vendar verjamem, da zmagovalca ne bo prišlo do vsega," je dejal Levitt. "Namesto tega bodo ponudbe e-trgovine, kot je naša, obravnavale vsaj tri noči načrtovanja obrokov, trgovina z živili in restavracije pa bodo zapolnile preostanek."

Načrti obrokov vijoličnega korenja so 12 USD na obrok ali 72 USD na teden za tri obroke, od katerih vsak služi dvema osebama, kar bi lahko bila še ena ovira. Seifer iz NPD poudarja, da je 10 dolarjev na obrok drago za večino države.

Cilj je "udobno zagotavljanje na ugoden način, kompleti obrokov pa tega še ne dosegajo ali pa potrošnikov še niso prepričali o vrednosti."


Ljudje imajo radi obroke, vendar je njihov poslovni model nevzdržen

Modri ​​predpasnik in drugi tradicionalni kompleti obrokov se med drugim soočajo z naraščajočo kategorijo konkurentov

  • Ikona e -pošte
  • Ikona Facebook
  • Ikona Twitter
  • Ikona Linkedin
  • Ikona flipboard
  • Ikona za tiskanje
  • Spremeni velikost ikone

Referenčni simboli

Kompleti obrokov naj bi v ZDA prenovili večerjo in zaposlenim delavcem pomagali privoščiti ljubezen do kuhanja brez bremena nakupovanja posameznih sestavin.

Zdaj se zdi, da številni akterji, ki so se pojavili v zadnjih letih-po podatkih The Motley Fool danes v ZDA deluje več kot 150 podjetij za pripravo obrokov-podpirajo poslovni model, ki je nevzdržen, kar nakazuje, da je pretresenje vse pa neizogibno.

"Sektor jedi je zelo podoben razcvetu in razpadu poznih 90 -ih," je dejal Darren Seifer, analitik industrije hrane in pijače pri skupini NPD. "Veliko konkurentov se bori za tržni delež in se ne osredotoča na bistvo."

Glavni problem, s katerim se srečujejo ponudniki kompletov obrokov, so visoki stroški pridobivanja strank in težave pri zadrževanju tistih strank, ki lahko hitro nadaljujejo z naslednjo modno muho. Potem so tu še stroški plačevanja osebja za sestavljanje sestavin ter embalaža in logistika, potrebni za dostavo zelo pokvarljivega izdelka.

"Med osebjem za zbiranje škatel, stroški pošiljanja [in drugimi stroški] se sliši, da bi to lahko bil drag poslovni model," je dejal Seifer.

Zaenkrat Blue Apron Holdings Inc. APRN, -8,93% in HelloFresh SE HFG, -1,00%, dva največja javno prodajana ponudnika kompletov obrokov za igro, nista dosegla dobička. Blue Apron je bil ustanovljen leta 2012, HelloFresh s sedežem v Berlinu pa leta 2011. Delnice Blue Apron so se v zadnjih 12 mesecih znižale za 60%, medtem ko je S&P 500 SPX -0,36% pridobil 5%.

Razpoke se začenjajo kazati tudi drugod. V začetku tega meseca se je Chef’d nenadoma zaprl in ga je prevzelo svetovalno podjetje za pakirano hrano True Food Innovations, ki bo ustavilo poslovanje e-trgovine, dokler ne ugotovi, kako bi bilo dobičkonosno, kot poroča The Wall Street Journal.

Propad kuharja je razočaran, saj je bil eden od igralcev, ki je imel ponudbe s fizičnimi trgovci na drobno, poročila trgovcev z živili pa so nakazovala, da je prodaja zdrava. Novica je privedla do ugibanj o tem, kdo se bo naslednji zaprl ali združil z večjim igralcem.

V tem sektorju so podjetja že sklenila posle in sklenila zavezništva. Albertsons Cos. Je napovedal, da bo kupil Plated septembra 2017. Blue Apron je maja napovedal pilotsko partnerstvo s Costco Wholesale Corp. COST, +0,86% maja.

HelloFresh S.E je junija dejal, da bodo njegove komplete obrokov letos prodajali v 600 trgovinah Giant Food in Stop & Shop. Maja je Kroger Co. KR +1,42% napovedal posel za nakup kompleta obrokov Home Chef za do 700 milijonov dolarjev.

Marca lani sta Martha Stewart in Amazon.com Inc. AMZN sodelovala -1,45% s servisom Marley Spoon.

V nekaterih primerih trgovci z živili lansirajo lastne komplete obrokov, pri čemer je Walmart Inc. WMT +0,18% marca napovedal, da bodo letos na voljo v 2000 trgovinah.

Za tista podjetja s kompleti obrokov, ki ostajajo, je občinstvo morda preveč nišno.

"Majhen del prebivalstva želi takšne izdelke, vendar jih preprosto ni dovolj, da bi ohranili vsa ta podjetja, ki želijo igrati," je povedal Gary Stibel, ustanovitelj in izvršni direktor New England Consulting Group.

Nielsenovi podatki, objavljeni marca, kažejo, da poraba kompleta obrokov raste trikrat hitreje kot drugi kanali, kar kaže, da so potrošnikom všeč. 9% Američanov ali 10,5 milijona gospodinjstev je reklo, da so v zadnjih šestih mesecih kupili komplet obrokov.

Poročilo o prihodnosti večerje v Ameriki, ki ga je objavila skupina NPD, ponazarja, kako se je večerja doma spremenila zaradi dostopa do dostave živil, kompletov obrokov, aplikacij za mobilne naprave in še več, s poudarkom na udobju.

Toda študije, navedene v nedavnem poročilu eMarketer, kažejo, da potrošnikom morda ne bo všeč zamisel, da bi jih zaprli v naročnino. "Počutim se, kot da bi se naročninski model v naslednjih letih končal," je dejal Seifer iz NPD. "Modeli, ki ne zahtevajo naročnine, je to ključ."

In tu je še novost kompletov obrokov, ki se izčrpajo.

"Osredotočeni smo na pridobivanje novih strank, nato pa pozabijo nahraniti temeljne stranke, ki se utrudijo in nadaljujejo z naslednjo sijočo stvarjo," je dejal Stibel.

Stibel pričakuje, da bodo kompleti obrokov Chick-fil-A, ki se bodo 27. avgusta predstavili v 150 restavracijah po vsej Atlanti, "briljantni" in bodo vozniki prometa. Komplete piščančjega fil-A naj bi pripravili v 30 minutah. Na voljo bodo do 17. novembra in stanejo 15,89 USD na komplet, ki služi dvema osebama.

"Ni vsak všeč Chick-fil-A, toda ljudje, ki imajo radi Chick-fil-A, ga imajo radi," je dejal in napovedal, da bo piščančja veriga razširila svojo ponudbo obrokov, ko bo test končan.

Podjetja, ki sledijo tradicionalnemu modelu obrokov, še vedno iščejo inovacije.

Purple Carrot, 100% rastlinsko podjetje za pripravo obrokov, je pravkar predstavilo nov meni, ki vključuje tri načrte: Quick & Easy za obroke, kuhane v 30 minutah ali manj z visoko vsebnostjo beljakovin, za "povečanje energije" in Chef's Choice, za nove jedi , kot so curring korenčkovi zrnci z mangovo avokadovo solato in tamarind chutney.

"Čeprav je bilo glede izzivov kategorije obrokov za e-trgovino veliko hrupa, smo še naprej inovirali našo ponudbo izdelkov, hkrati pa dosegli stalen napredek glede marž in dobičkonosnosti," je dejal Andy Levitt, ustanovitelj in izvršni direktor Purple Carrot, ki je maja dobil 4 milijone dolarjev infuzije iz Fresh del Monte Produce Inc. FDP, +0,43%.

"Za potrošnike je ogromno izbire, vendar verjamem, da zmagovalca ne bo prišlo do vsega," je dejal Levitt. "Namesto tega bodo ponudbe e-trgovine, kot je naša, obravnavale vsaj tri noči načrtovanja obrokov, trgovina z živili in restavracije pa bodo zapolnile preostanek."

Načrti obrokov vijoličnega korenja so 12 USD na obrok ali 72 USD na teden za tri obroke, od katerih vsak služi dvema osebama, kar bi lahko bila še ena ovira. Seifer iz NPD poudarja, da je 10 dolarjev na obrok drago za večino države.

Cilj je "udobno zagotavljanje na ugoden način, kompleti obrokov pa tega še ne dosegajo ali pa potrošnikov še niso prepričali o vrednosti."


Ljudje imajo radi obroke, vendar je njihov poslovni model nevzdržen

Modri ​​predpasnik in drugi tradicionalni kompleti obrokov se med drugimi soočajo z naraščajočo kategorijo konkurentov

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Kompleti obrokov naj bi v ZDA prenovili večerjo in zaposlenim delavcem pomagali privoščiti ljubezen do kuhanja brez bremena nakupovanja posameznih sestavin.

Zdaj se zdi, da številni akterji, ki so se pojavili v zadnjih letih-po podatkih The Motley Fool danes v ZDA deluje več kot 150 podjetij za pripravo obrokov-podpirajo poslovni model, ki je nevzdržen, kar nakazuje, da je pretresenje vse pa neizogibno.

"Sektor jedi je zelo podoben razcvetu in razpadu poznih 90 -ih," je dejal Darren Seifer, analitik industrije hrane in pijače pri skupini NPD. "Veliko konkurentov se bori za tržni delež in se ne osredotoča na bistvo."

Glavni problem, s katerim se srečujejo ponudniki kompletov obrokov, so visoki stroški pridobivanja strank in težave pri zadrževanju tistih strank, ki lahko hitro nadaljujejo z naslednjo modno muho. Potem so tu še stroški plačevanja osebja za sestavljanje sestavin ter embalaža in logistika, potrebni za dostavo zelo pokvarljivega izdelka.

"Med osebjem za zbiranje škatel, stroški pošiljanja [in drugimi stroški] se sliši, da bi to lahko bil drag poslovni model," je dejal Seifer.

Za zdaj Blue Apron Holdings Inc. APRN, -8,93% in HelloFresh SE HFG, -1,00%, dva največja javno prodajana ponudnika obrokov s čisto igro, nista dosegla dobička. Blue Apron je bil ustanovljen leta 2012, HelloFresh s sedežem v Berlinu pa leta 2011. Delnice Blue Apron so se v zadnjih 12 mesecih znižale za 60%, medtem ko je S&P 500 SPX -0,36% pridobil 5%.

Razpoke se začenjajo kazati tudi drugod. V začetku tega meseca se je Chef’d nenadoma zaprl in ga je prevzelo svetovalno podjetje za pakirano hrano True Food Innovations, ki bo ustavilo poslovanje e-trgovine, dokler ne ugotovi, kako bi bilo dobičkonosno, kot poroča The Wall Street Journal.

Propad kuharja je razočaran, saj je bil eden od igralcev, ki je imel ponudbe s fizičnimi trgovci na drobno, poročila trgovcev z živili pa so nakazovala, da je prodaja zdrava. Novica je privedla do ugibanj o tem, kdo se bo naslednji zaprl ali združil z večjim igralcem.

V tem sektorju so podjetja že sklenila posle in sklenila zavezništva. Albertsons Cos. Je napovedal, da bo kupil Plated septembra 2017. Blue Apron je maja napovedal pilotsko partnerstvo s Costco Wholesale Corp. COST, +0,86% maja.

HelloFresh S.E je junija dejal, da bodo njegove komplete obrokov letos prodajali v 600 trgovinah Giant Food in Stop & Shop. Maja je Kroger Co. KR +1,42% napovedal posel za nakup kompleta obrokov Home Chef za do 700 milijonov dolarjev.

Marca lani sta Martha Stewart in Amazon.com Inc. AMZN sodelovala -1,45% s servisom Marley Spoon.

V nekaterih primerih trgovci z živili lansirajo lastne komplete obrokov, pri čemer je Walmart Inc. WMT +0,18% marca napovedal, da bodo letos na voljo v 2000 trgovinah.

Za tista podjetja s kompleti obrokov, ki ostajajo, je občinstvo morda preveč nišno.

"Majhen del prebivalstva želi takšne izdelke, vendar jih preprosto ni dovolj, da bi ohranili vsa ta podjetja, ki želijo igrati," je povedal Gary Stibel, ustanovitelj in izvršni direktor New England Consulting Group.

Podatki Nielsena, objavljeni marca, kažejo, da poraba kompletov obrokov raste trikrat hitreje kot drugi kanali, kar kaže, da so potrošnikom všeč. 9% Američanov ali 10,5 milijona gospodinjstev je reklo, da so v zadnjih šestih mesecih kupili komplet obrokov.

Poročilo o prihodnosti večerje v Ameriki, ki ga je objavila skupina NPD, ponazarja, kako se je večerja doma spremenila zaradi dostopa do dostave živil, kompletov obrokov, mobilnih aplikacij in drugega, s poudarkom na udobju.

Toda študije, navedene v nedavnem poročilu eMarketer, kažejo, da potrošnikom morda ne bo všeč zamisel, da bi jih zaprli v naročnino. "Počutim se, kot da bi se naročninski model v naslednjih letih končal," je dejal Seifer iz NPD. "Modeli, ki ne zahtevajo naročnine, je to ključ."

In tu je še novost kompletov obrokov, ki se obrabijo.

"Osredotočeni smo na pridobivanje novih strank, nato pa pozabijo nahraniti temeljne stranke, ki se utrudijo in nadaljujejo z naslednjo sijočo stvarjo," je dejal Stibel.

Stibel pričakuje, da bodo kompleti obrokov Chick-fil-A, ki se bodo 27. avgusta predstavili v 150 restavracijah po vsej Atlanti, "briljantni" in bodo vozniki prometa. Komplete piščančjega fil-A naj bi pripravili v 30 minutah. Na voljo bodo do 17. novembra in stanejo 15,89 USD na komplet, ki služi dvema osebama.

"Ni vsak všeč Chick-fil-A, toda ljudje, ki imajo radi Chick-fil-A, ga imajo radi," je dejal in napovedal, da bo piščančja veriga razširila svojo ponudbo obrokov, ko bo test končan.

Podjetja, ki sledijo tradicionalnemu modelu obrokov, še vedno iščejo inovacije.

Purple Carrot, 100% rastlinsko podjetje za pripravo obrokov, je pravkar predstavilo nov meni, ki vključuje tri načrte: Quick & Easy za obroke, kuhane v 30 minutah ali manj z visoko vsebnostjo beljakovin, za "povečanje energije" in Chef's Choice, za nove jedi , kot so curring korenčkovi ocvrtki z mangovo avokadovo solato in tamarind chutney.

"Čeprav je bilo glede izzivov kategorije obrokov za e-trgovino veliko hrupa, smo še naprej inovirali našo ponudbo izdelkov, hkrati pa dosegli stalen napredek glede marž in dobičkonosnosti," je dejal Andy Levitt, ustanovitelj in izvršni direktor Purple Carrot, ki je maja dobil 4 milijone dolarjev infuzije iz Fresh del Monte Produce Inc. FDP, +0,43%.

"Za potrošnike je ogromno izbire, vendar verjamem, da zmagovalca ne bo prišlo do vsega," je dejal Levitt. "Namesto tega bodo ponudbe e-trgovine, kot je naša, obravnavale vsaj tri noči načrtovanja obrokov, trgovina z živili in restavracije pa bodo zapolnile preostanek."

Načrti obrokov vijoličnega korenja so 12 USD na obrok ali 72 USD na teden za tri obroke, od katerih vsak služi dvema osebama, kar bi lahko bila še ena ovira. Seifer iz NPD poudarja, da je 10 dolarjev na obrok drago za večino države.

Cilj je "zagotavljanje udobja na ugoden način, kompleti obrokov pa tega še ne dosegajo ali pa potrošnikov še niso prepričali o vrednosti."


Ljudje imajo radi komplete obrokov, vendar je njihov poslovni model nevzdržen

Modri ​​predpasnik in drugi tradicionalni kompleti obrokov se med drugimi soočajo z naraščajočo kategorijo konkurentov

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Kompleti obrokov naj bi v ZDA prenovili večerjo in zaposlenim delavcem pomagali privoščiti ljubezen do kuhanja brez bremena nakupovanja posameznih sestavin.

Zdaj se zdi, da številni akterji, ki so se pojavili v zadnjih letih-po podatkih The Motley Fool danes v ZDA deluje več kot 150 podjetij za pripravo obrokov-podpirajo poslovni model, ki je nevzdržen, kar kaže, da je pretresenje vse pa neizogibno.

"Sektor jedi je zelo podoben razcvetu in razpadu poznih 90 -ih," je dejal Darren Seifer, analitik industrije hrane in pijače pri skupini NPD. "Veliko konkurentov se bori za tržni delež in se ne osredotoča na bistvo."

Glavni problem, s katerim se soočajo ponudniki kompletov za pripravo obrokov, so visoki stroški pridobivanja strank in težave pri zadrževanju tistih strank, ki lahko hitro nadaljujejo z naslednjo muho hrane. Potem so tu še stroški plačevanja osebja za sestavljanje sestavin ter embalaža in logistika, potrebni za dostavo zelo pokvarljivega izdelka.

"Med osebjem za zbiranje škatel, stroški pošiljanja [in drugimi stroški] se sliši, da bi to lahko bil drag poslovni model," je dejal Seifer.

Zaenkrat Blue Apron Holdings Inc. APRN, -8,93% in HelloFresh SE HFG, -1,00%, dva največja javno prodajana ponudnika kompletov obrokov za igro, nista dosegla dobička. Blue Apron je bil ustanovljen leta 2012, HelloFresh s sedežem v Berlinu pa leta 2011. Delnice Blue Apron so v zadnjih 12 mesecih padle za 60%, medtem ko je S&P 500 SPX -0,36% pridobil 5%.

Razpoke se začenjajo kazati tudi drugod. V začetku tega meseca se je Chef’d nenadoma zaprl in ga je prevzelo svetovalno podjetje za pakirano hrano True Food Innovations, ki bo ustavilo poslovanje e-trgovine, dokler ne ugotovi, kako bi bilo dobičkonosno, kot poroča The Wall Street Journal.

Propad kuharja je razočaran, saj je bil eden od igralcev, ki je imel dobave s fizičnimi trgovci na drobno, poročila trgovcev z živili pa so nakazovala, da je prodaja zdrava. Novica je privedla do ugibanj o tem, kdo se bo naslednji zaprl ali združil z večjim igralcem.

V tem sektorju so podjetja že sklenila posle in sklenila zavezništva. Albertsons Cos. Je napovedal, da bo kupil Plated septembra 2017. Blue Apron je maja napovedal pilotsko partnerstvo s Costco Wholesale Corp. COST, +0,86% maja.

HelloFresh S.E je junija dejal, da bodo njegove komplete obrokov letos prodajali v 600 trgovinah Giant Food in Stop & Shop. Maja je Kroger Co. KR +1,42% napovedal posel za nakup kompleta obrokov Home Chef za do 700 milijonov dolarjev.

Marca lani sta Martha Stewart in Amazon.com Inc. AMZN sodelovala -1,45% s servisom Marley Spoon.

V nekaterih primerih trgovci z živili predstavljajo lastne komplete obrokov, pri čemer je Walmart Inc. WMT +0,18% marca napovedal, da bo letos na voljo v 2000 trgovinah.

Za tista podjetja s kompleti obrokov, ki ostajajo, je občinstvo morda preveč nišno.

"Majhen del prebivalstva želi takšne izdelke, vendar jih preprosto ni dovolj, da bi ohranili vsa ta podjetja, ki želijo igrati," je povedal Gary Stibel, ustanovitelj in izvršni direktor New England Consulting Group.

Podatki Nielsena, objavljeni marca, kažejo, da poraba kompletov obrokov raste trikrat hitreje kot drugi kanali, kar kaže, da so potrošnikom všeč. 9% Američanov ali 10,5 milijona gospodinjstev je reklo, da so v zadnjih šestih mesecih kupili komplet obrokov.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”


People like meal kits, but their business model is unsustainable

Blue Apron and other traditional meal kits are facing a growing category of competitors, among other challenges

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Meal kits were expected to overhaul dinner time in the U.S., helping busy workers indulge their love of cooking without the burden of shopping for individual ingredients.

Now, it seems the many players that have emerged in recent years—there are more than 150 meal-kit companies operating in the U.S. today, according to The Motley Fool— are backing a business model that is unsustainable, suggesting a shake-out is all but inevitable.

“The meal kit sector seems a lot like the dot com boom and bust of the late 90s,” said Darren Seifer, food and beverage industry analyst at NPD Group. “Lots of competitors jockeying for market share and not focusing on the bottom line.”

The main problem facing meal kit providers is the high cost of customer acquisition, and the difficulty of retaining those customers, who can quickly move on to embrace the next food fad. Then there’s the cost of paying staff to put the ingredients together and the packaging and logistics required to deliver a highly perishable product.

“Between having staff to get boxes together, shipping costs, [and other costs], it sounds like it could be an expensive business model,” said Seifer.

For now, Blue Apron Holdings Inc. APRN, -8.93% and HelloFresh SE HFG, -1.00% , the two biggest publicly-traded, pure-play meal-kit providers, have failed to turn a profit. Blue Apron was founded in 2012, while the Berlin-headquartered HelloFresh was founded in 2011. Blue Apron shares have fallen 60% in the last 12 months, while the S&P 500 SPX, -0.36% has gained 5%.

The cracks are beginning to show elsewhere, too. Earlier this month, Chef’d closed abruptly and was acquired by packaged-food consultancy True Food Innovations, which will halt its e-commerce operations until it has figured out how to be profitable, as The Wall Street Journal reported.

Chef’d’s demise is disappointing as it was one of the players that had supply deals with physical retailers and reports from grocers suggested sales were healthy. The news has led to speculation about who will be next to close or merge with a bigger player.

The sector has already seen companies make deals and seal alliances. Albertsons Cos. announced it was buying Plated in September 2017. Blue Apron announced a pilot partnership with Costco Wholesale Corp. COST, +0.86% in May.

HelloFresh S.E said in June that its meal kits would be sold in 600 Giant Food and Stop & Shop stores this year. In May, Kroger Co. KR, +1.42% announced a deal to purchase meal-kit company Home Chef for up to $700 million.

And last March, Martha Stewart and Amazon.com Inc. AMZN, -1.45% partnered with meal kit service Marley Spoon.

In some cases, grocers are launching their own meal kits, with Walmart Inc. WMT, +0.18% announcing in March that it will make their’s available in 2,000 stores this year.

For those meal-kit companies that remain, the audience may be too niche.

“There’s a small segment of the population that wants products like this, but simply not enough of them to keep all these companies that want to play alive,” said Gary Stibel, founder and chief executive at New England Consulting Group.

Nielsen data published in March shows that meal kit spending is growing three times faster than other channels, suggesting that consumers like them. And 9% of Americans, or 10.5 million households, said they had purchased a meal kit in the previous six months.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”


People like meal kits, but their business model is unsustainable

Blue Apron and other traditional meal kits are facing a growing category of competitors, among other challenges

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Meal kits were expected to overhaul dinner time in the U.S., helping busy workers indulge their love of cooking without the burden of shopping for individual ingredients.

Now, it seems the many players that have emerged in recent years—there are more than 150 meal-kit companies operating in the U.S. today, according to The Motley Fool— are backing a business model that is unsustainable, suggesting a shake-out is all but inevitable.

“The meal kit sector seems a lot like the dot com boom and bust of the late 90s,” said Darren Seifer, food and beverage industry analyst at NPD Group. “Lots of competitors jockeying for market share and not focusing on the bottom line.”

The main problem facing meal kit providers is the high cost of customer acquisition, and the difficulty of retaining those customers, who can quickly move on to embrace the next food fad. Then there’s the cost of paying staff to put the ingredients together and the packaging and logistics required to deliver a highly perishable product.

“Between having staff to get boxes together, shipping costs, [and other costs], it sounds like it could be an expensive business model,” said Seifer.

For now, Blue Apron Holdings Inc. APRN, -8.93% and HelloFresh SE HFG, -1.00% , the two biggest publicly-traded, pure-play meal-kit providers, have failed to turn a profit. Blue Apron was founded in 2012, while the Berlin-headquartered HelloFresh was founded in 2011. Blue Apron shares have fallen 60% in the last 12 months, while the S&P 500 SPX, -0.36% has gained 5%.

The cracks are beginning to show elsewhere, too. Earlier this month, Chef’d closed abruptly and was acquired by packaged-food consultancy True Food Innovations, which will halt its e-commerce operations until it has figured out how to be profitable, as The Wall Street Journal reported.

Chef’d’s demise is disappointing as it was one of the players that had supply deals with physical retailers and reports from grocers suggested sales were healthy. The news has led to speculation about who will be next to close or merge with a bigger player.

The sector has already seen companies make deals and seal alliances. Albertsons Cos. announced it was buying Plated in September 2017. Blue Apron announced a pilot partnership with Costco Wholesale Corp. COST, +0.86% in May.

HelloFresh S.E said in June that its meal kits would be sold in 600 Giant Food and Stop & Shop stores this year. In May, Kroger Co. KR, +1.42% announced a deal to purchase meal-kit company Home Chef for up to $700 million.

And last March, Martha Stewart and Amazon.com Inc. AMZN, -1.45% partnered with meal kit service Marley Spoon.

In some cases, grocers are launching their own meal kits, with Walmart Inc. WMT, +0.18% announcing in March that it will make their’s available in 2,000 stores this year.

For those meal-kit companies that remain, the audience may be too niche.

“There’s a small segment of the population that wants products like this, but simply not enough of them to keep all these companies that want to play alive,” said Gary Stibel, founder and chief executive at New England Consulting Group.

Nielsen data published in March shows that meal kit spending is growing three times faster than other channels, suggesting that consumers like them. And 9% of Americans, or 10.5 million households, said they had purchased a meal kit in the previous six months.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”


People like meal kits, but their business model is unsustainable

Blue Apron and other traditional meal kits are facing a growing category of competitors, among other challenges

  • Email icon
  • Facebook icon
  • Twitter icon
  • Linkedin icon
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  • Print icon
  • Resize icon

Referenced Symbols

Meal kits were expected to overhaul dinner time in the U.S., helping busy workers indulge their love of cooking without the burden of shopping for individual ingredients.

Now, it seems the many players that have emerged in recent years—there are more than 150 meal-kit companies operating in the U.S. today, according to The Motley Fool— are backing a business model that is unsustainable, suggesting a shake-out is all but inevitable.

“The meal kit sector seems a lot like the dot com boom and bust of the late 90s,” said Darren Seifer, food and beverage industry analyst at NPD Group. “Lots of competitors jockeying for market share and not focusing on the bottom line.”

The main problem facing meal kit providers is the high cost of customer acquisition, and the difficulty of retaining those customers, who can quickly move on to embrace the next food fad. Then there’s the cost of paying staff to put the ingredients together and the packaging and logistics required to deliver a highly perishable product.

“Between having staff to get boxes together, shipping costs, [and other costs], it sounds like it could be an expensive business model,” said Seifer.

For now, Blue Apron Holdings Inc. APRN, -8.93% and HelloFresh SE HFG, -1.00% , the two biggest publicly-traded, pure-play meal-kit providers, have failed to turn a profit. Blue Apron was founded in 2012, while the Berlin-headquartered HelloFresh was founded in 2011. Blue Apron shares have fallen 60% in the last 12 months, while the S&P 500 SPX, -0.36% has gained 5%.

The cracks are beginning to show elsewhere, too. Earlier this month, Chef’d closed abruptly and was acquired by packaged-food consultancy True Food Innovations, which will halt its e-commerce operations until it has figured out how to be profitable, as The Wall Street Journal reported.

Chef’d’s demise is disappointing as it was one of the players that had supply deals with physical retailers and reports from grocers suggested sales were healthy. The news has led to speculation about who will be next to close or merge with a bigger player.

The sector has already seen companies make deals and seal alliances. Albertsons Cos. announced it was buying Plated in September 2017. Blue Apron announced a pilot partnership with Costco Wholesale Corp. COST, +0.86% in May.

HelloFresh S.E said in June that its meal kits would be sold in 600 Giant Food and Stop & Shop stores this year. In May, Kroger Co. KR, +1.42% announced a deal to purchase meal-kit company Home Chef for up to $700 million.

And last March, Martha Stewart and Amazon.com Inc. AMZN, -1.45% partnered with meal kit service Marley Spoon.

In some cases, grocers are launching their own meal kits, with Walmart Inc. WMT, +0.18% announcing in March that it will make their’s available in 2,000 stores this year.

For those meal-kit companies that remain, the audience may be too niche.

“There’s a small segment of the population that wants products like this, but simply not enough of them to keep all these companies that want to play alive,” said Gary Stibel, founder and chief executive at New England Consulting Group.

Nielsen data published in March shows that meal kit spending is growing three times faster than other channels, suggesting that consumers like them. And 9% of Americans, or 10.5 million households, said they had purchased a meal kit in the previous six months.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”


People like meal kits, but their business model is unsustainable

Blue Apron and other traditional meal kits are facing a growing category of competitors, among other challenges

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Meal kits were expected to overhaul dinner time in the U.S., helping busy workers indulge their love of cooking without the burden of shopping for individual ingredients.

Now, it seems the many players that have emerged in recent years—there are more than 150 meal-kit companies operating in the U.S. today, according to The Motley Fool— are backing a business model that is unsustainable, suggesting a shake-out is all but inevitable.

“The meal kit sector seems a lot like the dot com boom and bust of the late 90s,” said Darren Seifer, food and beverage industry analyst at NPD Group. “Lots of competitors jockeying for market share and not focusing on the bottom line.”

The main problem facing meal kit providers is the high cost of customer acquisition, and the difficulty of retaining those customers, who can quickly move on to embrace the next food fad. Then there’s the cost of paying staff to put the ingredients together and the packaging and logistics required to deliver a highly perishable product.

“Between having staff to get boxes together, shipping costs, [and other costs], it sounds like it could be an expensive business model,” said Seifer.

For now, Blue Apron Holdings Inc. APRN, -8.93% and HelloFresh SE HFG, -1.00% , the two biggest publicly-traded, pure-play meal-kit providers, have failed to turn a profit. Blue Apron was founded in 2012, while the Berlin-headquartered HelloFresh was founded in 2011. Blue Apron shares have fallen 60% in the last 12 months, while the S&P 500 SPX, -0.36% has gained 5%.

The cracks are beginning to show elsewhere, too. Earlier this month, Chef’d closed abruptly and was acquired by packaged-food consultancy True Food Innovations, which will halt its e-commerce operations until it has figured out how to be profitable, as The Wall Street Journal reported.

Chef’d’s demise is disappointing as it was one of the players that had supply deals with physical retailers and reports from grocers suggested sales were healthy. The news has led to speculation about who will be next to close or merge with a bigger player.

The sector has already seen companies make deals and seal alliances. Albertsons Cos. announced it was buying Plated in September 2017. Blue Apron announced a pilot partnership with Costco Wholesale Corp. COST, +0.86% in May.

HelloFresh S.E said in June that its meal kits would be sold in 600 Giant Food and Stop & Shop stores this year. In May, Kroger Co. KR, +1.42% announced a deal to purchase meal-kit company Home Chef for up to $700 million.

And last March, Martha Stewart and Amazon.com Inc. AMZN, -1.45% partnered with meal kit service Marley Spoon.

In some cases, grocers are launching their own meal kits, with Walmart Inc. WMT, +0.18% announcing in March that it will make their’s available in 2,000 stores this year.

For those meal-kit companies that remain, the audience may be too niche.

“There’s a small segment of the population that wants products like this, but simply not enough of them to keep all these companies that want to play alive,” said Gary Stibel, founder and chief executive at New England Consulting Group.

Nielsen data published in March shows that meal kit spending is growing three times faster than other channels, suggesting that consumers like them. And 9% of Americans, or 10.5 million households, said they had purchased a meal kit in the previous six months.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”


People like meal kits, but their business model is unsustainable

Blue Apron and other traditional meal kits are facing a growing category of competitors, among other challenges

  • Email icon
  • Facebook icon
  • Twitter icon
  • Linkedin icon
  • Flipboard icon
  • Print icon
  • Resize icon

Referenced Symbols

Meal kits were expected to overhaul dinner time in the U.S., helping busy workers indulge their love of cooking without the burden of shopping for individual ingredients.

Now, it seems the many players that have emerged in recent years—there are more than 150 meal-kit companies operating in the U.S. today, according to The Motley Fool— are backing a business model that is unsustainable, suggesting a shake-out is all but inevitable.

“The meal kit sector seems a lot like the dot com boom and bust of the late 90s,” said Darren Seifer, food and beverage industry analyst at NPD Group. “Lots of competitors jockeying for market share and not focusing on the bottom line.”

The main problem facing meal kit providers is the high cost of customer acquisition, and the difficulty of retaining those customers, who can quickly move on to embrace the next food fad. Then there’s the cost of paying staff to put the ingredients together and the packaging and logistics required to deliver a highly perishable product.

“Between having staff to get boxes together, shipping costs, [and other costs], it sounds like it could be an expensive business model,” said Seifer.

For now, Blue Apron Holdings Inc. APRN, -8.93% and HelloFresh SE HFG, -1.00% , the two biggest publicly-traded, pure-play meal-kit providers, have failed to turn a profit. Blue Apron was founded in 2012, while the Berlin-headquartered HelloFresh was founded in 2011. Blue Apron shares have fallen 60% in the last 12 months, while the S&P 500 SPX, -0.36% has gained 5%.

The cracks are beginning to show elsewhere, too. Earlier this month, Chef’d closed abruptly and was acquired by packaged-food consultancy True Food Innovations, which will halt its e-commerce operations until it has figured out how to be profitable, as The Wall Street Journal reported.

Chef’d’s demise is disappointing as it was one of the players that had supply deals with physical retailers and reports from grocers suggested sales were healthy. The news has led to speculation about who will be next to close or merge with a bigger player.

The sector has already seen companies make deals and seal alliances. Albertsons Cos. announced it was buying Plated in September 2017. Blue Apron announced a pilot partnership with Costco Wholesale Corp. COST, +0.86% in May.

HelloFresh S.E said in June that its meal kits would be sold in 600 Giant Food and Stop & Shop stores this year. In May, Kroger Co. KR, +1.42% announced a deal to purchase meal-kit company Home Chef for up to $700 million.

And last March, Martha Stewart and Amazon.com Inc. AMZN, -1.45% partnered with meal kit service Marley Spoon.

In some cases, grocers are launching their own meal kits, with Walmart Inc. WMT, +0.18% announcing in March that it will make their’s available in 2,000 stores this year.

For those meal-kit companies that remain, the audience may be too niche.

“There’s a small segment of the population that wants products like this, but simply not enough of them to keep all these companies that want to play alive,” said Gary Stibel, founder and chief executive at New England Consulting Group.

Nielsen data published in March shows that meal kit spending is growing three times faster than other channels, suggesting that consumers like them. And 9% of Americans, or 10.5 million households, said they had purchased a meal kit in the previous six months.

A report on “The Future of Dinner in America” published by the NPD Group, illustrates how dinner-at-home has changed thanks to access to grocery delivery, meal kits, mobile apps, and more, with a focus on convenience.

But studies cited in a recent eMarketer report shows, consumers may not like the idea of being locked into a subscription. “I feel as though the subscription model might come to an end in the coming years,” said NPD’s Seifer. “Models not requiring subscriptions, that’s the key.”

And then there’s the novelty of meal kits, which wears off.

“There’s a focus on acquiring new customers and then they forget to feed core customers, who get tired and move on to the next shiny thing,” said Stibel.

Stibel is expecting Chick-fil-A’s meal kits, which will launch Aug. 27 in 150 restaurants across Atlanta, are “brilliant,” and will be a traffic driver. Chick-fil-A kits are meant to be prepared in 30 minutes. They will be available through November 17, and cost $15.89 per kit, which serves two people.

“Not everyone likes Chick-fil-A, but the people who like Chick-fil-A love it,” he said, predicting that the chicken chain will expand its meal kits offering when the test is through.

Companies that follow the traditional meal kit model are still looking for innovation.

Purple Carrot, a 100% plant-based meal kit company, just launched a new menu that includes three plans: Quick & Easy for meals cooked in 30 minutes or less High Protein, for an “energy boost” and Chef’s Choice, for new dishes, like Curried Carrot Fritters with Mango Avocado Salad and Tamarind Chutney.

“While there has been a lot of noise about the challenges of the e-commerce meal kit category, we have continued to innovate our product offering while making steady progress with respect to margins and profitability,” said Andy Levitt, founder and chief executive of Purple Carrot, which got a $4 million infusion from Fresh del Monte Produce Inc. FDP, +0.43% in May.

“There is an abundance of choice for consumers, yet I believe that there won’t be a winner-take-all outcome,” Levitt said. “Instead, e-commerce offerings like ours will address at least three nights of meal planning, and grocery and restaurants will fill in the balance.”

Purple Carrot meal plans are priced at $12 per meal, or $72 per week, for three meals that each serve two people, which could be another hurdle. NPD’s Seifer points out that $10 per meal is expensive for a lot of the country.

The goal is “delivering on convenience in an affordable manner, and meal kits aren’t delivering on that yet or haven’t convinced consumers of the value yet.”