Home Chef
2018
$200M
Why
Kroger acquired Chicago-based meal kit company Home Chef in 2018 for $200 million upfront, with earnout payments that could raise the total to $700 million. The deal gave Kroger a meal kit brand to sell both by subscription and in its stores.
Impact
The Home Chef acquisition gave Kroger a branded meal solution that could be sold both through the subscription e-commerce model and as a physical in-store product - a hybrid model that addressed the subscription model's high churn rates by allowing occasional or lapsed subscribers to purchase individual meal kits at retail without a recurring commitment. The ability to manufacture Home Chef kits and sell them across Kroger's 2,700+ stores created an immediate distribution advantage that no pure-play meal kit company could match.
Outcome
Home Chef kits are sold in Kroger stores' fresh departments alongside the online subscription business, giving Kroger a prepared-meal offering that competes with restaurant and takeout spending.