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Growing food-delivery empire Wonder is acquiring food-centric media company Tastemade for roughly $90 million.
The Big Meal: While Wonder has the infrastructure to get anyone any meal, making the food go viral is another matter. By bringing in Tastemade as its in-house media specialist, the company hopes customers will eat with their eyes first, so they order even more.
Between the Dishes: Tastemade joins Wonder’s growing portfolio of acquisitions, including meal-kit brand Blue Apron and delivery platform Grubhub.
- Tastemade, one of the last-surviving independent digital content studios, is famous for making short- and long-form food and lifestyle content.
- With Wonder, the goal will now be for people to instantly order the dish they’re watching on their screen, according to CEO Larry Fitzgibbon.
- The company is profitable, getting most of its revenue from advertising and doing bespoke marketing for brands. Wonder will now have access to that business across its entire portfolio.
Final Order: With Tastemade, Lore hopes to build an AI-driven mealtime “super app,” per WSJ. The ultimate goal is for the app to check your health through various diagnostics, allow you to set your health goals and budgets, and then autonomously “feed you breakfast, lunch, and dinner” based on that data. That would sure take a lot of thinking out of daily meals, giving customers more time to plan interesting new recipes from popular chefs… maybe the ones they see on Tastemade.
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