How Food Brands Are Catering To The Millennial Kitchen

How Food Brands Are Catering To The Millennial Kitchen
Retail

Helping consumers cook as well as allowing them to purchase the materials they need, brands from Tito's to Allrecipes are turning to virtual interfaces that combine branded support like directions or recipes with shoppable capabilities

PSFK
  • 22 august 2018

As the do-it-yourself trend retains its popularity, younger consumers are turning to brands to equip them with the tools they need to execute their favorite recipes and drinks at home. As detailed in PSFK’s Content And Commerce Debrief, food and beverage companies are leveraging interactive forms of media to provide consumers with additional resources for their products and services, increasing value post-purchase with information, recipe ideas and related skills.

70% of millennials feel their favorite brands play an important role in their life, and 64% expect that to continue throughout their lives. Accordingly, from voice-activated barbecue skills that turn home cooks into pitmasters to cocktail recommendations that allow on-demand delivery, companies from liqueur brands to recipe sites are virtually reaching out to consumers in their home environments to engage with them further while offering additional support and guidance, as well as the opportunity to seamlessly purchase the supplies they need.

Stubb’s Legendary Bar-B-Q
Barbecue sauce brand Stubb’s created an Amazon Alexa skill that is a hands-free encyclopedia of barbecue knowledge, sharing recipes, stories, cooking tips, special content for holiday weekends, and even some BBQ-related tunes. Ask Stubb actually uses pieces of old recordings of the founder’s voice (Stubb died in 1995) to inject a Texas-sized dose of personality and deepen consumer engagement. Barbecue fans can also order more Stubb’s Bar-B-Q sauce directly through the skill.

Tito’s Handmade Vodka
The liquor brand Tito’s Handmade Vodka created a chatbot that whisky enthusiasts can access via Facebook Messenger for cocktail drink recipes and also allows them to seamlessly click-to-purchase Tito’s Vodka from liquor delivery service Drizly. Created in partnership with Allrecipes, the “barkeep” chatbot can also provide seasonal drink recommendations, recipes for ingredients users have on hand or mixing instructions.

Allrecipes
Food-focused social networking site Allrecipes partnered with AmazonFresh to let readers click on recipe ingredients to add them to their shopping carts for same-day delivery. Allrecipes will curate the food brands for each recipe ingredient, but consumers can change any brand in their cart, as well as select their preferred delivery times.

“Millennial and Gen Z consumers expect to find what they want, when they want with just a few touches on their mobile phone—their life’s command and control center,” says Brad Harrison, VP of marketing at ECOS. In keeping with this demand, brands are focusing on extending their impact and developing their interactivity with their consumers, providing them with digital aid and shoppable content for their cooking and crafting endeavors. For more information about how businesses like these are building engagement and loyalty while facilitating sales, see PSFK’s recently launched report, The Content & Commerce Debrief.

Lead image: cooking, technology and home concept stock photo from Syda Productions/Shutterstock

commerce retail trends

As the do-it-yourself trend retains its popularity, younger consumers are turning to brands to equip them with the tools they need to execute their favorite recipes and drinks at home. As detailed in PSFK’s Content And Commerce Debrief, food and beverage companies are leveraging interactive forms of media to provide consumers with additional resources for their products and services, increasing value post-purchase with information, recipe ideas and related skills.

+Allrecipes
+beverage
+content & commerce
+content debrief
+Delivery
+Delivery & Logistics
+Food
+gen Z
+loyalty & membership
+post purchase & service
+retail
+Stubb’s
+Tito’s

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