Dive Brief:
- DoorDash and Blue Apron announced Wednesday that the e-commerce company’s DashMart online convenience stores now offer the meal kit maker’s Apron’s Heat & Eat meals in 11 markets, including New York City.
- The expansion follows a pilot with Blue Apron and DashMart last year in Philadelphia, according to John Adler, Blue Apron’s senior vice president of physical product.
- The rollout of Blue Apron’s Heat & Eat meals to more DashMart consumers comes at a time when both companies are looking beyond their traditional sales channels to expand their customer reach.
Dive Insight:
DoorDash’s work with Blue Apron is similar to the efforts close competitor Instacart has made in recent years to add direct-to-consumer and meal kit companies like Quicklly, Sunbasket and ButcherBox to its marketplace.
Like those partnerships, the DoorDash tie-up offers Blue Apron a sales opportunity beyond its traditional online subscription and comes at a time when demand for meal delivery remains high.
“These types of strategic partnerships are an important market opportunity for us to expand our reach and provide customers with access to our products without a subscription,” Adler said in the announcement. “We’re committed to providing them with even more convenient ways to bring Blue Apron into their kitchens each week.”
Along with New York, Blue Apron’s Heat & Eat meals are also available for delivery in New Jersey, Virginia, Illinois, Maryland, Ohio and Pennsylvania. The single-serve Heat & Eat options include cheesy truffle cavatappi, Spanish-style beef and rice, and soy-miso chicken and udon noodles. All dishes can be heated and ready to serve in under five minutes.
This isn’t the first time DoorDash has teamed up with a company to offer meal kits. The company partnered with Dream Dinners in 2021 to make its family meal kits available on-demand. That summer, DoorDash made summer grilling kits from Beyond Meat available for a limited time.
DoorDash has been ramping up DashMart since it launched the service in 2020. The online market sells a wide variety of products from fresh meats, produce and baked goods, to household essentials, personal care items and medicine, DoorDash noted.
After making its fortune in restaurant delivery, DoorDash is now pushing aggressively into grocery delivery, and has teamed up with scores of food retailers over the past few years. Prabir Adarkar, DoorDash’s chief operating officer, told investors during the company’s fourth-quarter earnings call in February that its third-party U.S. grocery business grew just shy of 100% year over year in both Q3 and Q4.
The expansion comes during a challenging period for Blue Apron, which received a delisting warning from the New York Stock Exchange (the company says it has a plan to avoid this scenario) and corporate layoffs amid a cash crunch. Blue Apron also lost its former CFO Randy Greben in October and has Mitchell Cohen, an outside hire, serving as interim CFO until a replacement is found.
Last year, Blue Apron started making its meal kits available through Amazon and Walmart.com.
