Grocery delivery service expands audience through partnership with popular recipe network

Grocery delivery service Instacart partnered with the Food Network to bring the ingredients of recipes from viewers’ favorite shows to their front doors. When people log onto the Food Network’s website and access its library of over half a million recipes, they are invited to add ingredients from the recipe to a grocery list.

When home cooks are done planning their meal, they can purchase and have them delivered through Instacart’s network of partners. This added convenience is also an incentive for people to create accounts with the Food Network so they can better understand their audience. Given the Food Network’s popularity with home cooks, this is a major opportunity for Instacart to drive more traffic through their platform for retail partners.

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