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Reasor’s makes online recipes shoppable

New RecipeToTable tool speeds up meal planning process

Russell Redman

October 13, 2021

2 Min Read
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Developed by Grocery Shopii, RecipeToTable allows shoppers browsing recipes on Reasors.com to buy all of the ingredients in one click.Reasor's

Oklahoma grocer Reasor’s Foods making it easier for online grocery customers to go from “recipe to table.”

The Tulsa, Okla.-based supermarket chain said Wednesday it has partnered with digital meal planning platform Grocery Shopii to launch RecipeToTable, a new website tool that enables shoppers perusing recipes on Reasors.com to buy all of the ingredients for a meal in one click.

Described as a “recipe recommendation engine,” the Grocery Shopii-powered RecipeToTable feature integrates with Reasor’s online ordering system to automate the way customers plan meals. After clicking on the new RecipeToTable tab on Reasors.com, shoppers make selections on a series of checkboxes to indicate their range of preferences in terms of foods, allergy concerns, diet types and other factors.

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RecipeToTable draws from a library of curated recipes and enables customers to create their own collection of recipes based on taste, dietary needs, food allergy concerns and other variables.

Next, RecipeToTable draws from a library of curated recipes and lists the results on a single page. Customers then can collect their favorite recipes and group them into their own online recipe library, creating an “easy ‘go-to’ for daily meal inspiration,” according to Reasor’s. Upon selecting a recipe to prepare, customers can order all of the ingredients online in a click, with the whole process taking less than five minutes, the grocer noted.

“Everyone loves a home-cooked meal, but sometimes we get in a rut,” Reasor’s Foods CEO Jeff Reasor said in a statement. “Now we’re helping to provide the answer to that question of ‘what’s for dinner?’ that so many of us hear every day. With a complete library of inspired recipes at our customer’s fingertips, along with a quick way to order them, we’re helping to make the daily task of cooking meals at home easier, more delicious and more creative.”

Related:Reasor’s rolls out Sally salad robot to three stores

To access the recipes, customers will need to set up a Reasors.com account. Shoppers who already have an online account just need to sign in, select the RecipeToTable link on the homepage’s dropdown menu and begin browsing recipes.

Overall, Reasor’s operates 17 supermarkets and one convenience store in northeastern Oklahoma.

RecipeToTable was developed by Charlotte, N.C.-based Grocery Shopii. Founded in 2019, the company offers a digital meal planning application that works directly with a retailer’s e-commerce platform to drive recipe-based online grocery shopping.

“We’re honored to launch with Reasor’s, as they deeply understand and respond to the needs of their shoppers as meal fatigue has settled in,” Grocery Shopii CEO Katie Hotze stated. “Our innovative meal planning technology will help bring families together by solving the ‘what’s for dinner’ dilemma by recommending fresh recipe inspiration from top brands and food bloggers, all of which can be added to their shopping cart with a single click.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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