According to the law firm press release, the filed complaint charges that Blue Apron violated the Securities Act of 1933 because the Registration Statement failed to disclose that: rather than continue to significantly increase spending on advertising, Blue Apron had already decided to significantly reduce spending on advertising in Q2 2017, which would hurt sales and profit margins in future quarters; that Blue Apron was already experiencing adverse on-time in-full rates, meaning orders were not arriving on time or with all the ingredients needed, which was hurting customer retention; and that the Company had run into delays in Q2 2017 with its new factory in Linden, New Jersey. Subsequent to the IPO, Blue Apron's stock declined immediately, declining below $5 per share less than two months after the IPO on June 28, 2017 — a decline of 50% from the $10 per share IPO price.