Blue Apron loses 21,000 customers in Q2 2021 while setting record-level average order value

Total customers declined 5.3% from 396,000 in Q2 2020 to 375,000 in Q2 2021 (three months ended June 30, 2021).

On a quarterly basis (Q2 2021 vs. Q1 2021), customers declined by 18,000. This was a turn of events for the meal kit provider, which notched up its customer count by 15,000 in Q1 2021​ (three months ended March 30, 2021) compared to the same period last year.

Net sales for the company also dropped by 5% to $124m on a year-over-year basis.

However, other customer metrics continue to improve, said Blue Apron CFO Randy Greben.

“Orders per customer of 5.3 continues to track right around our highest levels reported, average order value was a record $63, and average revenue per customer was $330. It’s notable that average revenue per customer was more than $310 for the fifth consecutive quarter, the only quarters in which we have achieved that milestone since were prior to 2015,”​ said Greben.

CEO: Customer decline reflects a normalizing environment

The decline in its customer base and net sales was in line with expectations and reflects a return to a more normalized environment in which consumers can go out to eat more freely, said Blue Apron CEO Linda Findley Kozlowski, who add that the company has been monitoring customer behavior by geographic region throughout the pandemic.

“This internal data indicates that while the pandemic accelerated and heightened consumer awareness and interest in meal kits, as well as cooking more at home, it’s a trend we expect to carry on for some time. Our goal is to continue to implement initiatives that help differentiate Blue Apron from our peer set and grow the value we derive among our targeted consumer group,”​ said Kozlowski.

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