Cooking-focused digital retailer Food52 offers shoppable recipes
An online food, cooking, kitchen and home retailer is letting customers shop by ingredient.
Food52 is partnering with digital advertising platform Chicory to make over 50,000 recipes available to shop by ingredient. Integrating its digital recipe content with Chicory's shoppable ingredients button, Food52 is enabling site visitors to purchase the ingredients for select recipes with a few clicks.
In addition to deploying Chicory's shoppable ingredients button, Food52 will monetize its recipe cards using the Chicory Premium contextual in-recipe advertising solution. A proprietary natural language processing algorithm helps ensure that the featured ads are hyper-relevant to the recipe content on the page with the goal of increasing sales.
Food52 will also be able to leverage Chicory's advertising sponsorship tactics, including Branded Cart and Featured Retailer, directly with its advertisers. This provides additional opportunities for brands and retailers to target consumers via the Food52 site.
“Food52 has a goal of building community and making it easier for people to discover great content and shop for the items they need in their kitchen and home," said Matt Greenberg, senior VP, head of B2B at Food52. "Partnering with Chicory helps us deliver on that promise and helps our community of 30M shop the best ingredients across our vast library of recipes. For our brand partners, it gives us another opportunity to meaningfully connect with our community as they shop and buy across our platform."
"We are excited to partner with Food52, a prominent and innovative player in the culinary industry," said Joey Petracca, co-founder and COO of Chicory. "Chicory's contextual commerce solutions will empower Food52 to monetize its content effectively while enabling CPGs to connect with high-intent shoppers, increase brand affinity, and drive products to cart. Together, we aim to elevate the online shopping experience for at-home chefs."
Consumers shop directly from recipes
Recipes are increasingly becoming an important omnichannel touchpoint for grocery shoppers. According to a survey from Chicory, for two years in a row, respondents identified food blogs and recipe sites as their most popular sources for meal inspiration online. Almost two-thirds (64%) of respondents said food blogs and online recipe publishers are their top drivers for food purchases.
Other platforms are also recognizing this trend by offering recipe-centric shopping opportunities. For example, Instacart targets food creators with its Shoppable Recipes service. Shoppable Recipes leverages strategic integrations between Instacart and TikTok, as well as digital food network Tasty and select Hearst Magazines publications.
And online delivery provider Grubhub launched MasterChef Table, a delivery-only virtual restaurant featuring recipes from winners and participants on the “MasterChef” culinary competition program. It offers 11 gourmet dishes, complete with appetizers, sides, and main courses, created by select contestants.