Meanwhile, Instacart has surged in the online grocery category. DoorDash, in particular, has used the crisis to gain an ever greater position of dominance in meal delivery. Restaurant delivery has seen the third-highest growth of online orders behind electronics and groceries, according to Earnest Research.Īccording to the data, Blue Apron trails DoorDash, Grubhub, Uber Eats, Postmates and HelloFresh. Uber 's reported bid for Grubhub speaks to the broader push to consolidate delivery models at the time, and as gains are accruing for some companies quicker than others during the pandemic. The moment is ripe for big moves to cement industry dominance.
We have temporarily shifted some of our marketing dollars to ramping up production and engaging our existing customers with content, social engagement and support for staying at home," Blue Apron noted during its recent earnings call.īlue Apron is hiring more temporary staff for its fulfillment centers and reducing the variety of recipes on offer so they can handle more orders. "While marketing remains an essential part of our business, we have slowed and adjusted our marketing spend based on the heightened demand we've been seeing. That marketing spend also has faced pressure from the unexpected coronavirus surge.
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