Originally Posted by
jg8512
we use "hello fresh". my wife says they have more menu choices available than MFB. which surprised me, I'd have thought being the earlier-mover, MFB would have tried to make it harder for competitors by having more choices. We love hellofresh ... been with them a few months ... can see us as staying regular customers. My wife also thinks hellofresh might be a little cheaper.
I really don't get what competitive advantage MFB would have. I don't think it would be that hard to replicate the offer and business ... a bunch of menus, buy ingredients in bulk, place ingredients into a box, ring the courier ... spend the cash. Yes, having large existing customer base is a plus, but a lot of people like to experiment with food, and all it would take would be a bad experience or two, to try something new. Plus, I don't think there are a lot of fixed costs, or scale benefits from being larger. So what is MFB's competitive edge?
with the uplift in sales they have had from COVID, and as more competitors may enter or strengthen, I can see why Waterman think this is a good time to get out ...