I personally don't, and can't, use it because my family's too large and the economics outweigh the time (and besides, I like planning and cooking.) I suspect this limits their expansion - I don't see how it can break below the barrier of an upper-middle class that can weigh priorities this way, and I'm not sure that's large enough of an audience to really form a growth strategy around.

Now, curated recipe lists without having to buy the groceris through them is a subscription service I'd pay for. I already subscribe to Bon Appetit for the recipes.