Consumers who love using BuzzFeed’s Tasty app can now satisfy any craving they get from a video, as shoppable recipes are coming to the app.
Now, anyone browsing Tasty’s 4,000 recipes can add the necessary ingredients to their cart and check out with Walmart’s online grocery cart and either do in-store pickup or have it delivered to their home. The new feature is only available on the Tasty app and consumers can swap out ingredients or remove ones they already have before completing the purchase. The feature further deepens the ongoing relationship BuzzFeed and Walmart have, with the latter carrying Tasty-branded products in-store.
“We chose the best partner that we could and have not contemplated working with the other folks,” said Ben Kaufman, BuzzFeed’s chief marketing officer, who’s slated to leave the company at the end of the year. “I don’t see any retailer matching the scale and operational excellence.”
For now, Tasty users can order pickup from more than 2,500 stores nationwide and ask for one-day delivery at more than 1,100 stores across the country. The app has geo-location capabilities, so customers can order ingredients that are in stock. According to Kaufman, this partnership is different than similar ones such as Allrecipes and Amazon Fresh, because Walmart’s not only the largest retailer in the country, but it has the operational means to execute the ordering. BuzzFeed, on the other hand, becomes a brand that continues to “close the loop” on bringing this type of customer experience to its audience.
“We’re becoming a place that makes it easy for you to decide what you want to cook,” Kaufman said.
As it stands now, Walmart owns all the data associated with who’s ordering these ingredients from the Tasty app, but Tasty makes a commission out of each sale. So far, Tasty’s branded products have sold more than 4 million units in Walmart. Later this year, Walmart is introducing “Tasty-branded licensed products” in six categories at Walmart such as Tasty spices with McCormick and Tasty dessert kits with Kraft.
Earlier this year, BuzzFeed laid off 15% of its entire team, and Kaufman transitioned into the company’s CMO to focus on diversifying revenue streams. BuzzFeed’s CEO Jonah Peretti stated in a memo about Kaufman’s departure that the company’s headed toward profitability in the next year. Kaufman plans on staying with BuzzFeed in an advisory role capacity, as he further builds out Camp, a new experiential store for kids.