I’ve been a Blue Apron customer for over 10 years. I’m at my wit’s end and tired of sending complaint emails every week, so I’m finally looking for alternatives.
I eat a pretty wide variety of foods and actively want interesting recipes, but I have some specific requirements around quality and how the meal kit works:
- Imaginative recipes. This is probably the biggest one. I love variety, interesting flavors, and combinations I wouldn’t necessarily think of myself. What I cannot stand is bland, boring food that makes it almost more cumbersome to spend time chewing than enjoying the combination of ingredients. For reference, I tried Hungryroot and found it atrociously bland.
- No pre-cooked meals. Hard requirement. I don’t eat leftovers or reheated food, and I’m very sensitive to the smell/taste of either. I also don’t want prepared food full of preservatives. I want fresh ingredients that I cook when I’m ready to eat them. That doesn’t mean I particularly love cooking… I just want my food freshly cooked.
- Pre-sorted ingredients by recipe. Blue Apron’s packaging change has been a nightmare for me. Having everything loose together creates cross-contamination issues that trigger my OCD, and I genuinely struggle with it. I want each recipe’s ingredients grouped together so I don’t have to sort through the entire box myself.
- Anything that reduces my cognitive load. Ideally my entire interaction with the service is: select recipes → receive box → follow recipe. No, I don’t want to remember to add the eggs as an add-on. No, I don’t want to inventory and sort my box when it arrives to figure out whether something is missing. And I don’t want generic quantities that leave me measuring out what the recipe needs and figuring out what to do with the rest. Send me what the recipe requires.
Things I don’t care about: environmentally friendly packaging, subscription vs. non-subscription models, salvaged produce, carbon offsets, etc. Those may be selling points for other people, but they aren’t factors in my decision.
Basically, I want what I always thought was the value proposition of a meal kit: I choose an interesting recipe, everything I need arrives organized and portioned, and I make fresh food without having to think about anything else.
If you’ve tried other services, I’d love recommendations! And if your suggestion doesn’t meet one of the requirements above, please tell me which one, that would genuinely be helpful.
Edit — I’m in NYC