My concern however, lies with the decline in marleyspoon.com....

My concern however, lies with the decline in marleyspoon.com. Without speculating too much, it appears that hello fresh may be regarded as the premium brand out of the two companies, and our main driver of growth may be the dinnerly brand, playing in the "easy and affordable" space.

@money09alpha

If you look at the 6-month trend in Total Visits (on Similarweb.com), you can see that both marleyspoon.com and hellofresh.com are up ~25% from their respective December 2020 levels, and have been roughly stable between January and May 2021. In fact, marleyspoon.com appears to be flat to its January levels, whereas hellofresh.com is down -3%. So, I wouldn’t give too much weight to a single month of data.

Also, I am not sure how reliable these online traffic data really are (unless one knows exactly what data samples each website is taking). If I look at semrush.com, for example, it provides a very different picture for the same month, with marleyspoon.com exhibiting MoM growth in Total Visits and hellofresh.com showing a decline.

The absolute number of Visits looks quite different for each company depending on the website (e.g. marleyspoon.com is showing ~50% less Visits on semrush.com than on Similarweb.com), so it is pretty clear that different data samples are being used.

Cheers