Blue Apron Needs to Find a Way to Grow While Still Axing Spending

As Blue Apron Holdings Inc. (APRN) trades about 50% below its $10 late-June IPO price following a dispiriting Q2 report, the online meal-delivery provider is facing some hard questions about how much damage the company's attempts to get its sizable losses in check will do to its top line. And these questions, in turn, are tied to what's arguably a more fundamental question about how large the addressable market is for the kind of service Blue Apron can provide in light of its cost structure.

Blue Apron plunged earlier this week after reporting Q2 revenue of $238.1 million (up 18% annually) and GAAP EPS of negative $0.47. With the caveat that analysts tend to be conservative with their estimates for a company's first post-IPO earnings report, revenue beat a $235.8 million consensus estimate. EPS, however, missed a negative $0.47 consensus....867 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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