Chicory is a New York based online recipe website that not only provide tasty food recipes but also provide instant grocery delivery to your doorstep. When customers have chosen a recipe, they can get all the ingredients directly delivered to them through Chicory’s delivery partners. Chicory uses point-of-sale marketing strategy to attract other brands that want their products to be featured in Chicory’s website when customers are choosing ingredients for their recipes. Moreover, Chicory also partnered with America’s leading Internet grocer, Peapod, which provides a variety of brands and also provides instant delivery services across 24 U.S. Markets. The success of Chicory also attracts other top recipe sites, which increases their footprint; customers can also choose recipes from other sites but still order their ingredients through Chicory. Chicory also hopes that they will attract other major online grocers such as Amazon Fresh in the near future.

I personally am really interested in what Chicory does. I believe that they have the right target consumers, which are busy people. They fulfill their customers’ need of cooking delicious, healthy food efficiently. If they manage to partner up with other top online grocers such as Amazon Fresh, Chicory will not only able to showcase different brands but also act as a price comparison between different delivery services. This will lead to increasing quality, more competitive price and reduced delivery times. I think that this will have a huge, positive impact not only for Chicory, but also for the future growth of online groceries.