Hello Fresh as an ecommerce membership model is interesting
$HFG looks to benefit from the sales retention of SaaS businesses with the lower CAC and high reactivation of ecommerce businesses
The weekly cadence of an ecommerce membership gives $HFG a large TAM, ecomm like CAC, and the option to reactivate customers as they wish.
One misconception about $HFG is churn breaks the model. But the fact customers come and go PLUS AoV is $60+ per week gives very high LTV and 6-month payback