Allrecipes to Launch New Digital Platform as Food-Focused Social Network
What: Seattle-based social site Allrecipes.com is launching its new digital platform which offers a personalized user experience that engages and inspires home cooks.
Why it matters: With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online, specially as mobile devices now account for two-thirds of Allrecipes annual visits.
Allrecipes, the digital food brand with more than 1.3 billion visits annually,has unveiled the new Allrecipes: a more personal, shareable and responsive web experience that transforms the site into the world’s most food-focused social network.
With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online. Visits from mobile devices now account for two-thirds of Allrecipes annual visits. Additionally, the sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.
Meredith sources told Portada that although the new site introduced is just in English, the brand vision and direction is global. Many of the changes introduced are also in Allrecipes.com.mx experience such as Omni-Screen, the 'I Made It' widget, profiles and social sharing.
The sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100 million Allrecipes videos annually.
The new design provides the best possible experience for home cooks across devices. The single-site, responsive, touch-based experience now extends seamlessly across mobile, tablet and desktop devices to allow cooks to quickly and easily connect with Allrecipes whenever and wherever they want.
“Social connections have always been at the center of the Allrecipes brand,” said Stan Pavlovsky, Allrecipes President. “The new Allrecipes experience brings home cooks and the more than 300 million experiences they’ve shared to the forefront, and makes it easier for our community to share and connect from any device.”
Additional new features and tools include:
- The Cooking Graph, which delivers a more personalized experience that anticipates a cook’s interests and needs, and enables cooks to connect more with the home cooks and brands they trust most.
- ‘I Made It’ allows cooks to share their creations with their followers and celebrate the foods they love.
- Expanded Profiles provide all of the information home cooks need to connect with each other, as well as the brands they care about, based on food preferences and dietary needs.
- Personal Collections offer an easy way for cooks to curate the food experiences that inspire them for all of their special occasion and every day needs. Personal Collections can also be viewed and followed by other home cooks.
“Allrecipes understands how home cooks want to connect with brands all along their cooking journey – from meal ideas to shopping deals,” said Mark Materacky, Soup & Broth Marketing Director, Campbell Soup Company. “As one of the first brands to partner with Allrecipes on this updated design, Swanson is excited to see Allrecipes bring new cooking tools to the forefront for their passionate online community. Swanson cooks are turning to digital media sources for culinary inspiration and information more than ever and Allrecipes will provide an even more engaging resource for planning everyday meals or special holiday events.” "Now with the reinvented Allrecipes, we are re-imagining the way home cooks connect through technology by providing an experience focused on the discovery and sharing of authentic, highly actionable food-focused conversations and resources to guide cooks to success,” said Pavlovsky.
Meredith's bet on Food and Grocery
As a company, Meredith reaches nearly two-thirds of Millennial women across its broad portfolio of magazine and digital brands. The new Allrecipes is part of Meredith’s portfolio of multiplatform food-focused brands including Every Day with Rachael Ray, EatingWell, Family Circle, Martha Stewart Living and Eat This, Not That!, as well as 35 special interest media brands. In July 2015, Meredith Digital acquired Qponix, a Grocery Server technology that indexes thousands of local offers nationwide to help consumers find the best deals at their local retailer, further expanding its digital shopper marketing capabilities. Currently Meredith’s digital properties reach more than 70 million unique visitors per month.