Like Casper and other money-losing DTC brands that relied on cheap digital ads to grow, Blue Apron can’t outpace the high customer acquisition costs - reported to be around $94 per customer as of 2016, when it was still private. in flattening the curve and have started to reopen. That was at the start of the pandemic, when Kozlowskie said that at-home cooking was still strong in countries “ahead of” the U.S. This cautious outlook is in contrast with the lofty expectations Blue Apron had during its last earnings in April, when it predicted a quarantine-related bump. For its third quarter outlook, the company plans to ramp up marketing dollars again, in hopes of attracting new customers, after it scaled back ad spending in 2019. “We generated strong adjusted and free cash flow in the second quarter,” CEO Linda Findley Kozlowski said, which “adds financial flexibility for Blue Apron to continue executing our strategic growth plan.”īlue Apron warned that its arrival at the long-winding road to profitability will likely be short-lived.
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