I like food to be cooked and ready to eat. The last thing I want to do after work is cook and clean. Sorry not the best concept IMO.
The concept plays on several trends:
- online shopping, with groceries one of few categories not yet dominated
- with this comes greater ability to proportion/customize ingredients
- Gen X and Y have spend less time grocery shopping and cooking
- target market is cities, where retail space increasingly expensive and delivery logistics increasingly affordable
- sustainability
- proportioning ingredients to meals cuts waste and reduces cost
- Gen X and Y want high quality organic/sustainable ingredients
- lastly, concept relies on farm-to-door logistics model that cuts out processing, wholesalers and retailers
- this again reduces cost and waste, provides fresher ingredients and is only possible with today's technology
But why not just order food delivery? I think both will be very popular, but:
- weekly grocery delivery likely less expensive than repeated meal deliveries
- home cooked meals likely healthier
- sentimental value in preparing a meal for your loved ones
- grocery sales and fact that people are not moving to homes with no kitchens means Gen X/Y still like to cook, albeit less frequently and less knowledgeable
What I'm basically saying is I see this trend continuing and these types of grocery/meal delivery services will become increasingly prevalent.
HOWEVER, I do not see APRN having monopolistic advantages in this market, which is one of my key criteria for investing. I tried to trade it on IPO day but quickly got out with a small loss.