Blue Apron goes all-out on brick and mortar
A week after announcing it would sell its meal kits at Costco, online retailer Blue Apron is rolling out a brick and mortar strategy.
The company announced a national series of pop-up events intended to bring communities across the country together in celebration of home cooking. This is the first time Blue Apron is hosting physical experiential events across the country, as the company focuses on expanding its product offerings to serve more cooking occasions, deepen its engagement with customers and communities, and extend the reach of its brand to more households.
The events will include a short-term experiential retail location in New York City, mobile pop-up experiences in Los Angeles, San Francisco, and Seattle, and movie nights in Austin, Dallas, and Minneapolis.
The experiential retail location in New York City will be open to the public beginning May 29 through the end of June. In addition to showcasing Blue Apron’s newest products, including its retail offering and its special occasion box intended for large gatherings, visitors will enjoy unique programming such as cooking classes and panel discussions with notable chefs. The New York City pop-up will be open to the public six days per week. The majority of the programmed events are free of charge. Blue Apron will charge a small fee for cooking classes and will donate all of the proceeds to City Harvest, the world’s first food rescue organization, dedicated to feeding the nearly 1.3 million New Yorkers facing hunger. Blue Apron and City Harvest have been working together in New York City for over five years to fight hunger and reduce food waste.
At the mobile pop-ups in Los Angeles, San Francisco, and Seattle, each of which is two days long, visitors will enjoy an immersive experience, following the evolution of a Blue Apron meal from the source to the dinner table, as well as specific chef stories that inspired various recipes.
The movie nights in Austin, Dallas, and Minneapolis are free to the public and will take place outdoors. In addition to a movie screening, the events will feature lawn games, themed snacks, giveaways, and fun activities that attendees can enjoy throughout the evening.
“We have always believed in the connective power of a home cooked meal,” said Michelle Chiu, vice president, who led the experiential strategy and activations for Blue Apron. “As we work to serve the diverse needs of our customers by creating new products and expanding into new distribution channels, these experiential events are an opportunity to extend our brand outside of the home where customers typically enjoy our product, and celebrate home cooking with communities across the country.”