Bulk Invest : Q3 2020 Earnings Slides

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Third Quarter 2020

E A R N I N G S C A L L

Disclaimer: Forward Looking Statements and Use of Non-GAAP Information

This presentation includes statements concerning Blue Apron Holdings, Inc. and its future expectations, plans and prospects that constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. For this purpose, any statements contained herein that are not statements of historical fact may be deemed to be forward-looking statements. In some cases, you can identify forward-looking statements by terms such as "may," "should," "expects," "plans," "forecasts," "anticipates," "could," "intends," "target," "projects," "contemplates," "believes," "estimates," "predicts," "potential," or "continue," or the negative of these terms or other similar expressions. Blue Apron has based these forward-looking statements largely on its current expectations and projections about future events and financial trends that it believes may affect its business, financial condition and results of operations. These forward- looking statements speak only as of the date of this presentation and are subject to a number of risks, uncertainties and assumptions including, without limitation, the company achieving its expectations with regards to its expenses and net revenue, including its ability to recover customer credits issued in connection with its recent supplier recall in the fourth quarter of 2020 or otherwise, its ability to grow adjusted EBITDA and to achieve or maintain profitability, the continued sufficiency of the company's cash resources, the company's need for additional financing, its ability to effectively manage expenses and cash flows, and its ability to remain in compliance with the financial and other covenants under the company's indebtedness; its ability, including the timing and extent, to sufficiently manage costs and to fund investments in operations from cash from operations or additional financings in amounts necessary to continue to support the execution of the company's growth strategy; its ability, including the timing and extent, to successfully execute the company's growth strategy, cost-effectively attract new customers and retain existing customers, continue to expand its direct-to-consumer product offerings and continue to benefit from the implementation of operational efficiency practices; its ability to sustain the increased demand resulting from the COVID-19 pandemic and to retain new customers; any material and adverse impact of the COVID-19 pandemic on the company's operations and results, including as a result of the company's inability to meet demand due to loss of adequate labor, whether as a result of heightened absenteeism or challenges in recruiting and retention or otherwise, prolonged closures, or series of temporary closures, of one or more fulfillment centers and supply chain or carrier interruptions or delays; changes in consumer behaviors that could lead to declines in demand, both as COVID-19 related restrictions continue to be lifted to varying degrees across the United States, and/or consumer fears dissipate, and/or as a result of the COVID-19 pandemic's impact on financial markets and economic conditions, including on consumer spending habits; achieving its expectations regarding the benefits and expected costs and charges associated with the company's closure of its Arlington, Texas fulfillment center; its ability to maintain and grow the value of the company's brand and reputation; its expectations regarding, and the stability of, its supply chain, including potential shortages or interruptions in the supply or delivery of ingredients, as a result of COVID-19 or otherwise; its ability to maintain food safety and prevent food-borne illness incidents and its susceptibility to supplier-initiated recalls; its ability to accommodate general changes in consumer tastes and preferences or in consumer spending; its ability to effectively compete; its ability to attract and retain qualified employees and key personnel in sufficient numbers; its ability to comply with modified or new laws and regulations applying to its business; risks resulting from its vulnerability to adverse weather conditions, natural disasters and public health crises, including pandemics; its ability to obtain and maintain intellectual property protection; and other risks more fully described in the company's Quarterly Report on Form 10-Q for the quarter ended September 30, 2020 filed with the Securities and Exchange Commission ("SEC") on October 29, 2020, and in other filings that the company may make with the SEC in the future. The company assumes no obligation to update any forward- looking statements contained in this presentation as a result of new information, future events or otherwise.

This presentation also includes adjusted EBITDA, which is a non-GAAP financial measure that is not prepared in accordance with, nor an alternative to, financial measures prepared in accordance with U.S. generally accepted accounting principles ("GAAP"). In addition, this non-GAAP financial measure is not based on any standardized methodology prescribed by GAAP and is

not necessarily comparable to similarly-titled measures presented by other companies. A reconciliation of this measure to the most directly comparable GAAP measure is included in the Appendix to this presentation.

Certain data in this presentation was obtained from various external sources, and neither the company nor its affiliates, advisors, or representatives make any representation as to the accuracy or completeness of that data or any commitment to update such data after the date of this presentation. Such data involve risks and uncertainties and are subject to change based on various

factors.

Business Highlights

CONTINUED PROGRESS ON OUR GROWTH STRATEGY

Consumers continue to show an increasing preference for quality recipes as they cook at home more frequently than in periods prior to the pandemic

We believe that Blue Apron's growth initiatives position the company to support changing trends in cooking at home we have seen in recent months

Popular premium recipes deliver elevated experience at higher price points

National launch of fourth recipe per week for two-person menus, ability to order multiple boxes per week

Launched staggered rollout of recipe customization Continued our Chef partnerships with new offerings

Business Highlights

CAPACITY TO SERVICE PROJECTED REVENUE

Continued challenges with staffing fulfillment centers drove a more moderate marketing spend in the quarter

We began implementing several new operating practices in the third quarter to increase labor productivity and capacity in our fulfillment centers

Implementing additional optimizations in the fourth quarter which we believe will position the company to more effectively address demand and drive increases forecasted in customers and revenue in the first quarter of 2021

Financial Outlook

Q&A

S T R I C T L Y C O N F I D E N T I A L

Appendix: Adjusted EBITDA Reconciliation

Reconciliation of Quarterly Net Income (Loss) to Adjusted EBITDA

S T R I C T L Y C O N F I D E N T I A L