DoorDash, a major player in the food delivery market, has partnered with Blue Apron to offer meal kits and expand its reach beyond its traditional online subscription. This move is similar to what its competitor Instacart has been doing in recent years by adding direct-to-consumer (DTC) and meal kit companies like Quicklly, Sunbasket, and ButcherBox to its marketplace.
According to Blue Apron CEO Linda Findley Kozlowski, “This partnership represents an exciting opportunity for Blue Apron to extend its reach, offering our signature gourmet recipes and fresh, responsibly-sourced ingredients to new and expanding audiences.”
In addition to its traditional online subscription service, Blue Apron’s Heat & Eat meals are now available via DoorDash’s DashMarts to delivery consumers in several US states, including New York, New Jersey, Virginia, Illinois, Maryland, Ohio, and Pennsylvania. These single-serve options can be heated and ready to serve in under five minutes and include dishes like cheesy truffle cavatappi, Spanish-style beef and rice, and soy-miso chicken and udon noodles.
This isn’t DoorDash’s first foray into the meal kit market. It previously partnered with Dream Dinners in 2021 to offer family meal kits and made summer grilling kits from Beyond Meat available for a limited time. DoorDash has been expanding its DashMarts since launching the service in 2020, offering a wide range of products from fresh meats and produce to household essentials, personal care items, and medicine.
As DoorDash continues to ramp up its grocery delivery business, it has teamed up with numerous food retailers over the past few years. Its third-party U.S. grocery business grew nearly 100% year-on-year in Q3 and Q4 of 2022, according to Prabir Adarkar, DoorDash’s Chief Operating Officer. This expansion comes at a challenging time for Blue Apron, which has been experiencing a cash crunch and corporate layoffs, as well as losing its former CFO and receiving a delisting warning from the New York Stock Exchange.
Nevertheless, Blue Apron remains optimistic about the partnership, with Kozlowski stating that “DoorDash’s powerful last-mile logistics platform and customer-centric approach align perfectly with our focus on delivering a high-quality customer experience.” Last year, Blue Apron also started offering its meal kits through Amazon and Walmart.com.