Allrecipes new mobile site creates food-focused social network

Allrecipes has launched a new responsive website designed as a food-focused social network for mobile users, with potentially big implications for grocery retailers.

The site boasts more than 1.3 billion visits annually and 40 million unique users each month. The redesign addresses users' shift from browsing on computers to increasingly using mobile devices instead.

Visits from mobile devices now account for two-thirds of Allrecipes annual visits and the sharing of food experiences through social platforms and photos continues to increase. Home cooks are viewing more than 100 million Allrecipes videos annually.

"Social connections have always been at the center of the Allrecipes brand," said Stan Pavlovsky, president of Allrecipes. "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."

All recipes now has a responsive, touch-based experience in a single site that extends across mobile, tablet and desktop.

New features and tools include an updated Cooking Graph that delivers a more personalized experience, anticipating a cook's interests and needs, and enables users to connect to other home cooks and brands they trust.

The 'I Made It' feature lets users share finished dishes with followers and the expanded user profiles now include favorite brands, food preferences and dietary needs. A Personal Collections section lets cooks curate preferences and inspirations, which can be viewed or 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 and broth marketing director, Campbell Soup Co., a brand partner in the redesign. "Allrecipes brings 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," Pavlovsky said. "In contrast to many social networks, which spark inspiration but lack actionable information and create fragmented conversations, the new Allrecipes is the only destination where the voices and contributions of home cooks are highly valued and validated."

Allrecipes is owned by Meredith, publisher of Every Day with Rachael Ray, EatingWell, Family Circle, Martha Stewart Living, and Better Homes and Gardens. In July, Meredith 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.

As a company, Meredith reaches nearly two-thirds of millennial women—the group of young mothers that retailers are desperate to better serve—across its portfolio of magazine and digital brands. Meredith's digital properties reach more than 70 million unique visitors per month.

Retailers, particularly grocery retailers, are eager to embed list-making features and offer recipes to shoppers looking for inspiration along the shopping journey and throughout the store. Although a company spokesperson told FierceMobileRetail that it's too soon to discuss potential retail partners, Allrecipes' deep content and large user base paired with a more mobile-responsive experience will likely have retailers looking to incorporate components into growing store apps. Walmart recently purchased a recipe startup Yumprint to grow its mobile grocery business.

For more:
-See this Allrecipes announcement

Related stories:
County Market turns on beacons in 44 stores
Peapod rolls out new mobile features
Walmart buys recipe startup Yumprint to fuel grocery delivery service 
Beacons reach 1 in 3 millennial moms
Regional grocers light up stores with beacon tests

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