New York Times brings commerce to its cooking app

By Jodie Hopperton

INMA

Los Angeles, California, United States

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Last month, The New York Times announced a partnership with grocery app Instacart. Again, this stays true to its brand and will likely improve brand engagement with the NYT cooking app.  

In their words: 

“This collaboration provides consumers the ability to discover delicious New York Times Cooking recipes, shop the ingredients easily with Instacart, and have dinner on the table in as fast as 30 minutes. Whether it’s skipping the grocery trip to get delicious weeknight meals on the table quickly or making a recipe with ingredients not on hand, this new feature makes it effortless to browse, decide, shop, and cook in a short span of time.”

In other words, this is offering their readers a utility. And it’s something that will make money for the brand. 

The New York Times' partnership with Instacart brings a useful element to its Cooking app users.
The New York Times' partnership with Instacart brings a useful element to its Cooking app users.

This is also expanding The New York Times’ reach, as the press release states: “All existing and new Instacart+ members will also be offered one year of access to New York Times Cooking, gaining access to all of Cooking’s expertly crafted recipes via its app and Web site.”

This seems like a genius partnership that works for every constituent. I’ll be interested to see the take-up and ongoing usage from Times readers and whether this picks up any new subscribers for them. 

If you are working on anything like this, I’d love to hear about it.

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About Jodie Hopperton

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