The Gist: Who is Blue Apron Best For?
Blue Apron has long been a pioneer in the meal kit space, but its recent major revamp makes it an excellent choice for a much wider audience. It excels for food lovers and intermediate to advanced home cooks who want high-quality, flavorful, and sometimes challenging recipes. However, thanks to the new “Assemble & Bake” and “Dish” lines, it’s also now perfect for busy households and beginners who need hands-off convenience without sacrificing taste.
It’s a fantastic service if you want to expand your culinary skills and palate with new ingredients and techniques, offering a gourmet touch that many competitors lack.
Detailed Breakdown
| Category | Rating | Summary |
|---|---|---|
| Taste & Quality | ⭐⭐⭐⭐⭐ (5/5) | Restaurant-quality flavors; high-end ingredients like fresh herbs and specialty sauces. |
| Variety & Menu | ⭐⭐⭐⭐⭐ (5/5) | Massive menu (100+ weekly options) including kits, ready-made, and one-pan meals. |
| Ease of Use | ⭐⭐⭐⭐ (4/5) | Kits are great, but can be time-consuming. “Assemble & Bake” and “Dish” lines offer max convenience. |
| Value & Price | ⭐⭐⭐⭐ (4/5) | Good value for the quality, especially with the new no-subscription model. Starts around $7–$10 per serving. |
| Flexibility | ⭐⭐⭐⭐⭐ (5/5) | Excellent. Offers no-subscription shopping, protein swaps, and a range of meal types. |
1. Meal Quality and Flavor
Blue Apron truly stands out in the flavor department. The recipes often involve thoughtful flavor layering and specialty ingredients (like truffle butter, unique spice blends, or imported sauces) that result in a genuine restaurant-quality meal at home.
- Ingredients: The ingredients are consistently fresh and often include high-quality, pre-portioned items, reducing waste. We were impressed by the cuts of meat and quality of seafood, which often included premium options like ribeye steak or crispy-skin salmon.
- Recipes: Recipes are chef-designed and introduce new flavor combinations that move beyond standard weeknight fare. While the preparation time can sometimes exceed the card’s estimates, the end results—like a creamy pappardelle or a vibrant Korean-Style Beef Bake—are generally worth the extra effort.
2. Menu Variety and Options
The menu has seen a huge expansion, now featuring over 100 options weekly, making it incredibly easy to find something for everyone.
- Meal Kits: The classic kits are still the heart of the service, perfect for those who enjoy cooking.
- Assemble & Bake: This line features pre-chopped ingredients for easy, one-pan or one-pot meals (like sheet pan dishes). Prep time is often 5-10 minutes max, followed by hands-off baking. These are great for busy weeknights.
- Dish by Blue Apron (Ready-to-Eat): Fully prepared, microwaveable meals (ready in 5 minutes or less) that are high in protein and a huge convenience boost for lunch or ultra-busy days.
- Customization: The new “Customize It” feature allows protein swaps and upgrades on many meal kits, giving subscribers more control over their weekly menu.
3. Pricing and Value
Blue Apron has competitive pricing, especially considering the gourmet quality of the ingredients.
- Price Per Serving: Meals generally start around $7.00 to $13.00 per serving, depending on the number of meals and servings you choose. The more you order, the lower the per-serving price.
- Shipping: A flat shipping fee (typically around $10.99) applies to each box.
- Blue Apron+: This new monthly membership option offers free shipping and other perks, making it a great value for frequent users.
- Premium Options: Some “Craft” or “Premium” recipes (often featuring higher-end cuts of meat or specialty seafood) will incur an additional surcharge.
4. Ordering and Flexibility
The new model offers unparalleled flexibility. You are no longer locked into a traditional weekly subscription.
- No Subscription: You can order meals à la carte without any recurring commitment.
- Autoship & Save: For those who want regular deliveries, you can set an “Autoship” schedule (weekly, bi-weekly, etc.) and receive a small discount on recurring orders, with the ability to skip or cancel anytime.
Final Verdict
Blue Apron has successfully merged its reputation for gourmet, quality cooking with the demand for speed and convenience. It maintains its status as an ideal choice for people who see cooking as a rewarding activity, while the addition of the prepared and oven-ready meals means you can now rely on it for every schedule, from Sunday culinary adventures to quick Tuesday night dinners. The massive, customizable menu and flexible ordering put it ahead of many competitors in the premium meal kit space.