MARKET RESEARCH STUDY 12.6.

16
 Qualitative
Methodologies
Secondary
IDIs Focus Groups Sources

4 participants 8 participants
Insights from Primary Research: IDIs

Spend $8-9 Waste less

per meal food
Increased
Variety
Primary Research: Focus Group
What we learned:
Many students had family meals at home a majority of the time

Students began to eat out more when they got to college

Dont know how to cook because they did not at home

Not effective grocery shoppers due to lack of experience

Students like to use tools that make cooking easy

Crock pots

George Foreman Grill

Panini press

Blue Apron style service needs to be quick and easy

Primary Research: Focus Group
What it means for Blue Apron:

The meals may need to be simplified to fit the busy life of a university student
Reduce preparation time

Simplify meals

Allow people to filter potential meals by cooking time

Meals should be created to cater to people new to cooking

Simple methods

Supplement online tutorials

Secondary source: YouGov Profile
Female

Age 30-44

Annual Income $100,000+

Smart, assertive, kind

I am not afraid of taking risks

Social Listening (Market Vision)

91% 80%

Trying @blueapron for @KimEGoldman I

the 1st time this week. usually like to
I love how everything create my meals
is already prepared from scratch but
I've tried blue apron
for you cooking @blueapron was
and hello fresh at this
#WorldsOkayestMom amazing
point and wow blue
apron was a ton better..
better ingredients
better packaging etc
 Quantitative
Methodologies

Survey

* Margin of Error: 8.88% 121 participants

with a 95% confidence level
Who?
94% of respondents
were female
92% agree that eating
healthy is of importance to
them

78% live off-campus

65% cook more than 3

times a week
$10.2 is the average
respondents spend on a meal
Quantitative Analysis: Hypotheses
1. People would prefer to cook at home over eating out.
2. People are concerned about sustainability
3. People would prefer delivery over pick-up if using the service.
4. People are interested a Blue Apron style service at Miami.
5. People will be willing to spend $10 on a typical dinner
6. People cook dinner most frequently
7. Eating healthy food is important to college students
8. People feel good when they cook at home
9. People who spend over $50 at the grocery store each month will be
more likely to want to use this service.
10.People who cook more than 3 times a week will be more likely to want
to use Blue Apron
Quantitative Analysis: Survey Results

66% of
Respondents WOULD
be interested in Blue
&
40% most
Apron 30% most
frequently cook
frequently breakfast

57% prefer
cook dinner
home delivery-
even if it costs $2
more.
Breakfast Lunch Dinner
8 mins 10 mins 24 mins
Quantitative Analysis: Survey Results
People overwhelmingly said that cooking at home makes them feel good, and
our statistical analysis showed it was a significant finding.
Viable?
67% of people surveyed are interested in the service

If Blue Apron could capture 20% of the grocery wallet of Juniors and
Seniors estimated sales would be $1.3mn annually

If students enjoy the service, they may replace restaurant meals

with Blue Apron leading to even greater revenue

People estimated they ended up wasting 20% of the groceries they

purchased this could save over a $250K annually
Viable?
The price per meal is high considering you have to prepare the meals

However, parents pay anywhere from $6.44-$8.00 per meal for a

Diplomat meal plan. Paying between $8.00-$10.00 for higher
quality food seems reasonable

By creating a partnership with Miami, Blue Apron could market to

families of Juniors and Seniors to sell subscriptions that coincide with
the school year

Parents want their children to eat healthy

Students want food that is healthy, easy, and affordable

Recommendation:
Meals should be priced around $8-10

$9.21 was the average price respondents said they

were willing to pay for the service
Simpler meal options (less gourmet)
Current criticism:

Recipe was too complicated,

too much time
Recommendation:
Still market as being a healthier option

92% agree with the statement Eating healthy

food is important to me

From a respondent who has previously

used Blue Apron:

I like that everything is measured out and

the recipes are different every time
Recommendation:
Potentially offer a quick breakfast meal option
Recommendation:
Place a store uptown, but still offer some type of delivery service

60%
chose High
Street as
their
location of
choice
Recommendation:
Place a store uptown, but still offer some type of delivery service

57%

43%
Further Areas of Study
Look into marketing more towards
males, since this demographic is
underrepresented

Research how this service could expand

to colleges outside of Miami
Questions?
Thank You!