1. Blue Apron Business Opportunity Study: Lunch Meals Michael Gravelle, Geraldine Guichardo, Kate Mills, Ling Xiang, Jerry Zhuo

2. 1/ Research Objective & Phases 2/ Qualitative Research Findings 3/ Quantitative Research Findings 4/ Recommendation & Next Steps 2 Agenda

3. Research Objective & Phases 3 Lunch meal brand extension opportunity Phase 1: Qualitative one-on-one interviews Phase 2: Quantitative survey NEW Dinner Lunch

4. PriceVarietyConvenienceHealthinessFreshness 4 Qualitative Research Insights Key Drivers of Lunch Choice

5. Sometimes planners Convenience seekers Super planners 5 Qualitative Research Insights Three primary lunch eater segments identified

6. People care most about the Healthiness Food Variety was considered least important Model has a low R-squared Freshness was the only statistically significant attribute Quantitative Research Key Findings 6 Mean point allocation (out of 100) by attribute Regression Predicting Avg. Amt Spent on Lunch Based on Attribute Ratings

7. Perceptual Map result is inconclusive, with no significant insights found Further research needed to understand gaps in current lunch options Quantitative Research Key Findings MDS Perceptual Map: Lunch Options 7

8. 8 Recommendation & Next Steps Recommendation: Do not proceed with lunch option Existing Blue Apron customers are not interested in lunch option Food Variety is not a significant attribute for lunch Limitations to study findings Non-random, limited sample size Imperfect questionnaire design Inconclusive results from Multidimensional Scaling analysis Next Steps Conduct more in-depth research Detailed lunch pattern and behaviors may provide important insights

9. 9 Questions?