Everyone wants in on the meal delivery service boom. From do-it-yourself models like Blue Apron and Plated, to pre-made sellers like Munchery and the David Chang-backed Maple, these services have become a massively profitable pie that companies are dying to get a slice of. The latest company to get into the meal kit biz? The New York Times.
This summer, the iconic newspaper will begin a custom ingredient delivery service that works in correlation with their NYT Cooking section. In partnership with meal delivery startup Chef'd, the Times' will make it easier on readers to try out their catalogue of recipes. Essentially, if you're dying to try their Marinated Celery Salad recipe, they'll make it easy on you, delivering the ingredients and instructions you need to your door in 48 hours. The company's Cooking section has a large active readership—nearly 7 million users a month—and an expansive recipe archive, with more than 17,000 in the collection. This makes for plenty of potential consumers, and tons of recipes to work with.
This move is the latest in the Times' efforts to find new streams of revenue to offset the gradual decline in print sales. The company, which was founded in 1851, has recently explored such money-making alternatives as live conferences, trips hosted by foreign correspondents, a wine club, and an online store selling commemorative Times shirts, hats, and other trinkets.