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09/19/2022

Jupiter platform provides online stores for recipe influencers

Dan Berthiaume
Senior Editor, Technology
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A new e-commerce platform offers e-commerce monetization capabilities for creators of online and social recipe content.

Launched Monday, Sep. 19, 2022, Jupiter enables social recipe influencers to integrate their digital content into curated, branded and shoppable online recipe stores. Customers can browse, shop individual recipes for ingredients, manage grocery lists, and get same-day grocery deliveries from individual storefronts operated by each food creator.

Available across the U.S. with over 60 individual creator storefronts, including one run by recipe influencer Alice Sun, Jupiter enables its influencer partners (which it calls “co-pilots”) to receive direct compensation from groceries shopped through their recipes.

Co-pilots can open recipe storefronts integrated with Instagram, TikTok, Pinterest and other social media platforms, where their followers shop recipes and products directly. Customers leverage Jupiter's intelligent platform to populate their shopping cart with items they purchase from co-pilots, and also use Jupiter to follow and discover online recipe creators.

"During the pandemic, two forces came to bear - the explosive growth of people cooking at home and the rise of viral food trends on TikTok and Instagram," said Chad Munroe, co-founder & CEO of Jupiter. "With Jupiter storefronts, creators can earn recurring revenue for their work, and engage their community of followers while home cooks can follow as many creators as they'd like, knowing that every recipe they've shopped for directly compensates the creators for the content they consume."

"As a recipe and content creator, I want to spend my time doing things I enjoy - cooking, shooting, editing, and seeing people enjoy my creations. But for this to really work, I needed a revenue model that is simple, fast, and sustainable," said Alice Sun, Jupiter co-pilot and content creator.

"When I was introduced to Jupiter, I was thrilled to find that anyone could connect with me over one recipe or multiple recipes. I am also able to add value and build a direct relationship with my community by helping them make meal planning easy," said Sun. "My home chef followers now have a one-stop shop to gather all the ingredients they need for my recipes."

Consumers shop directly from recipes

Recipes are increasingly becoming an important omnichannel touchpoint for grocery shoppers. According to a recent survey from digital commerce platform Chicory, for the second year in a row, respondents identified food blogs and recipe sites as their most popular sources for meal inspiration online. Almost two-thirds (64%) of respondents said food blogs and online recipe publishers are their top drivers for food purchases.

Other platforms are also recognizing this trend by offering recipe-centric shopping opportunities. For example, Instacart targets food creators with its Shoppable Recipes service. Shoppable Recipes leverages strategic integrations between Instacart and TikTok, as well as digital food network Tasty and select Hearst Magazines publications. The feature uses real-time, AI-driven modeling to find in-stock items used in recipes from Tasty and other select sites, and available Instacart shoppers to deliver them.

And online delivery provider Grubhub recently launched MasterChef Table, a delivery-only virtual restaurant featuring recipes from winners and participants on the “MasterChef” culinary competition program. It offes 11 gourmet dishes, complete with appetizers, sides, and main courses, created by select contestants.