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Could Pinterest be the next app for foodies?

Pinterest is laying the table for a new social commerce partnership as they join forces with grocery-giant Albertsons to form an innovative shopping experience.

Let’s try something new? What should we cook? What’s for dinner? So many people ask these questions time and time again and finally, Pinterest has answered and potentially found the solution!

Pinterest intends to use  AI and API technology to help and inspire grocery shoppers to plan exciting and fresh meals. Instead of finding food inspo on Pinterest and then scouring the internet for the right ingredients, which often wastes a lot of time, the inspiration to the shopping can all be done in the same place with only a few taps. 

Here’s how they’ll do it:

    1. Saved pins will now be integrated into the mobile shopping app for Albertsons so customers can add all the ingredients for a meal into their virtual cart in one-go. The image-based world of Pinterest is moving to the grocery market. 

    2. Customers will be able to see recommendations based on searches, saves and purchase history, so the opportunities for meal planning is endless.

    3. Pinterest will create interactive “tablescapes”, essentially showcasing how one ingredient can be used in many different recipes. These suggestions can be ‘as specific as Doritos, and as generic as carrots’. Not only will this prevent waste or one-time purchasing, it will promote multi-use and creativity with shopping and cooking. 

Albertsons aims to hold their title as a ‘food authority’ with this new way to connect to their customers. Their associates will be named as Pinterest creators with many of them being experts in the food world. They have their own niche, from a skilled meat griller to a mom who masters meal prep. Each creator adds their own personal touch to inspire and engage future at-home chefs!

Pinterest has a growing ecosystem of creators as they branch out into new formats like Idea Pins, a multi-page video format. Especially during the pandemic, there has been a rise in spending on the app and 93% of weekly food pinners discover new products through the app, which could bring major opportunities for Pinterest and for brands. 

It’s a win-win for both companies. Albertsons gets access to a new customer base as they enter the creative space and Pinterest boosts revenue as more purchasing is done through their app.This partnership takes on the trend of fast delivery service and simple meal prep like Hello Fresh and combines it with the aesthetic and creative vibe of Pinterest with everyday grocery products of Albertsons. 

Pinterest, with this move, could become THE app for everything food, whether you’re a lazy chef or the ultimate foodie.