Why is freshly going out of business?

Why is freshly going out of business?

Why is freshly going out of business?



Freshly, a popular meal delivery service, has recently announced that it is going out of business. This news has left many customers and industry observers wondering why a company that seemed to be thriving is now shutting down. In this article, we will explore the reasons behind Freshly’s closure and examine the factors that contributed to its downfall.

Increased Competition

Competition: The meal delivery industry has become increasingly competitive in recent years, with numerous companies vying for customers’ attention. Freshly faced stiff competition from established players like Blue Apron and HelloFresh, as well as newer entrants like Sun Basket and Home Chef. This intense competition put pressure on Freshly to differentiate itself and attract and retain customers.

Pricing: One of the challenges Freshly faced was pricing. While the company offered convenient and healthy meals, its prices were often higher compared to its competitors. In a market where price sensitivity is high, this could have been a significant deterrent for potential customers, leading to decreased demand for Freshly’s services.

Operational Challenges

Logistics: Delivering fresh meals to customers’ doorsteps on time and in perfect condition is a complex logistical challenge. Freshly relied on a network of distribution centers to ensure timely delivery, but this infrastructure came with its own set of operational complexities. Any disruptions in the supply chain or delivery process could result in dissatisfied customers and damage Freshly’s reputation.

Scalability: As Freshly grew in popularity, it faced the challenge of scaling its operations to meet increasing demand. Scaling a meal delivery service requires significant investments in infrastructure, technology, and human resources. Managing this growth while maintaining quality and customer satisfaction can be a daunting task, and Freshly may have struggled to keep up with the demands of its expanding customer base.

Financial Considerations

Profitability: Despite its popularity, Freshly struggled to achieve profitability. The meal delivery industry is known for its thin profit margins, and Freshly’s high operating costs, including ingredients, packaging, and delivery, may have contributed to its financial difficulties. In an increasingly competitive market, it is challenging to maintain profitability while also offering competitive prices and investing in growth.

Investor Pressure: Startups like Freshly often rely on external funding to fuel their growth. However, this also means that they face pressure from investors to deliver results and achieve a return on investment. If Freshly failed to meet its financial targets or demonstrate a clear path to profitability, it could have faced pressure from investors, leading to difficult decisions such as shutting down the business.


In conclusion, Freshly’s closure can be attributed to a combination of factors. Increased competition, pricing challenges, operational complexities, scalability issues, and financial considerations all played a role in the company’s downfall. While Freshly had a strong customer base and offered a convenient service, it ultimately struggled to navigate the highly competitive and demanding meal delivery industry.


1. www.blueapron.com
2. www.hellofresh.com
3. www.sunbasket.com
4. www.homechef.com