Meal Kit Companies Spending More Money to Attract Customers as Competition Heats Up

Companies like Blue Apron, which deliver recipe ingredients to your home, are spending more money on ads and discounts to win over customers. This is happening because grocery stores, Amazon Fresh (Amazon's grocery delivery service), and food delivery apps are now offering similar convenience—getting groceries or meals to your door quickly and easily. Meal kit companies used to be special and different from other options, but now customers have so many choices that meal kit companies have to work harder and spend more money to convince people to use them instead of picking a grocery delivery service or ordering takeout. This is similar to what happened to other specialized services in the past: when bigger, broader companies enter their market, they lose their advantage.