For Blue Apron, you cook + assemble the meals yourself which does not sound too different, but could be a huge advantage for cost (and quality standpoint vs you expect it prepared well and warm).
Online grocery delivery that several nearby grocery stores with a healthy sustaining underlying core business probably already do, and probably for cheaper, or alternately, with call-in ordering if I prefer a lower delivery fee?
Oh.. but it has an 'app',
right.