Source: http://fitwellssu.files.wordpress.com/2011/02/grocery-store-lg.jpg

In an online article titled “Online Recipes Will Soon Have a Button That Sends You the Ingredients” by Issie Lapowski, what could very well be the future of grocery shopping is explained. The company Chicory allows recipe suppliers to add “a ‘Get Ingredients’ button at the bottom of a recipe” (Lapowski). The company then automatically adds certain brands (by whom they are paid for priority) to the shopper’s cart and is delivered to them in the near future. Though the consumers are able to switch away from a brand suggested by Chicory, the advantage given by Chicory is more so than a grocery store, where customers compare products before picking one to add to their shopping carts. What interests me about this business, however, is more their value proposition and customer segment which has been brilliantly thought out. The company allows customers to pick their meals for the week (on the recipe site) and order the ingredients for these meals without leaving the web page. The value proposition reduces the pain of leaving the house to buy groceries, provides an easy way to organize meal plans in the short term and also allows food brands to pay for an incredible advertising opportunity. I could see companies such as Chicory doing very well in many cities in North America.

Source: http://www.wired.com/2014/10/chicory/