But when Blue Apron's stock got hammered on Thursday, falling more than 17 percent by day's end, that had nothing to do with it; it was the company's disappointing financial forecast for the back half of the year that was the culprit.
The company is in the midst of a vicious cycle that goes something like this: Blue Apron is experiencing warehouse issues that are causing customer satisfaction issues that are causing retention issues that are causing marketing issues that are causing revenue issues.
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Blue Apron announced on Thursday that it has encountered "unexpected complexities" with the opening of a new, highly automated warehouse in Linden, N.J., and that the transition from its previous New Jersey warehouse is taking longer than expected. (This probably explains the exit of the company's co-founder and Chief Operating Officer Matthew Wadiak, which was announced just last month.)
At the same time, Blue Apron has been adding new technology and processes to its other warehouses that require a lot of training.
"[W]e have over 5,000 employees who are all being trained in new processes and new systems that are more advanced than the systems that they are used to working with," said CEO Matt Salzberg, who will sit for an interview at Recode's Code Commerce event on September 13, on a call with analysts.
"There is ... cost associated with that training of people who are not doing day-to-day proactive work while they're being trained," he added, "as well as impact from people who are doing work who are just early in their life cycle of being trained."
The result has been mistakes that are hurting Blue Apron's OTIF rates — that is, the percentage of orders that arrive on time and with all the correct ingredients (in full), the company said.