So We Quit Blue Apron (Again)

Image from here

My journey with Blue Apron started like that of so many other people: with a free box of food from friends. We liked it immediately for many reasons:

  1. The recipes were creative and introduced us to techniques and dishes we’d never prepared before.
  2. The ingredients were very fresh and interesting. While we live in a city with many exotic options, our neighborhood has exceedingly slim pickings in the grocery stores outside of basics and ingredients to make Caribbean food.
    I unpacked my freekeh and scallops and black rice with utter glee.
  3. Less time spent shopping.
  4. Less emotional labour spent trying to figure out what in the world to cook. We don’t ever order food in and very rarely go to restaurants so every day requires that we cook something or have something cooked that we can warm up. When I first started with Blue Apron, I was a fairly new mom and so I was pretty exhausted with work and baby care, so being able to have everything I needed to make a meal was a real convenience.

Why We Quit The First Time

The first time I cancelled with Blue Apron, I didn’t really want to quit. My family had a change in our financial situation and Blue Apron felt a luxury we could no longer afford. It was with a heavy heart that I pressed the Cancel button and said goodbye to those handy little boxes. However, when our tides began to rise again I quickly and excitedly resumed our service, but things were not to be the same….

Why We Quit The Second Time

A lot seemed to have changed from my first excursion on the SS Blue Apron. The recipes started to feel repetitive and not worth the price. The packaging seemed to have ballooned (I don’t need a two sheeter about the history of lemons! Nor do I need a letter from the company every week or even a physical recipe printout. Just email it!) with so much of it being so incredibly not recyclable (despite their claims to the contrary). Meat packages arrived leaking blood all through the box and ingredients were curiously mislabelled or missing. My kitchen was scattered an increasingly overwhelming amount of tiny portions of basic ingredients that I actually already had on stock (vinegars, onions, garlic, soy sauce). But the worst part was that it seemed impossible to figure out how to give feedback on any of this.

Whereas in the past, I’d emailed customer service and received cheery answers, now I could not quite figure out how to reach anyone at all. I tweeted at them a few times and received no response. So I figured it was time to call it a day. But even canceling proved to be an ordeal. I had to click a button and then….WAIT for this.

I had sincerely hoped that I’d receive an email from someone on their customer success team asking me to give them another try or see if there was any issue I could resolve. Instead I received this ugly, generic email basically saying “Bye, Felicia”, as though I hadn’t spent thousands of dollars and referred countless friends to them. If there is a lesson in how NOT to treat customers, Blue Apron has aptly taught it to me. As a Customer Success Lead, I can at least be grateful to them for that.

I’m never going back.

Gonna miss that freekeh though.

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