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Since the COVID-19 pandemic, HelloFresh has experienced a significant acceleration in growth driven by cheaper user acquisition.
The company's large scale provides operational efficiencies and so margin expansion and operational leverage to a certain point, but not as much as one may think.
HelloFresh is a top-of-mind brand. However, the question is how many times does a person actually initiate a meal-kit subscription.
I worry whether HelloFresh's marketing expenses will rise significantly in the coming years.