It’s often been said that the only constant of change is that it’s bound to change. The past several years have led to rapid change and often a feeling of chaos and uncertainty in the world of food marketing and food retailing. Rapidly evolving distribution channels, changing economies, new technology and ever evolving consumers have changed our expectations of how to shop.
For the past two years the marketplace has talked a lot about meal kit subscriptions and most recently the frenzy has turned to the implications of Amazon’s buyout of Whole Foods and what it might mean to food retailing. Like anything, it’s easy to focus on the challenge or fear directly in front of us rather than looking beyond the current road block to future opportunity.
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That’s why I was so excited to read this recent article in Food Dive about the possibility of “shoppable recipes” having greater potential than meal box subscriptions. It’s ideas like this that help us think differently and sometimes realize that the best idea is right in front of us.
For example, AllRecipes.com is the number one most visited recipe site garnering 25 million unique visitors per month and FoodNetwork.com pulls in another 23 million visitors per month. We can go down the list to other sources like food.com, epicurious, Kraft and various food bloggers and rack up hundreds of millions more followers.
Online recipes are not new technology and the emergence of digital retailing like Amazon, Instacart and even online ordering with curbside pickup at your local retailer makes the idea of “shoppable recipes” highly appealing. Tech Crunch reports that the average U.S. consumer is spending at least 5 hours a day on mobile devices. They’re browsing, they’re shopping and they’re planning. And when you factor that against social sites like Facebook and Instagram that highlight food and Pinterest whose number one most popular pinned and browsed categories are food and drink it seems the opportunity to reach consumers instantaneously makes sense.
Why wait for consumers to make a grocery shopping list or a meal planner. Let them click and add to the cart on demand as they browse. Better yet, let the recipe archive in the cart for them to find it quickly when their groceries arrive. Because face it…we’ve all bought ingredients for a recipe and can’t remember where we found it.
New ideas are not always wild, out of the box innovations, but a new view of something old with a better point of view for how it can be used. We think shoppable recipes are just that. Point, Click, Deliver, Cook, Enjoy.
For more information on consumer trends, social media and brand management contact FullTilt Marketing at Melinda@fulltiltmarketing.net
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