Smart kitchen platform SideChef revealed to The Spoon this week that it is now offering shoppable recipe fulfillment through Walmart.
Consumers using SideChef’s app and website can now buy all the ingredients for a recipe with one click and choose from more than 3,300 Walmart stores across the U.S. for curbside pickup or delivery.
Right now, there are 150 shoppable recipes available on SideChef, but that number will bloom to more than 10,000 recipes later this month and in time for the holidays. In addition to shopping directly for recipe ingredients, customers will be able to adjust serving sizes, swap brands, and convert cooking units, as well as see the percentage of each product used so they know what leftovers they will have.
After being dormant for a while, the shoppable recipe space is suddenly seeing a flurry of activity. In July Thermomix launched shoppable recipes through its Cookidoo platform. In August, Swedish shoppable recipe company Northfork (which also works with Walmart) raised $1.1 million. And just last month, Fexy Media sold off its Serious Eats and Simply Recipes to DotDash in order to focus more on its shoppable recipe platform.
Why are shoppable recipes suddenly so hot? Could be because that most of us are still stuck at home, thanks to the global pandemic. Online grocery shopping has shot through the roof, thanks to COVID and improved fulfillment systems from grocery retailers. In fact, the grocery e-commerce sector is expected to hit $250 billion in sales by 2025, so there is plenty of opportunity for shoppable recipe providers like SideChef to get in on the ground floor, as it were, to capitalize on this long-term growth.
Partnering with Walmart, and it’s massive retail footprint, could help push shoppable recipes more into the mainstream. With winter coming and more people stuck at home, there could be a greater need for recipe discovery to mix up any meal monotony that might have set in. Nearly 90 percent of U.S. population lives within 10 miles of a Walmart, so shoppable recipes is sitting right in the middle of a Venn diagram of audience and immediate action.
For it’s part, SideChef hasn’t been a slouch itself over this past year. The company’s app landed on Facebook’s Portal smart assistant, and launched a premiums subscription service. To learn more about SideChef and shoppable recipes, check out this deep dive interview with the company’s founder, Kevin Yu, over at Spoon Plus (subscription required).