I love cooking. As someone who spends much of the day in his head, working with sharp things and fire is a welcome change of pace that's laced with danger, aromas, textures, and the ultimate smiles of friends and family when I don't completely botch that evening's meal.
So it came as some surprise to a friend when I declined his offer to get me a deal on Blue Apron ($APRN), the weekly meal-kit subscription service that delivers boxes of fresh ingredients and recipes to customers' doorsteps. My personal disinterest has always been because a) I can't commit to cooking at home every day and b) I actually enjoy the process of going shopping for my ingredients, getting inspired by what's fresh and new.
Despite my opinion on the service, Blue Apron's meteoric rise in popularity is undeniable:
But the data reveals something even more interesting: Blue Apron usage drops off on Christmas and Thanksgiving, the two American holidays most-centered on cooking at home where Blue Apron aims to be a brand centerpiece. Look for yourself: If you roll over the Daily Facebook Login numbers in the chart above, you'll see that even after its rise to popularity in 2015-2016, usage dips on some key dates:
November 26, 2016; December 25, 2016; and then again around those dates in 2017.
See the pattern there?
It seems that even those who are keen to do their cooking at home with Blue Apron go with a more traditional take on the big holidays.
This isn't terribly surprising, of course: people see family on these holidays, they cook for others, and even Blue Apron customer service is closed on those days. That doesn't mean that the company hasn't attempted to capitalize on the big-eating holidays, complete with Christmas menus and recipes. In fact, one could argue that those days could see increased logins as people shared the service with one another after enjoying a Blue Apron-based holiday meals. Instead, it appears the company sees holes in usage on those days.