Sunday, January 28, 2018
Blue Apron Lives in the Land of Presumption
"Every night in America, people make something for dinner." Well, Blue Apron puts the "every" in the right place, at least. They don't say "everyone makes something for dinner." That would be much worse, because it would ignore the fact that every night in America, millions of Americans make absolutely nothing for dinner.
Some of those people eat at McDonald's or pick up something they can quickly warm up at home (I don't think that qualifies as "making" dinner.) The enormous prepackaged meals section at my local Giant grocery store is testimony to the fact that a whole lot of people don't "make" dinner, because they don't have time or money or skills.
Many more people don't make anything for dinner because their financial situation requires that they cut back a meal, and dinner is the most easily disposable of the three. I just hope that it's the only meal they have to cut back on, and that this situation is only temporary, because the other two are really, really important, and "eating" should not be considered an optional activity in the richest nation on Earth (or anywhere else.)
But these ads aren't aimed at people who can't afford dinner or the time to make it. Like most ads that don't include golden arches or nightmare-inducing royalty or freakishly thin redheads singing the praises of an all-fast food lifestyle, these are directed at Upper Middle Class White People with money burning a hole in their pocket and who think that crumbling marriages and/or distant children might be made more durable by reintroducing Family Dinner Time. Or are just suckers for any "service" that gives them an opportunity to remind themselves that they've got extra money without actually buying that new Lexus or making yet ANOTHER trip to Whole Foods.
As far as Blue Apron is concerned, those are the People in the line "every night in America, people make something for dinner." Not those other humans lacking in skills or resources or time. Who cares about them? They don't even live in nice, TV-quality houses with massive kitchens featuring enormous islands and all the latest appliances. And they sure aren't as Pretty as the people who might as well use Blue Apron Because They Can.