In the ongoing battle of Amazon versus Instacart, one food tech company has chosen to side with both.
New York-based Chicory uses artificial intelligence to provide grocery e-commerce solutions, including its core product, Get Ingredients, which offers delivery of online recipe ingredients from various grocers. To expand its reach, the company has partnered with Amazon Fresh and Instacart, doubling its retailer capabilities on shoppable recipes to span 40% of U.S. zip codes, beginning April 1.
Chicory currently provides recipe ordering solutions to more than 80 million shoppers for 3 million recipes and over 1,000 sites. Through Instacart, the company will offer its users one-hour delivery from more than 125 major retailers, including Costco, Safeway, Publix and H-E-B, while its Amazon Fresh partnership will connect users with the e-commerce giant for additional grocery deliveries.
“Chicory is excited to partner with top grocery e-commerce providers to bring recipe ingredients to the doors of consumers across the country,” said Yuni Sameshima, CEO and co-founder of Chicory, in a statement. “It’s been amazing to see our network grow, and with these partnerships, we can now offer a much more seamless experience to millions more customers looking to buy recipe ingredients online from their favorite recipe websites.”
The integration with Instacart and Amazon Fresh marks Chicory’s next step toward online grocery adoption, Sameshima said, and builds on the company's existing partnerships with Peapod, Time Inc. and General Mills International.
Chicory launched its “Get Ingredients” button in 2014, and within two years added more than 1,000 recipe partners, becoming the largest shoppable recipe network in the country. The company launched an advertising platform in 2016, leveraging its network to help food brands reach consumers who are in the market for grocery and CPG products.
Chicory users include consumers who frequent sites such as Betty Crocker, Food & Wine and Perdue.com, as well as blogs including Sally’s Baking Addiction, Half Baked Harvest, Budget Bytes and Le Creme De La Crumb.