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The Spoon

Daily news and analysis about the food tech revolution

Future of Recipes

Reciple Announces Pre-Launch of Ad-Free Recipe Platform That Supports Creators

One reason I dislike using recipes is how frustrating it can be to access them on certain websites. As soon as I click on a recipe online, I am instantly bombarded by ad pop-ups, auto-playing videos, and way too much backstory before I can access the actual recipe. Reciple wants to change this, and today it unveiled the pre-launch of its platform that makes it easier to access recipes while simultaneously supporting recipe creators.

Reciple partners with creators and food bloggers to host their recipes on the platform. Recipe creators are normally paid through ad platforms, but in this case, they will be paid directly by Reciple. According to an email from Annie Singer, the founder of Reciple, the creators will be paid up to 10 times more than traditional ad platforms.

To generate revenue, the platform will operate on a consumer subscription model. Users will pay a monthly or discounted annual fee for unlimited access to the recipes. Singer said that most of the revenue will be distributed to the creators.

Due to the fact that recipe creators will be paid by Reciple, they will no longer need to depend on ad revenue. Therefore, the pop-ups and ads that make other sites run slowly can be fully eliminated from Reciple. On the websites and blogs of individual recipe developers, there is often a lengthy backstory behind the recipe. The purpose of this is to improve the SEO of the page in order to have it rank higher in Google searches. The new site will handle the SEO and marketing aspect, allowing creators to select how much backstory they desire to share.

Since the start of the pandemic, more people have turned to cooking at home, making recipe sites like Reciple more relevant. The trend of eating more meals at home is not expected to recede anytime soon: Research from Acosta recently found that 92 percent of surveyed families plan on continuing to eat together at home after the pandemic.

Reciple is now admitting a limited number of waitlist members to their platform. The site is also being accepting recipe creators, and the first 100 creators will get free VIP onboarding and exclusive benefits. The platform officially launches in November 2021.

Dana Cowin Thinks Technology Will Make Us Cook More, Not Less

Dana Cowin needs no introduction. But we’ll give you a quick one anyway:

Best known for her 21-year stint as Editor in Chief of Food & Wine Magazine, Dana Cowin has since branched out to become a food consultant, author, lecturer, and all-around food media expert. She currently hosts the Heritage Radio Network show Speaking Broadly, and is the Chief Creative Officer at farm-sourced restaurant chain Dig Inn.

We’re thrilled to have her at the Smart Kitchen Summit (SKS) in Seattle this October, speaking about how technology is shaping the future of recipes, home cooking, and food media. To get you excited, we asked Cowin a few questions about delivery, automation, and her last meal on earth.

Read the full Q&A below.

Q: With online platforms, voice assistants, and guided cooking tools, there are more ways to find and catalog recipes than ever before. How have you seen this change the way that people cook?
A: There’s an ongoing evolution in the way people cook; online platforms, voice assistants, and guided cooking tools all play a role. The move is toward simplicity, convenience, personalization, and speed — whatever makes your busy life easier. So in as far as technology can help you achieve those goals, in a right-for-you way, I think that tech is a wholesome enabler.

Q: Do you think that food delivery, meal kits, and, looking even further, automation will completely replace home cooking?
A: I don’t foresee a time when home cooking will disappear completely. That said, because there are so many options for how to get meals (from delivery to meal kits to automation), cooking in the future will become the province of the passionate. It will be a lifestyle choice, a leisure activity like camping that brings friends and family together. Cooking will less frequently be a quotidian chore to provide sustenance.

Q: What’s the most exciting way you see technology transforming the way we discover, cook, or talk about food?
A: Technology enables us to go far or near, narrow or wide and shallow or deep in terms of our information, choices, and inspiration. It brings the entire world closer. I love tripping into a video of some arcane, authentic way to make a soup dumpling, seeing images of the foods of far-off Belarus or just discovering a recipe that a neighbor has tried with hyper-local ingredients. Tech makes me more knowledgeable, more adventurous, more confident, and less fearful.

Q: What’s your last meal on earth?
A: Crispy fried chicken, fluffy biscuits with strawberry butter, pickled spicy okra, mint iced tea, peach cobbler, vanilla ice cream.

Thanks, Dana! If you want to see her speak more about how technology will influence the future of cooking, recipes, and food media, snag your tickets to the Smart Kitchen Summit on October 8-9th in Seattle.

Highlights From The Future of Recipes Food Tech Meetup

We had our first food tech meetup last night! And thanks to our sponsor ChefSteps, tech-brewed beer from PicoBrew, and our awesome venue Galvanize, it was a rollicking success. Plus we had a very cool panel: Alicia Cervini from Allrecipes, Cliff Sharples from Fexy Media, and Jess Voelker from Chefsteps had a great conversation with The Spoon’s Michael Wolf.

If you missed it, here are a few topics and points that really stood out to us. Prepare yourself: the future of recipes is very dynamic, very shoppable, and tastes good — every time.

P.S. Mark your calendars for our next meetup on the future of meat on May 24th! Register here to make sure you get a spot.

So what’s the future of recipes then?
All of our panelists agreed that in the future, recipes will be very responsive and dynamic:

Allrecipes’ Alicia Cervini said they are exploring completely customizable meal kits based on their recipes. They have a relationship with Chef’d to work on their vision of “making a dynamically generated meal kit on the fly,” pairing convenience with customization.

Fexy’s Cliff Sharples predicted that as people take a deeper interest in food (he said that 50% of millennials consider themselves “foodies”) recipe customization would become more and more popular. He also had an interesting app idea where users could plug in their dinner guests with all of their eating profiles and plan a menu.

ChefSteps’ Jess Voelker envisions a future where technology can help people become a better cook. She brought up the interesting concept of using AI to troubleshoot their recipes. So if your cake went flat or your food was too salty, ChefSteps could help you figure out where you went wrong. 

Voice interfaces alone are incomplete
All of our panelists agreed that, when it comes to cooking from a recipe, voice alone isn’t all that useful — cooking is just too visual. Sure, if the recipe instructions are short enough, you could cook an entire recipe just with a voice assistant. And, as Voelker pointed out, “it can solve some real problems just in time, like if you have chicken grease on your hand and need to know something.” But without a visual guide, like a connected screen, you often end up having to break down steps into even smaller steps, which takes more time than if you’d just read the recipe. 

So while voice assistants like Alexa may be a helpful tool if your hands are mucked up in the kitchen, as of now they’re most useful for playing news or podcasts while you cook. The panelists did, however, seem optimistic about the combination of video and voice. (Or maybe an all-in-one robot chef assistant?)

Are recipes just data?
During the meetup Sharples likened recipes to code, which is the driving force behind smart appliances, the shoppable recipe journey, and recipe search tools. If you’re a regular Spoon reader this might remind you of Jon Jenkin’s talk at last year’s Smart Kitchen Summit, where he made the claim that we are all eating software. 

Mike Wolf made the point that with recipe integration and connected appliances like the Joule, you could essentially have a celebrity chef cook your meal for you in your own kitchen. Sort of.

For example: you could select a steak recipe from kitchen gadget-loving chef Kenji Alt-Lopez on your connected app and your device would precisely follow his cooking instructions, giving you a consistent, high-quality result. It’s almost like having Kenji himself sous vide a steak for you, every time. (Which, for many food nerds, is a dream come true.)

Recipes are becoming more important, in different ways
All of our panelists agreed that the recipe is not the least bit dead. In fact, they argued that the recipe is becoming more important; it’s the core atomic unit of the rapidly evolving meal journey.

The hardest part, which isn’t surprising, is making recipes that tick all the boxes for such a wide variety of needs. But with apps like PlantJammer and Ckbk, plus the convenience of services like 2-hour grocery delivery and meal kits, it doesn’t seem like the recipe is going anywhere anytime soon.

 

You’re Invited! The Spoon Launches Monthly Food Tech Meetups in Seattle

Big news — The Spoon is launching a monthly food tech meetup series in our home city, Seattle!

We hope these meetups will provide a space for people to learn about innovations in the future of cooking, agriculture, and the kitchen, and give our community an opportunity to connect around beer and snacks. The events will be free (thanks to our sponsor, ChefSteps!), and each one will focus on a different topic in the food tech sphere.

Our first meetup will be Wednesday, April 25th from 6 p.m. to 8 p.m. at Galvanize Seattle. We’ll be exploring a subject that’s quickly transforming the way we cook: The Future of Recipes. Our panel will include:

– Jessica Voelker, ChefSteps

– Corbin de Rubertis, Allrecipes/Meredith Corporation

– Michael Wolf, The Spoon

There will be beer and pizza, so come hungry. If you live in the Seattle area, or will be in the neighborhood at the end of April, be sure to join us. Register here to reserve your spot! If you’re not in the PNW, keep an eye out — we’re hoping to take these meetups on the road in a few months.

Hearst Unveils Visual Guided Recipe Skill for Amazon Echo

Alexa, let’s have Pancetta Chicken for dinner.

Last month, publisher Hearst expanded its Amazon Echo- and Spot-enabled Good Housekeeping skill to include connected recipes. Dubbed Good Housekeeping Test Kitchen, the skill provides simple “meal ideas” that can be thrown together in 30 minutes or less. The recipes will be curated by Susan Westmoreland, food director of Good Housekeeping, and, in addition to being speedy, are said to be easy to execute.

Previously, the Good Housekeeping skill only included step-by-step advice to remove stains. (Don’t worry—it can still help you get out that wine spill from your carpet.)

With the Good Housekeeping skill, users can select a recipe based on a photo and short description (or tell Alexa to do it for them). The smart display then provides a step-by-step guide through the recipe. Users can swipe around to see more recipes, skip ahead in the steps, and reference the ingredients. They can also use voice commands like “Alexa, tell Good Housekeeping to continue” if they want to move forward in the recipe but don’t want to touch the screen with, say, raw chicken hands.

Hearst’s expansion into recipes isn’t exactly surprising. At the end of 2016, the media company took a big leap into the realms of AI and AR by establishing the Native and Emerging Technologies (NET) group, which focuses heavily on voice-activated experiences for virtual assistants and smartphones.

This new skill speaks (literally) towards the growing role of voice assistants in the connected household, and the kitchen in particular. “We’re raising the stakes from what a user can expect [in terms of] information and utility from these devices,” Chris Papaleo, executive director of emerging technology at Hearst, told AdWeek. Which is something we’ve predicted but haven’t seen developed in as big a way as we’d thought—yet.

Photo: AdWeek

It also brings us one step closer to the integration of recipes (and other food media) and AI-enabled voice technology.

We’ve seen a voice-enabled smart kitchen assistant before with Freshub, which lets users add items to their shopping carts using voice commands. Then, at last year’s Smart Kitchen Summit, Emma Persky, who runs point on the Google Assistant’s guided cooking team, talked about Google’s work combining recipe content with their voice-enabled AI platform by offering video aids for recipe steps (say, sautéeing an onion). And Amazon’s 2016 partnership with AllRecipes allowed users to access voice-guided cooking instructions of their 60,000-strong recipe database.

But by combining recipes on a visual display with voice-enabled controls—albeit simplistic ones like telling it to move to the next step—this new skill from Good Housekeeping is the first time that virtual assistants have really entered the hands-free recipes zone in a synched-up visual and auditory way. While the Google Assistant can show you a video of how to sauté an onion if you’re stuck, it doesn’t have a connected visual element that takes you through each step of the recipe, since it relies almost entirely on voice guidance. This is nice since you don’t have to add another piece of equipment to your virtual assistant lineup, but not as helpful when you’re wondering how small the recipe wants you to dice your pancetta.

With this new skill, Hearst is betting on more voice assistants expanding into smart displays and a corresponding need for more visual content in the sphere. As the number and popularity of voice assistants grow and become a more commonplace part of consumers’ homes, I imagine we’ll see a lot more skills aimed at facilitating the home cooking process, from expanded shoppable recipe applications to visual cooking aids.

As of now, the Test Kitchen skill doesn’t have a sponsor. But with so many large companies trying to carve out a space in the trending foodtech world, it seems only a matter of time before a big-name recipe site or even CPG brand (who have been trying to get into foodtech in any way they can) snags the title.

The success (or lack thereof) of this skill could indicate where we are in that process.