Wonder acquires food media company Tastemade

Wonder owns restaurants, meal kits, a delivery service and now a media company. | Photo courtesy of Wonder

Wonder, the fast-growing food hall-delivery-meal kit company, is getting into the media business.

The company said Wednesday that it has acquired Tastemade, a company that produces cooking shows and other food and travel content for the web, streaming platforms and social media. 

The acquisition will allow Wonder to create a media network that combines Tastemade’s content production and advertising businesses with Wonder’s restaurant brands and delivery service, giving the company multiple ways to reach consumers and generate revenue.

As an example of what that will look like, the companies said that Tastemade might develop new shows around Wonder restaurant brands and personalities, which include well-known chefs such as Bobby Flay and Jose Andres. Consumers will be able to see Wonder meals on their TVs or smartphones and then have them delivered to their door by Wonder.

The deal will also give advertisers the opportunity to buy ads across Wonder’s various verticals, which now include Tastemade as well as the Grubhub delivery app and Blue Apron meal kits.

It is the latest step in Wonder’s goal to become a “super app for mealtime.”

“We’re excited to inspire consumers through world-class video storytelling across the Wonder family of brands, while enhancing our ability to deliver innovative, end-to-end advertising opportunities for brand partners,” said Marc Lore, founder and CEO of Wonder, in a statement. 

Founded in 2012, Tastemade produces a wide variety of content, from short cooking videos for social media to long-form series starring celebrity chefs like Andrew Zimmern and Alison Roman. It also offers recipes, meal plans and an online shop that sells kitchen products. It touts an audience of 160 million social media followers and 13 million monthly streaming viewers. 

Tastemade co-founders Larry Fitzgibbon and Steven Kydd will join Wonder as part of the deal. Fitzgibbon will be CEO of Tastemade and EVP of Wonder media, advertising and content, and Kydd will be president, head of business development and international at Tastemade.

“This acquisition represents an incredible opportunity for both Tastemade and Wonder to leverage our strengths and elevate our storytelling and retail capabilities to new heights,” Fitzgibbon said in a statement. “Together, we will build a platform that seamlessly merges the joy of watching with the convenience of having dinner delivered right to the door.”

The deal is another sign of Wonder’s far-reaching ambitions. The company now operates 38 storefronts that house up to 30 proprietary restaurant brands, and it expects to have 90 locations by the end of the year. Customers can order from any combination of these brands through Wonder’s app for delivery or pickup. Dine-in is also available.

Wonder also owns Grubhub and Blue Apron, both of which are being further integrated with Wonder as it looks to become a go-to meal provider in an increasingly convenience-driven world.

The addition of Tastemade gives it a place where it can tell its story, creating a whole universe of food and content with Wonder at the center.

The company’s rapid evolution is backed by $1.6 billion in fundraising, including a $700 million infusion last year.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.