In an effort to compete with companies such as Blue Apron and Hello Fresh, Instacart is now giving customers the opportunity to order ingredients from specific Food Network recipes. With more consumers turning to meal delivery companies, the new feature could help Instacart better accommodate meal planners.
With the new partnership in place, Instacart customers can now search through Food Network recipes for meal ideas and inspiration. If the customer finds a recipe they like, Instacart will find and deliver all of the necessary ingredients so that customers do not need to make a special trip to the grocery store. The new feature is similar to the approach of companies such as Blue Apron and Hello Fresh, which deliver recipe-ready ingredients directly to customers each week.
In addition to eliminating the hassle of grocery shopping, the new Instacart feature gives consumers a better way to manage their weekly meal planning.