Obviously, expanding their subscription base is an important goal metric for Blue Apron, but their bigger creative vision, according to co-founder Matthew Wadiak, is to inspire home cooks to “always learn, always grow with the food.” This is evident not only from their brand name and logo — in the culinary industry, a blue apron is the symbol of a novice chef — but in the wealth of tips, knowledge and helpful videos shared in the app.
A majority of my engagement with the Blue Apron brand happens on the beautifully designed app, which Apple named one of its top 25 apps in 2015. I love how much I can learn from the app. I can, watch a short and simple video on the best way to peel garlic, or read up on what mirin is. It makes cooking less scary, even with an ingredient I’ve never used before, because I feel confident that Blue Apron will guide me through the process and explain it clearly.
See what I mean?
There’s even a link at the bottom of each recipe where I can read meal-specific tips from other Blue Apron chefs, or post my own tips, allowing me to connect with hundreds of other home cooks. This makes me look forward to each Blue Apron box, whether or not I know exactly how to cook what’s in it. Plus, I love that I can snap pictures of my food, enhance it with filters and recipe labels, share the images with my friends, and really look like I know what I’m doing.
Anyone can download the Blue Apron app, not just subscribers to the service. In fact, around 25 percent of the app’s users aren’t subscribers, but rather home chefs who enjoy Blue Apron’s recipes. Blue Apron could make the app exclusive, but allowing user engagement from non-subscribers means increased brand awareness. As Wadiak says: “The app is a channel to acquire new customers, a channel to engage with our product and order more frequently.” Smart move, I say.