Whole Foods Market has started a partnership with Purple Carrot to deliver vegan meal kits. Customers will receive these boxed meals at home, meaning that the company is trying to meet the requirements of every customer.
However, there is a wide variety of companies which have a meal delivering plan such as Sun Basket, HelloFresh, Plated, Blue Apron, and Purple Carrot. Every company’s subscription plan includes weekly shipments with pre-measure ingredients accounting of three meals for two persons.
Customers may rest assured as these boxed meals include instructions as well. It is worth mentioning that Purple Carrot kits have a price of $19.99 each, while customers can find them in Massachusetts and Dedham stores.
These kits include smaller boxes with a single meal enough for two persons. For example, Ahold USA is currently selling its own boxed meals in Washington, D.C. and Pennsylvania in two chains of grocery stores.
The difference between Ahold and the previously mentioned companies is that this company has an online delivery service called Peapod which requires no subscription, so customers can order meal kits whenever they want.
Needless to say that the largest United States supermarket chain, Kroger Co, will most likely adopt this new approach as well because the company’s executives have recently declared that they would be ‘very open’ to become partners with another company or to create their own boxed meal delivery service.
Based on the statistics, this marketing strategy has already produced over $650 million in venture capital across the country this year, and it is expected to go up to around $1.5 billion in sales by early 2017.
Although the overall statistics look promising, recent reports suggest that high discounts make customer loyalty almost impossible. For instance, Blue Apron retained around half of its subscribers after the 2nd week whereas this percentage dropped off to ten percent after six months.
However, this situation applies to many companies, meaning that discounts have led to a fierce competition between large grocery store chains who find it hard to create a constant customer-based community.
That is why some other brands, such as Whole Foods and Purple Carrot have decided to team up in order adopt a more original approach to retain their customers.
Image Source: HD Nux