Back in March, Instacart announced its new “Shoppable Recipes” integration, with Tiktok being the main juicy partner announced at that time. Creators can share their content and engage with fans in new ways, allowing home cooks to make online recipes a reality by quickly getting all the ingredients they need, and Instacart’s retail partners are able to tap into new addressable audiences via integrations with best-in-class content creators and entertainment brands. Everyone wins.
Now, Instacart has tapped into a new partner who will make use of that same integration: Pepper, a social cooking app that caters to the home chef community. It’s been just over a year since launching, and the company already has more than 380,000 users and has been named the App of the Day by the iOS App Store.
Starting at the end of September, Pepper users will be able to use the “Shoppable Recipes” feature to order ingredients from verified chefs on Pepper and then have those groceries delivered via Instacart.
SN off the Shelf sat down with the C-suite of Pepper: CEO Jake Aronskind and COO Matt Schkolnick.
In this episode, you’ll find out:
- What the integration says about how a percentage of the population now wants to get their groceries
- The demographics of a Pepper user
- What grocery should take away from the launch