From Inspiration to Purchase: Better Ways Food Publishers Can Engage New Audiences
Between finding the perfect recipe to actually enjoying the meals on our table, there are many tedious steps that we need to take; from finding the right recipe, to getting the right ingredients and making time to cook. These steps can take hours and drain energy from even the most dedicated and inventive cook but food publishers may soon be coming to the rescue.
Food publishers have traditionally been the first point of call for hungry consumers looking for inspiration to answer the inevitable question, “What’s for dinner?”
Just as web-based recipe publishing disrupted the traditional publisher, those who harness new technology across social media and the connected home are well-placed win the next evolution in food and recipe inspiration.
Connecting content to your grocery cart and connected kitchen devices can deliver attractive ROI for grocery and brand partners, helping strengthen their core business and unlocking new revenue streams for all.
As recipes evolve beyond pure inspiration to driving commerce & cooking action, those who are quick to embrace technologies that can create more useful and engaging experiences will be rewarded with new revenue opportunities.
In this blog post we share how data-driven consumer ecosystems are creating new opportunities for food publishers to shape a new role for recipe content.
Learn what you as a food publisher can do today to stay top of mind for your audience as the market evolves..
Inspiration and Smart Consumer
From discovery to eating, consumers are hungry for more data that will help them make better and informed choices. Thanks to the ever-rising connectivity and advancements in technology, it is easier than ever to access all the information they need pre, in the middle of, and post-purchase.
Today’s consumer wants to stay informed about the food choices they make. They care about their well-being and want to have an easy way to understand nutritional information about the meals and products they are shopping and cooking.
Food publishers who can’t provide rich information for all of their recipes are losing out on providing additional customer value for their users.
Related use case
Whisk Health Score & Diabetes Friendly Label
The Role Of Recipes Is Changing
The increase in the availability of technology such as AI and Machine Learning has created dramatic changes in the food industry. As a result, recipes are increasingly becoming more than just an inspiration for what to cook and a sequence of necessary steps that home chefs need to take to create their meal of choice.
Today, recipes are our shopping lists with personalised food choices and recommendations suitable for our taste buds.
Tomorrow, they will help us become better cooks by seamlessly integrating cooking instructions to our cooking devices (and no, we don’t think that’s cheating 😀).
From smart coffee makers to smart fridges, every appliance in the connected kitchen will learn how to automate all the repetitive tasks leaving the joy of cooking to individuals.
As the devices get to know us better, we can expect them to alter the recipes to suit our tastes and swap ingredients automatically to make sure we’re not eating anything we’re allergic to or dislike.
What will stay in the centre of any connected kitchen will not be devices but people. Appliance manufacturers need to be user-centric if they want to build an experience that people will want to use.
When we imagine the heart of our home years from now, we see a space that we will be able to use more creatively as we will spend less time cooking and more time innovating.
The connected kitchen will open up a whole array of possibilities for family gatherings and food experiences. By taking out parts of the food journey which we don’t enjoy, the smart kitchen of the future will leave us with more time to experiment with our food.