If a recipe calls for one stalk of celery, a single stalk is included in a neat plastic bag, labeled “celery.” (The label turns out to be important when the ingredient is unfamiliar – it’s reassuring not to have to guess what yu choy is.) Each spice, each liquid, each garnish is included. Literally every ingredient is included, in exactly the amount called for by each recipe. The produce is in an insulated lining, organic and sourced locally wherever possible. There are also asides to explain how demi-glace is created or where yuzu juice comes from. The recipes are on top, glossy full-color pages covered with photos illustrating every cooking step – literally, every step – along with a photo of what the dish should look like when it’s plated, and exhaustively detailed instructions for preparation and cooking. Delivery is available almost everywhere in the US, with some flexibility about which day your delivery arrives. Blue Apron is an example of the kind of innovation we can expect now that goods can be moved long distances in the blink of an eye.įor sixty dollars a week, Blue Apron delivers a box with recipes and the exact ingredients for three dinners for two people.
Amazon set the stage by almost single-handedly rewiring the business models for FedEx and UPS until second day delivery became our basic expectation. It’s a business that could not have existed until it became possible to deliver boxes reliably and economically by overnight delivery.
This isn’t really a technology story, but it has a technology angle. It has changed my diet for the better and given me a new appreciation of many types of food that I had been avoiding all my life. We fell in love with Blue Apron almost immediately and have been subscribing for more than eight months. But Blue Apron turns me into a very credible simulation of a chef, three times a week. The next night I’ll prepare flat iron steaks with ramps, fingerling potatoes, and shaved asparagus salad, and a little dill crème fraiche on the side. Tomorrow night I’m making rice flake-crusted hake for dinner for the two of us, served with sauteed daikon radish and yuzu-soy sauce.
0 kommentar(er)
