This week’s post will be about my review of the food I ordered from Brandless, along with my revised thoughts on this quirky online company. For context, my previous post about Brandless can be found here. My classmates and fellow writers on this blog helped clarify for me why this website gives us such an odd feeling, and what it says about the consumption behaviors of millennials today. But first, my review. Last Wednesday, I made an order on Brandless’s website. They offer a $3 shipping cost on your first order, compared to the regular $9 shipping. (Once I placed Continue reading Brandless Part 2: Tasteless Or Ostentatious?
You may have heard of Brandless, the e-commerce startup launched this year. The San Francisco-based company, founded by entrepreneurs Tina Sharkey and Ido Leffler, flaunts online groceries and essentials with an enticingly simple pricing model: everything is $3 or less. Why is it called Brandless? The inspiration for this online grocery store, Sharkey says, was the so-called “brand tax” (additional costs for shipping, warehouse space, etc.) on traditional consumer packaged goods (CPGs). In addition, Sharkey makes the claims that millennials don’t want to buy their parents’ brands and that there is an overwhelming variety of choices in grocery stores today. Continue reading Demand Without a Brand: Online Grocery Store Eliminates “Brand-Tax”