Blue Apron and Hello Fresh need to figure out how to make their services more sticky. At some point we've collected enough meals that we like where we can just go to the local grocery store to pick up the ingredients and make it ourselves.
Both of these services sell convenience, but it is hard to keep selling that to existing users who grow weary of the amount of waste and the simplicity of just grabbing everything they need to make these meals on their own. Amazon's meal-kit could help solve this if they just add the ingredients to shopper's grocery list automatically and it's ready to be picked up at their next trip. Delivery is a non-starter in my opinion. It didn't work for grocery.com back in the early dotcom days, and it's not working now.