Would you pay more? Or support the natural evolution of recipe into grocery shopping cart as one click?
1. There are meal planning apps that present a Blue Apron / Hello Fresh type experience but make a grocery list rather than shipping it to you.
2. Instacart has proven that you can with some amount of reliability that you can abstract over different grocery stores so users can pick the ones they prefer or is closest.
3. I can get groceries delivered from my local Kroger by app for less than $5.
Now make them all kiss and you get a sustainable Hello Fresh.