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Analytikere siger, at Chipotle ikke vil genoprette salgstab før mindst 2018

Analytikere siger, at Chipotle ikke vil genoprette salgstab før mindst 2018


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Madgiveaways anført som en kortsigtet, uholdbar løsning

Analytikere mener, at virksomhedens nuværende værdiansættelse "afspejler et alt for optimistisk udsyn" på Chipotles vej til bedring.

Analytikere om fremtiden for Chipotle: God, men ikke stor.

Selskabets aktie blev nedprioriteret af investeringsselskabet Wedbush Securities, der erklærede, at selskabet - i bedste fald - først vil genoprette sine salgstab fra fødevarebårne sygdomsudbrud, i hvert fald i 2018, rapporterer CNBC.

I en forskningsnotat skriver Wedbush -analytikere: "Baseret på vores overbevisning om, at den nuværende værdiansættelse afspejler et alt for optimistisk syn på Chipotles vej til genopretning, nedprioriterer vi aktier til underpræstationer fra neutrale." Det reducerede Chipotles målaktiekurs til $ 400 fra $ 450 og afskrækker investorer fra at eje aktier i virksomheden, da "enhedsøkonomi muligvis ikke vender tilbage, selvom salget gør det."

Selvom selskabet rapporterer, at det har genoprettet omkring en tredjedel af sit salg, siger analytikere, at selskabets giveaway -strategi ikke kun er uholdbar, men virksomheden mangler endnu at bevise sin evne til at opretholde salget uden kuponer.

"Vi modellerer en gradvis stigning i trafikken gennem 2016, med en øget nærtidsmarkedsføring den enlige chauffør at pege på," siger Wedbush-analytikere.


Folk kan godt lide måltidssæt, men deres forretningsmodel er uholdbar

Blåt forklæde og andre traditionelle måltidssæt står blandt andre udfordringer overfor en voksende kategori af konkurrenter

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Henviste symboler

Måltidssæt forventedes at revidere aftensmad i USA og hjælpe travle arbejdere med at forkæle deres kærlighed til madlavning uden byrden ved at shoppe individuelle ingredienser.

Nu ser det ud til, at de mange spillere, der er dukket op i de seneste år-der er mere end 150 måltids-selskaber, der opererer i USA i dag, ifølge The Motley Fool-støtter en forretningsmodel, der er uholdbar, hvilket tyder på en shake-out er alt andet end uundgåeligt.

"Måltidssektoren ligner meget dot com -boom og buste i slutningen af ​​90'erne," sagde Darren Seifer, analytiker i fødevare- og drikkevareindustrien i NPD Group. "Mange konkurrenter jockeyer efter markedsandele og fokuserer ikke på bundlinjen."

Det største problem for udbydere af måltidsudstyr er de høje omkostninger ved kundeanskaffelse og vanskeligheden ved at beholde de kunder, der hurtigt kan gå videre til at omfavne den næste madfad. Derefter er der omkostninger ved at betale personale for at sammensætte ingredienserne og den emballage og logistik, der kræves for at levere et meget letfordærveligt produkt.

"Mellem at have personale til at få kasser sammen, forsendelsesomkostninger [og andre omkostninger], lyder det som om det kan være en dyr forretningsmodel," sagde Seifer.

Foreløbig har Blue Apron Holdings Inc. APRN, -8,93% og HelloFresh SE HFG, -1,00%, de to største børsnoterede, ren-play måltidssæt-udbydere, undladt at opnå overskud. Blue Apron blev grundlagt i 2012, mens HelloFresh med hovedkontor i Berlin blev grundlagt i 2011. Blue Apron -aktier er faldet 60% i de sidste 12 måneder, mens S&P 500 SPX, -0,36% har vundet 5%.

Revnerne begynder også at vise andre steder. Tidligere på måneden lukkede Chef pludseligt og blev opkøbt af emballagemadkonsulentvirksomheden True Food Innovations, som vil stoppe sin e-handelsvirksomhed, indtil den har fundet ud af, hvordan man kan være rentabel, som The Wall Street Journal rapporterede.

Chef'ds død er skuffende, da det var en af ​​de spillere, der havde forsyningsaftaler med fysiske detailhandlere, og rapporter fra købmænd foreslog, at salget var sundt. Nyhederne har ført til spekulationer om, hvem der vil være ved siden af ​​at lukke eller fusionere med en større spiller.

Sektoren har allerede set virksomheder lave aftaler og slutte alliancer. Albertsons Cos. Meddelte, at det købte Plated i september 2017. Blue Apron annoncerede et pilotpartnerskab med Costco Wholesale Corp. COST, +0,86% i maj.

HelloFresh S.E sagde i juni, at dets måltidssæt ville blive solgt i 600 Giant Food and Stop & Shop -butikker i år. I maj annoncerede Kroger Co. KR, +1,42% en aftale om køb af et måltidssætfirma Home Chef for op til $ 700 millioner.

Og i marts sidste år samarbejdede Martha Stewart og Amazon.com Inc. AMZN, -1,45% med måltidssættet Marley Spoon.

I nogle tilfælde lancerer købmænd deres eget måltidssæt, med Walmart Inc. WMT, +0,18%, der meddelte i marts, at det vil gøre deres tilgængelige i 2.000 butikker i år.

For de måltidssætfirmaer, der er tilbage, kan publikum være for niche.

"Der er et lille segment af befolkningen, der ønsker produkter som dette, men simpelthen ikke nok af dem til at holde alle disse virksomheder, der ønsker at spille i live," sagde Gary Stibel, grundlægger og administrerende direktør i New England Consulting Group.

Nielsen -data, der blev offentliggjort i marts, viser, at udgifterne til måltidsudstyr vokser tre gange hurtigere end andre kanaler, hvilket tyder på, at forbrugerne kan lide dem. Og 9% af amerikanerne eller 10,5 millioner husstande sagde, at de havde købt et måltidssæt i de foregående seks måneder.

En rapport om "The Future of Dinner in America" ​​udgivet af NPD Group illustrerer, hvordan aftensmad derhjemme har ændret sig takket være adgang til levering af dagligvarer, måltidssæt, mobilapps og mere med fokus på bekvemmelighed.

Men undersøgelser citeret i en nylig eMarketer -rapport viser, at forbrugere måske ikke kan lide tanken om at blive låst til et abonnement. "Jeg har det som om, at abonnementsmodellen kan komme til at ophøre i de kommende år," sagde NPD's Seifer. "Modeller, der ikke kræver abonnement, det er nøglen."

Og så er der nyheden i måltidssæt, som slides af.

"Der er fokus på at skaffe nye kunder, og så glemmer de at fodre kernekunder, der bliver trætte og går videre til den næste skinnende ting," sagde Stibel.

Stibel forventer Chick-fil-A’s måltidssæt, som lanceres 27. august på 150 restauranter i Atlanta, er “strålende” og vil være trafikfører. Chick-fil-A kits er beregnet til at blive forberedt på 30 minutter. De vil være tilgængelige frem til den 17. november og koster $ 15,89 pr. Kit, der betjener to personer.

"Ikke alle kan lide Chick-fil-A, men de mennesker, der kan lide Chick-fil-A elsker det," sagde han og forudsagde, at kyllingekæden vil udvide sit måltidssæt, når testen er gennemført.

Virksomheder, der følger den traditionelle måltidssæt -model, leder stadig efter innovation.

Purple Carrot, et 100% plantebaseret måltidssætfirma, har netop lanceret en ny menu, der indeholder tre planer: Hurtig og let til måltider tilberedt på 30 minutter eller mindre højt proteinindhold, til et "energiboost" og Chef's Choice, til nye retter , ligesom Curried Gulerod Fritters med Mango Avocado Salat og Tamarind Chutney.

"Selvom der har været meget larm om udfordringerne ved kategorien e-commerce måltidssæt, er vi fortsat med at innovere vores produkttilbud og samtidig gøre konstante fremskridt med hensyn til margener og rentabilitet," siger Andy Levitt, grundlægger og administrerende direktør for Purple Carrot, der fik en infusion på 4 millioner dollars fra Fresh del Monte Produce Inc. FDP, +0,43% i maj.

"Der er en overflod af valgmuligheder for forbrugerne, men jeg tror, ​​at der ikke vil være et vinder-take-all-resultat," sagde Levitt. "I stedet vil e-handelstilbud som vores tage fat på mindst tre nætter med madplanlægning, og købmand og restauranter vil udfylde saldoen."

Lilla gulerods måltidsplaner er prissat til $ 12 pr. Måltid eller $ 72 pr. Uge for tre måltider, der hver serverer to personer, hvilket kan være en anden hindring. NPD’s Seifer påpeger, at $ 10 pr. Måltid er dyrt for mange af landet.

Målet er "at levere bekvemmeligheden til en overkommelig måde, og måltidssæt leverer ikke det endnu eller har ikke overbevist forbrugerne om værdien endnu."


Folk kan godt lide måltidssæt, men deres forretningsmodel er uholdbar

Blåt forklæde og andre traditionelle måltidssæt står blandt andre udfordringer overfor en voksende kategori af konkurrenter

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  • Twitter -ikon
  • LinkedIn -ikon
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Henviste symboler

Måltidssæt forventedes at revidere aftensmad i USA og hjælpe travle arbejdere med at forkæle deres kærlighed til madlavning uden byrden ved at shoppe individuelle ingredienser.

Nu ser det ud til, at de mange spillere, der er dukket op i de seneste år-der er mere end 150 måltids-selskaber, der opererer i USA i dag, ifølge The Motley Fool-støtter en forretningsmodel, der er uholdbar, hvilket tyder på en shake-out er alt andet end uundgåeligt.

"Måltidssektoren ligner meget dot com -boom og buste i slutningen af ​​90'erne," sagde Darren Seifer, analytiker i fødevare- og drikkevareindustrien i NPD Group. "Mange konkurrenter jockeyer efter markedsandele og fokuserer ikke på bundlinjen."

Det største problem for udbydere af måltidsudstyr er de høje omkostninger ved kundeanskaffelse og vanskeligheden ved at fastholde de kunder, som hurtigt kan gå videre til at omfavne den næste madfad. Derefter er der omkostninger ved at betale personale for at sammensætte ingredienserne og den emballage og logistik, der kræves for at levere et meget letfordærveligt produkt.

"Mellem at have personale til at få kasser sammen, forsendelsesomkostninger [og andre omkostninger], lyder det som om det kan være en dyr forretningsmodel," sagde Seifer.

Foreløbig har Blue Apron Holdings Inc. APRN, -8,93% og HelloFresh SE HFG, -1,00%, de to største børsnoterede, ren-play måltidssæt-udbydere, ikke formået at tjene penge. Blue Apron blev grundlagt i 2012, mens Berlin -hovedkvarteret HelloFresh blev grundlagt i 2011. Blue Apron -aktier er faldet 60% i de sidste 12 måneder, mens S&P 500 SPX, -0,36% har vundet 5%.

Revnerne begynder også at vise andre steder. Tidligere på måneden lukkede Chef pludseligt og blev opkøbt af emballagemadkonsulentvirksomheden True Food Innovations, som vil stoppe sin e-handelsvirksomhed, indtil den har fundet ud af, hvordan man kan være rentabel, som The Wall Street Journal rapporterede.

Chef'd's død er skuffende, da det var en af ​​de spillere, der havde forhandlingsaftaler med fysiske detailhandlere, og rapporter fra købmænd foreslog, at salget var sundt. Nyhederne har ført til spekulationer om, hvem der vil være ved siden af ​​at lukke eller fusionere med en større spiller.

Sektoren har allerede set virksomheder lave aftaler og slutte alliancer. Albertsons Cos. Meddelte, at det købte Plated i september 2017. Blue Apron annoncerede et pilotpartnerskab med Costco Wholesale Corp. COST, +0,86% i maj.

HelloFresh S.E sagde i juni, at dets måltidssæt ville blive solgt i 600 Giant Food and Stop & Shop -butikker i år. I maj annoncerede Kroger Co. KR, +1,42% en aftale om køb af et måltidssætfirma Home Chef for op til $ 700 millioner.

Og i marts sidste år samarbejdede Martha Stewart og Amazon.com Inc. AMZN, -1,45% med måltidssættet Marley Spoon.

I nogle tilfælde lancerer købmænd deres eget måltidssæt, med Walmart Inc. WMT, +0,18%, der meddelte i marts, at det vil gøre deres tilgængelige i 2.000 butikker i år.

For de måltidssætfirmaer, der er tilbage, kan publikum være for niche.

"Der er et lille segment af befolkningen, der ønsker produkter som dette, men simpelthen ikke nok af dem til at holde alle disse virksomheder, der ønsker at spille i live," sagde Gary Stibel, grundlægger og administrerende direktør i New England Consulting Group.

Nielsen -data, der blev offentliggjort i marts, viser, at udgifterne til måltidsudstyr vokser tre gange hurtigere end andre kanaler, hvilket tyder på, at forbrugerne kan lide dem. Og 9% af amerikanerne eller 10,5 millioner husstande sagde, at de havde købt et måltidssæt i de foregående seks måneder.

En rapport om "The Future of Dinner in America" ​​udgivet af NPD Group illustrerer, hvordan aftensmad derhjemme har ændret sig takket være adgang til levering af dagligvarer, måltidssæt, mobilapps og mere med fokus på bekvemmelighed.

Men undersøgelser citeret i en nylig eMarketer -rapport viser, at forbrugere måske ikke kan lide tanken om at blive låst fast i et abonnement. "Jeg har det som om, at abonnementsmodellen kan komme til at ophøre i de kommende år," sagde NPD's Seifer. "Modeller, der ikke kræver abonnement, det er nøglen."

Og så er der nyheden i måltidssæt, som slides af.

"Der er fokus på at skaffe nye kunder, og så glemmer de at fodre kernekunder, der bliver trætte og går videre til den næste skinnende ting," sagde Stibel.

Stibel forventer Chick-fil-A’s måltidssæt, som lanceres 27. august på 150 restauranter i Atlanta, er “strålende” og vil være trafikfører. Chick-fil-A kits er beregnet til at blive forberedt på 30 minutter. De vil være tilgængelige frem til den 17. november og koster $ 15,89 pr. Kit, der betjener to personer.

"Ikke alle kan lide Chick-fil-A, men de mennesker, der kan lide Chick-fil-A elsker det," sagde han og forudsagde, at kyllingekæden vil udvide sit måltidssæt, når testen er gennemført.

Virksomheder, der følger den traditionelle måltidssæt -model, leder stadig efter innovation.

Purple Carrot, et 100% plantebaseret måltidssætfirma, har netop lanceret en ny menu, der indeholder tre planer: Hurtig og let til måltider tilberedt på 30 minutter eller mindre højt proteinindhold, til et "energiboost" og Chef's Choice, til nye retter , ligesom Curried Gulerod Fritters med Mango Avocado Salat og Tamarind Chutney.

"Selvom der har været meget larm om udfordringerne ved kategorien e-commerce måltidssæt, er vi fortsat med at innovere vores produkttilbud og samtidig gøre konstante fremskridt med hensyn til margener og rentabilitet," siger Andy Levitt, grundlægger og administrerende direktør for Purple Carrot, som fik en infusion på 4 millioner dollars fra Fresh del Monte Produce Inc. FDP, +0,43% i maj.

"Der er en overflod af valgmuligheder for forbrugerne, men jeg tror, ​​at der ikke vil være et vinder-take-all-resultat," sagde Levitt. "I stedet vil e-handelstilbud som vores tage fat på mindst tre nætter med madplanlægning, og købmand og restauranter vil udfylde saldoen."

Lilla gulerods måltidsplaner er prissat til $ 12 pr. Måltid eller $ 72 pr. Uge for tre måltider, der hver serverer to personer, hvilket kan være en anden hindring. NPD’s Seifer påpeger, at $ 10 pr. Måltid er dyrt for mange af landet.

Målet er "at levere bekvemmeligheden til en overkommelig måde, og måltidssæt leverer ikke det endnu eller har ikke overbevist forbrugerne om værdien endnu."


Folk kan godt lide måltidssæt, men deres forretningsmodel er uholdbar

Blåt forklæde og andre traditionelle måltidssæt står blandt andre udfordringer overfor en voksende kategori af konkurrenter

  • E -mail -ikon
  • Facebook -ikon
  • Twitter -ikon
  • LinkedIn -ikon
  • Flipboard -ikon
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Henviste symboler

Måltidssæt forventedes at revidere aftensmad i USA og hjælpe travle arbejdere med at forkæle deres kærlighed til madlavning uden byrden ved at shoppe individuelle ingredienser.

Nu ser det ud til, at de mange spillere, der er dukket op i de seneste år-der er mere end 150 måltids-selskaber, der opererer i USA i dag, ifølge The Motley Fool-støtter en forretningsmodel, der er uholdbar, hvilket tyder på en shake-out er alt andet end uundgåeligt.

"Måltidssektoren ligner meget dot com -boom og buste i slutningen af ​​90'erne," sagde Darren Seifer, analytiker i fødevare- og drikkevareindustrien i NPD Group. "Mange konkurrenter jockeyer efter markedsandele og fokuserer ikke på bundlinjen."

Det største problem for udbydere af måltidsudstyr er de høje omkostninger ved kundeanskaffelse og vanskeligheden ved at fastholde de kunder, som hurtigt kan gå videre til at omfavne den næste madfad. Derefter er der omkostninger ved at betale personale for at sammensætte ingredienserne og den emballage og logistik, der kræves for at levere et meget letfordærveligt produkt.

"Mellem at have personale til at få kasser sammen, forsendelsesomkostninger [og andre omkostninger], lyder det som om det kan være en dyr forretningsmodel," sagde Seifer.

Foreløbig har Blue Apron Holdings Inc. APRN, -8,93% og HelloFresh SE HFG, -1,00%, de to største børsnoterede, ren-play måltidssæt-udbydere, ikke formået at tjene penge. Blue Apron blev grundlagt i 2012, mens HelloFresh med hovedkontor i Berlin blev grundlagt i 2011. Blue Apron -aktier er faldet 60% i de sidste 12 måneder, mens S&P 500 SPX, -0,36% har vundet 5%.

Revnerne begynder også at vise andre steder. Tidligere på måneden lukkede Chef pludseligt og blev opkøbt af emballagemadkonsulentvirksomheden True Food Innovations, som vil stoppe sin e-handelsvirksomhed, indtil den har fundet ud af, hvordan man kan være rentabel, som The Wall Street Journal rapporterede.

Chef'ds død er skuffende, da det var en af ​​de spillere, der havde forsyningsaftaler med fysiske detailhandlere, og rapporter fra købmænd foreslog, at salget var sundt. Nyhederne har ført til spekulationer om, hvem der vil være ved siden af ​​at lukke eller fusionere med en større spiller.

Sektoren har allerede set virksomheder lave aftaler og slutte alliancer. Albertsons Cos. Meddelte, at det købte Plated i september 2017. Blue Apron annoncerede et pilotpartnerskab med Costco Wholesale Corp. COST, +0,86% i maj.

HelloFresh S.E sagde i juni, at dets måltidssæt ville blive solgt i 600 Giant Food and Stop & Shop -butikker i år. I maj annoncerede Kroger Co. KR, +1,42% en aftale om køb af et måltidssætfirma Home Chef for op til $ 700 millioner.

Og i marts sidste år samarbejdede Martha Stewart og Amazon.com Inc. AMZN, -1,45% med måltidssættet Marley Spoon.

I nogle tilfælde lancerer købmænd deres eget måltidssæt, med Walmart Inc. WMT, +0,18%, der meddelte i marts, at det vil gøre deres tilgængelige i 2.000 butikker i år.

For de måltidssætfirmaer, der er tilbage, kan publikum være for niche.

"Der er et lille segment af befolkningen, der ønsker produkter som dette, men simpelthen ikke nok af dem til at holde alle disse virksomheder, der ønsker at spille i live," sagde Gary Stibel, grundlægger og administrerende direktør i New England Consulting Group.

Nielsen -data, der blev offentliggjort i marts, viser, at udgifterne til måltidsudstyr vokser tre gange hurtigere end andre kanaler, hvilket tyder på, at forbrugerne kan lide dem. Og 9% af amerikanerne eller 10,5 millioner husstande sagde, at de havde købt et måltidssæt i de foregående seks måneder.

En rapport om "The Future of Dinner in America" ​​udgivet af NPD Group illustrerer, hvordan aftensmad derhjemme har ændret sig takket være adgang til levering af dagligvarer, måltidssæt, mobilapps og mere med fokus på bekvemmelighed.

Men undersøgelser citeret i en nylig eMarketer -rapport viser, at forbrugere måske ikke kan lide tanken om at blive låst til et abonnement. "Jeg har det som om, at abonnementsmodellen kan komme til at ophøre i de kommende år," sagde NPD's Seifer. "Modeller, der ikke kræver abonnement, det er nøglen."

Og så er der nyheden i måltidssæt, som slides af.

"Der er fokus på at skaffe nye kunder, og så glemmer de at fodre kernekunder, der bliver trætte og går videre til den næste skinnende ting," sagde Stibel.

Stibel forventer Chick-fil-A’s måltidssæt, som lanceres 27. august på 150 restauranter i Atlanta, er “strålende” og vil være trafikfører. Chick-fil-A kits er beregnet til at blive forberedt på 30 minutter. De vil være tilgængelige frem til den 17. november og koster $ 15,89 pr. Kit, der betjener to personer.

"Ikke alle kan lide Chick-fil-A, men de mennesker, der kan lide Chick-fil-A elsker det," sagde han og forudsagde, at kyllingekæden vil udvide sit måltidssæt, når testen er gennemført.

Virksomheder, der følger den traditionelle måltidssæt -model, leder stadig efter innovation.

Purple Carrot, et 100% plantebaseret måltidssætfirma, har netop lanceret en ny menu, der indeholder tre planer: Hurtig og let til måltider tilberedt på 30 minutter eller mindre højt proteinindhold, til et "energiboost" og Chef's Choice, til nye retter , ligesom Curried Gulerod Fritters med Mango Avocado Salat og Tamarind Chutney.

"Selvom der har været meget larm om udfordringerne ved kategorien e-commerce måltidssæt, er vi fortsat med at innovere vores produktudbud og samtidig gøre konstante fremskridt med hensyn til margener og rentabilitet," siger Andy Levitt, grundlægger og administrerende direktør for Purple Carrot, som fik en infusion på 4 millioner dollars fra Fresh del Monte Produce Inc. FDP, +0,43% i maj.

"Der er en overflod af valgmuligheder for forbrugerne, men jeg tror, ​​at der ikke vil være et vinder-take-all-resultat," sagde Levitt. "I stedet vil e-handelstilbud som vores tage fat på mindst tre nætter med madplanlægning, og købmand og restauranter vil udfylde saldoen."

Lilla gulerods måltidsplaner er prissat til $ 12 pr. Måltid eller $ 72 pr. Uge for tre måltider, der hver serverer to personer, hvilket kan være en anden hindring. NPD’s Seifer påpeger, at $ 10 pr. Måltid er dyrt for mange af landet.

Målet er "at levere bekvemmeligheden til en overkommelig måde, og måltidssæt leverer ikke det endnu eller har ikke overbevist forbrugerne om værdien endnu."


Folk kan godt lide måltidssæt, men deres forretningsmodel er uholdbar

Blåt forklæde og andre traditionelle måltidssæt står blandt andre udfordringer overfor en voksende kategori af konkurrenter

  • E -mail -ikon
  • Facebook -ikon
  • Twitter -ikon
  • LinkedIn -ikon
  • Flipboard -ikon
  • Udskriv ikon
  • Skift størrelse på ikon

Henviste symboler

Måltidssæt forventedes at revidere aftensmad i USA og hjælpe travle arbejdere med at forkæle deres kærlighed til madlavning uden byrden ved at shoppe individuelle ingredienser.

Nu ser det ud til, at de mange spillere, der er dukket op i de seneste år-der er mere end 150 måltids-selskaber, der opererer i USA i dag, ifølge The Motley Fool-støtter en forretningsmodel, der er uholdbar, hvilket tyder på en shake-out er alt andet end uundgåeligt.

"Måltidssektoren ligner meget dot com -boom og buste i slutningen af ​​90'erne," sagde Darren Seifer, analytiker i fødevare- og drikkevareindustrien i NPD Group. "Mange konkurrenter jockeyer efter markedsandele og fokuserer ikke på bundlinjen."

Det største problem for udbydere af måltidsudstyr er de høje omkostninger ved kundeanskaffelse og vanskeligheden ved at fastholde de kunder, som hurtigt kan gå videre til at omfavne den næste madfad. Derefter er der omkostninger ved at betale personale for at sammensætte ingredienserne og den emballage og logistik, der kræves for at levere et meget letfordærveligt produkt.

"Mellem at have personale til at få kasser sammen, forsendelsesomkostninger [og andre omkostninger], lyder det som om det kan være en dyr forretningsmodel," sagde Seifer.

Foreløbig har Blue Apron Holdings Inc. APRN, -8,93% og HelloFresh SE HFG, -1,00%, de to største børsnoterede, ren-play måltidssæt-udbydere, undladt at opnå overskud. Blue Apron blev grundlagt i 2012, mens Berlin -hovedkvarteret HelloFresh blev grundlagt i 2011. Blue Apron -aktier er faldet 60% i de sidste 12 måneder, mens S&P 500 SPX, -0,36% har vundet 5%.

Revnerne begynder også at vise andre steder. Tidligere på måneden lukkede Chef pludseligt og blev opkøbt af emballagemadkonsulentvirksomheden True Food Innovations, som vil stoppe sin e-handelsvirksomhed, indtil den har fundet ud af, hvordan man kan være rentabel, som The Wall Street Journal rapporterede.

Chef'ds død er skuffende, da det var en af ​​de spillere, der havde forsyningsaftaler med fysiske detailhandlere, og rapporter fra købmænd foreslog, at salget var sundt. Nyhederne har ført til spekulationer om, hvem der vil være ved siden af ​​at lukke eller fusionere med en større spiller.

Sektoren har allerede set virksomheder lave aftaler og slutte alliancer. Albertsons Cos. Meddelte, at det købte Plated i september 2017. Blue Apron annoncerede et pilotpartnerskab med Costco Wholesale Corp. COST, +0,86% i maj.

HelloFresh S.E sagde i juni, at dets måltidssæt ville blive solgt i 600 Giant Food and Stop & Shop -butikker i år. I maj annoncerede Kroger Co. KR, +1,42% en aftale om køb af et måltidssætfirma Home Chef for op til $ 700 millioner.

Og i marts sidste år samarbejdede Martha Stewart og Amazon.com Inc. AMZN, -1,45% med måltidssættet Marley Spoon.

I nogle tilfælde lancerer købmænd deres eget måltidssæt, med Walmart Inc. WMT, +0,18%, der meddelte i marts, at det vil gøre deres tilgængelige i 2.000 butikker i år.

For de måltidssætfirmaer, der er tilbage, kan publikum være for niche.

"Der er et lille segment af befolkningen, der ønsker produkter som dette, men simpelthen ikke nok af dem til at holde alle disse virksomheder, der ønsker at spille i live," sagde Gary Stibel, grundlægger og administrerende direktør i New England Consulting Group.

Nielsen -data, der blev offentliggjort i marts, viser, at udgifterne til måltidsudstyr vokser tre gange hurtigere end andre kanaler, hvilket tyder på, at forbrugerne kan lide dem. Og 9% af amerikanerne eller 10,5 millioner husstande sagde, at de havde købt et måltidssæt i de foregående seks måneder.

En rapport om "The Future of Dinner in America" ​​udgivet af NPD Group illustrerer, hvordan aftensmad derhjemme har ændret sig takket være adgang til levering af dagligvarer, måltidssæt, mobilapps og mere med fokus på bekvemmelighed.

Men undersøgelser citeret i en nylig eMarketer -rapport viser, at forbrugere måske ikke kan lide tanken om at blive låst til et abonnement. "Jeg har det som om, at abonnementsmodellen kan komme til at ophøre i de kommende år," sagde NPD's Seifer. "Modeller, der ikke kræver abonnement, det er nøglen."

Og så er der nyheden i måltidssæt, som slides af.

"Der er fokus på at skaffe nye kunder, og så glemmer de at fodre kernekunder, der bliver trætte og går videre til den næste skinnende ting," sagde Stibel.

Stibel forventer Chick-fil-A’s måltidssæt, som lanceres 27. august på 150 restauranter i Atlanta, er “strålende” og vil være trafikfører. Chick-fil-A kits er beregnet til at blive forberedt på 30 minutter. De vil være tilgængelige frem til den 17. november og koster $ 15,89 pr. Kit, der betjener to personer.

"Ikke alle kan lide Chick-fil-A, men de mennesker, der kan lide Chick-fil-A elsker det," sagde han og forudsagde, at kyllingekæden vil udvide sit måltidssæt, når testen er gennemført.

Virksomheder, der følger den traditionelle måltidssæt -model, leder stadig efter innovation.

Purple Carrot, et 100% plantebaseret måltidssætfirma, har netop lanceret en ny menu, der indeholder tre planer: Hurtig og let til måltider tilberedt på 30 minutter eller mindre højt proteinindhold, til et "energiboost" og Chef's Choice, til nye retter , ligesom Curried Gulerod Fritters med Mango Avocado Salat og Tamarind Chutney.

"Selvom der har været meget larm om udfordringerne ved kategorien e-commerce måltidssæt, er vi fortsat med at innovere vores produktudbud og samtidig gøre konstante fremskridt med hensyn til margener og rentabilitet," siger Andy Levitt, grundlægger og administrerende direktør for Purple Carrot, der fik en infusion på 4 millioner dollars fra Fresh del Monte Produce Inc. FDP, +0,43% i maj.

"Der er en overflod af valgmuligheder for forbrugerne, men jeg tror, ​​at der ikke vil være et vinder-take-all-resultat," sagde Levitt. "I stedet vil e-handelstilbud som vores tage fat på mindst tre nætter med madplanlægning, og købmand og restauranter vil udfylde saldoen."

Lilla gulerods måltidsplaner er prissat til $ 12 pr. Måltid eller $ 72 pr. Uge for tre måltider, der hver serverer to personer, hvilket kan være en anden hindring. NPD’s Seifer påpeger, at $ 10 pr. Måltid er dyrt for mange af landet.

Målet er "at levere bekvemmeligheden til en overkommelig måde, og måltidssæt leverer ikke det endnu eller har ikke overbevist forbrugerne om værdien endnu."


Folk kan godt lide måltidssæt, men deres forretningsmodel er uholdbar

Blåt forklæde og andre traditionelle måltidssæt står blandt andre udfordringer overfor en voksende kategori af konkurrenter

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Måltidssæt forventedes at revidere aftensmad i USA og hjælpe travle arbejdere med at forkæle deres kærlighed til madlavning uden byrden ved at shoppe individuelle ingredienser.

Nu ser det ud til, at de mange spillere, der er dukket op i de seneste år-der er mere end 150 måltids-selskaber, der opererer i USA i dag, ifølge The Motley Fool-støtter en forretningsmodel, der er uholdbar, hvilket tyder på en shake-out er alt andet end uundgåeligt.

"Måltidssektoren ligner meget dot com -boom og buste i slutningen af ​​90'erne," sagde Darren Seifer, analytiker i fødevare- og drikkevareindustrien i NPD Group. "Mange konkurrenter jockeyer efter markedsandele og fokuserer ikke på bundlinjen."

Det største problem for udbydere af måltidsudstyr er de høje omkostninger ved kundeanskaffelse og vanskeligheden ved at fastholde de kunder, som hurtigt kan gå videre til at omfavne den næste madfad. Derefter er der omkostninger ved at betale personale for at sammensætte ingredienserne og den emballage og logistik, der kræves for at levere et meget letfordærveligt produkt.

"Mellem at have personale til at få kasser sammen, forsendelsesomkostninger [og andre omkostninger], lyder det som om det kan være en dyr forretningsmodel," sagde Seifer.

Foreløbig har Blue Apron Holdings Inc. APRN, -8,93% og HelloFresh SE HFG, -1,00%, de to største børsnoterede, ren-play måltidssæt-udbydere, ikke formået at tjene penge. Blue Apron blev grundlagt i 2012, mens HelloFresh med hovedkontor i Berlin blev grundlagt i 2011. Blue Apron -aktier er faldet 60% i de sidste 12 måneder, mens S&P 500 SPX, -0,36% har vundet 5%.

Revnerne begynder også at vise andre steder. Tidligere på måneden lukkede Chef pludseligt og blev opkøbt af emballagemadkonsulentvirksomheden True Food Innovations, som vil stoppe sin e-handelsvirksomhed, indtil den har fundet ud af, hvordan den er rentabel, som The Wall Street Journal rapporterede.

Chef'd's død er skuffende, da det var en af ​​de spillere, der havde forhandlingsaftaler med fysiske detailhandlere, og rapporter fra købmænd foreslog, at salget var sundt. Nyhederne har ført til spekulationer om, hvem der vil være ved siden af ​​at lukke eller fusionere med en større spiller.

Sektoren har allerede set virksomheder lave aftaler og slutte alliancer. Albertsons Cos. Meddelte, at det købte Plated i september 2017. Blue Apron annoncerede et pilotpartnerskab med Costco Wholesale Corp. COST, +0,86% i maj.

HelloFresh S.E sagde i juni, at dets måltidssæt ville blive solgt i 600 Giant Food and Stop & Shop -butikker i år. I maj annoncerede Kroger Co. KR +1,42% en aftale om at købe et måltidssætfirma Home Chef for op til $ 700 millioner.

Og i marts sidste år samarbejdede Martha Stewart og Amazon.com Inc. AMZN, -1,45% med måltidssættet Marley Spoon.

I nogle tilfælde lancerer købmænd deres eget måltidssæt, med Walmart Inc. WMT, +0,18%, der meddelte i marts, at det vil gøre deres tilgængelige i 2.000 butikker i år.

For de måltidssætfirmaer, der er tilbage, kan publikum være for niche.

"Der er et lille segment af befolkningen, der ønsker produkter som dette, men simpelthen ikke nok af dem til at holde alle disse virksomheder, der ønsker at spille i live," sagde Gary Stibel, grundlægger og administrerende direktør i New England Consulting Group.

Nielsen -data, der blev offentliggjort i marts, viser, at udgifterne til måltidsudstyr vokser tre gange hurtigere end andre kanaler, hvilket tyder på, at forbrugerne kan lide dem. Og 9% af amerikanerne eller 10,5 millioner husstande sagde, at de havde købt et måltidssæt i de foregående seks måneder.

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
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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
  • 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.”


Se videoen: Jak nezabloudit v digitálním světě (Juni 2022).


Kommentarer:

  1. Jeffrey

    Vi beklager, at de griber ind ... men de er meget tæt på temaet. Klar til at hjælpe.

  2. Mayhew

    Jeg tror, ​​det er den alvorlige fejltagelse.

  3. Kolb

    Jeg lykønsker, hvilke nødvendige ord ..., fremragende tanke

  4. Ashby

    Ja bestemt. Og jeg løb ind i dette. Lad os diskutere dette spørgsmål. Her eller på pm.

  5. Risley

    det uforlignelige emne glæder mig :)



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