In a significant move that has caught the attention of the tech and food delivery sectors, Wonder, a prominent food delivery startup, has acquired Tastemade, a media company known for its engaging food, travel, and home content, for a whopping $90 million.
The Strategic Acquisition
Founded in 2021, Tastemade has made a name for itself by producing high-quality videos and operating several free, ad-supported streaming television (FAST) channels. This acquisition provides Wonder with access to a content studio, production company, and advertising business, which will be leveraged to promote its brands to a wider audience.
Wonder's Vision: Creating a Mealtime "Super App"
Wonder's founder and CEO, Marc Lore, who previously headed Walmart's e-commerce division, has ambitious plans for the company. With this acquisition, Wonder aims to create an AI-driven "super app" that not only suggests what to eat but also automatically orders it for users from Wonder kitchens. This innovative approach could revolutionize the food delivery industry by integrating content and commerce seamlessly.
Enhancing User Experience
The integration of Tastemade's content with Wonder's delivery services means that users may soon be able to place a delivery order for a dish they see being prepared by a chef on a Tastemade streaming channel. This unique feature is expected to enhance user engagement and provide a more immersive experience.
Expanding Wonder's Portfolio
This acquisition is part of Wonder's broader strategy to expand its portfolio and create a comprehensive food and media business. Wonder's previous acquisitions include Blue Apron and Grubhub, further solidifying its position in the food delivery market.
Conclusion
Wonder's acquisition of Tastemade marks a significant step towards creating a unified platform that combines the joy of watching culinary content with the convenience of food delivery. As Wonder continues to innovate and expand, it is poised to become a major player in the food delivery industry.