Goodfood Market Corp. is now a sell for investors

Article Excerpt

Goodfood’s shares dropped in mid-November 2021 after it reported its latest results. Specifically, with the relaxation of lockdown restrictions and increased vaccine coverage during the quarter, Goodfood experienced a drop in the number of active customers: active customers fell by 10.4%, to 249,000 from 278,000. We think that represents the start of a negative trend and now see the stock as a sell. GOODFOOD MARKET CORP., $3.85, is now a sell. The company (Toronto symbol FOOD; TSINetwork Rating: Speculative) (www.makegoodfood.ca; Shares outstanding: 74.9 million; Market cap: $302.7 million; No dividends paid) aims to stay ahead of the competition, which includes HelloFresh and Chefs Plate, by launching on-demand, 1-hour-or-less delivery. It hopes that will help to offset its falling active user base. The COVID-19 pandemic forced many Canadians to stay home. But as the pandemic subsides, it’s uncertain if sales and subscriber growth will rebound. At the same time, it’s also uncertain if the company’s move into the highly competitive grocery-delivery market will pay off for…