How Food52 created a $100 million media empire


There aren’t any scarcity of recipe websites on the web—from Martha Stewart’s pastel-hued empire to curated recipes on Bon Appétit to home-grown blogs. However no meals web site has managed to mix e-commerce with content material as efficiently as Food52.

New York Instances meals editors Amanda Hesser and Merrill Stubbs based Food52 in 2008 as a web site that bridged the hole between connoisseur cooking and crowdsourced recipes. Over the previous 13 years, it has advanced to incorporate an internet market of residence items and a line of kitchen merchandise. This week, it introduced that it had acquired Dansk, a 50-year-old Scandinavian residence model with a cult following.

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Founders Merrill Stubbs and Amanda Hesser within the take a look at kitchen. [Photo: Courtesy Food52]

At a time when many media shops are flailing, Food52 is a uncommon success story. Proper earlier than the pandemic, VC agency The Chernin Group (TCG) purchased a majority stake within the firm for $83 million, bringing Food52’s complete funding to $96.6 million and valuing it at $100 million. COVID-19 solely fueled the platform’s progress. In 2020, Food52 doubled its income from the yr earlier than, attaining profitability for the primary time. It’s recipe site visitors went up by 34%, and its YouTube subscribers almost quadrupled to 400,000. However now the query is whether or not the positioning can preserve its inclusive, intimate relationship with its viewers because it scales.

Table of Contents


A brand new sort of meals media

It has by no means been exhausting to search out a good recipe. As veteran New York Instances meals journalists, Hesser and Stubbs have been immersed on the planet of intellectual cookbooks and sophisticated recipes solid in take a look at kitchens. However within the mid-2000s, residence cooks started sharing household recipes and meals tales on blogs that have been a substitute for the skilled, chef-driven media of the earlier 50 years.

Hesser and Stubbs have been intrigued by this extra democratic strategy to meals, however felt it could possibly be exhausting to navigate the chaotic blogosphere. They needed to create a extra curated approach for individuals to share recipes. And importantly, they needed their content material to mirror the truth that meals was now not a area of interest matter however was woven into individuals’s identities and life. “For the longest time, meals was an afterthought to People,” says Hesser, who serves as Food52’s CEO. “Out of the blue, individuals realized that meals was a central a part of who they have been, from their household’s historical past to how they select to reside their lives.”

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The Food52 take a look at kitchen. [Photo: Courtesy Food52]

Once they launched Food52, they hoped it could be a new sort of group centered on meals. To fund their nascent firm, Hesser and Stubbs bought two cookbooks to HarperCollins, utilizing their advance as seed funding. (Hesser stays intimately concerned with each facet of Food52, however Stubbs stepped away from her day-to-day obligations as president this past November, though she stays on the board of administrators.)

Despite the fact that the 2 ladies have been skilled recipe creators, they selected to not write recipes for the positioning themselves, however to crowdsource from their viewers. Each week, they launched a contest, inviting readers to submit recipes for a particular dish like layer desserts or kale salads. They might cull by way of the entries and ask readers to check the highest recipes and vote on them. Then Hesser and Stubbs would put up movies of themselves cooking the profitable dish in a skilled kitchen and {photograph} it fantastically, creating high-quality imagery. In brief, they have been mixing the interactivity of a weblog with the excessive manufacturing values of a shiny journal. This strategy allowed them to construct a database of recipes, and simply as importantly, a loyal group. As of late, there may be nonetheless a portal for readers to submit recipes alongside people who staffers create. “Our readers had a sense of possession over how the content material was created,” says Hesser. “It additionally helped us to scale shortly as a result of individuals have been submitting recipes and our job was determining methods to greatest curate it.”

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[Photo: Courtesy Food52]

Meals historian KC Hysmith says the positioning provided a substitute for the chef-driven meals media that had dominated the panorama because the Fifties, with magazines like Saveur, Bon Appétit, and Gourmand. “The media we had been consuming for a era was targeted on the mastery of meals and the perfection of the craft,” she says. However Food52 tapped into a completely different legacy of meals media, one which had extra to do with residence cooking and household meals showcased in ladies’s magazines and group recipe books. Up to now, this tended to be a female-oriented area, since ladies have been answerable for cooking for his or her households. “Food52 is based by two ladies who left the old-school culinary establishments and conventional meals media to start out their very own factor,” says Hysmith. “It builds on a historical past of residence cooking, which tended to be appeared down upon by skilled cooks.”

This democratic strategy hit the mark with many readers, who developed a loyalty to the model. Quickly, readers flocked to the web site and the platform started producing advert income, which allowed the founders to rent skilled photographers, recipe testers and meals stylists, who might in flip create extra content material.


Whereas Food52 doesn’t disclose month-to-month site visitors or income figures, it says its readership has continued to develop and its workers now numbers almost 100 individuals. This has led to new alternatives to create income streams. “When you construct belief, you are able to do a number of issues,” Hesser says. “You possibly can cowl a wider vary of subjects, create occasions on your viewers, promote them issues.”

From recipes to market

When it got here to promoting merchandise to readers, Hesser needed to tread very frivolously. She frightened that if the positioning got here throughout as simply an excuse to promote stuff, it could cheapen the content material and dilute the model. So, for the primary 4 years of Food52’s existence, the positioning solely beneficial merchandise, which have been examined by writers, but it surely didn’t make cash from the gross sales of these things.

By 2013, Hesser felt readers trusted the positioning to select solely the perfect merchandise, so the corporate launched the Food52 Store, which bought a small number of kitchen instruments. Since then, it’s turn into a massive market with a big selection of residence merchandise. Throughout the pandemic, it bought masks, hand sanitizer, backyard and residential enchancment tools, and even train gear, in response to customers’ pursuits. With its latest infusion of VC funding, the corporate is now planning to open pop-up outlets and brick-and-mortar shops.

Hysmith says that product suggestions have all the time been a pure a part of meals media, as a result of readers need to know what kitchen instruments or components to purchase. In ladies’s magazines within the 1800s and early 1900s, meals writers usually endorsed a specific model of flour or butter. However to ensure that the recipes and suggestions to be compelling, writers needed to develop a relationship with their readers. “Readers who trusted these ladies would belief their recommendation about what to purchase,” she says. “Food52 capitalized on the understanding that should you create a physique of communal information that you simply share, readers usually tend to purchase different merchandise from you.”

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5 Two is Food52’s personal line of merchandise. [Photo: Courtesy Food52]

Mike Kerns, co-founder of TCG, says he was impressed by how the model was capable of convert its devoted readership into customers. And since clients have been already coming to the positioning and its social media accounts for content material, the model didn’t must spend cash on Fb or Instagram. Collectively, he argues, this stuff laid the inspiration for a a lot stronger enterprise mannequin. “Food52’s meals media opponents all monetize primarily with ads,” he says. “However by the point we invested in it, Food52 was producing 85% to 90% of its income from commerce. And so they spent lower than 4% of their income on to buyer acquisition.”

In 2018, to capitalize on the success of {the marketplace}, Food52 launched its personal line of merchandise, 5 Two, that are designed in-house. The marketplace for kitchen instruments is crowded, however through the years, Hesser says readers commented about how exhausting it was to search out merchandise that really hit the mark. “Kitchen product corporations have nice industrial designers and companion with cooks, however few of them truly collaborate with the tip consumer, who might be utilizing these merchandise of their residence kitchens,” Hesser says.

Food52 has taken a completely different strategy: It asks readers to be a part of a “design group,” the place they participate in detailed surveys and take a look at prototypes. To date, greater than 25,000 have signed up. This has resulted in a stream of intelligent, problem-solving merchandise. For example, there’s a $59 cutting board with a nifty telephone slot so you may maintain your recipe helpful when you’re cooking; it additionally flips over to turn into a carving board with an additional deep juice groove. The $45 apron comes with a conversion chart in a pocket and built-in pot holders on the backside corners. The $39 rolling pin comes with silicone rings that mean you can create dough at a exact thickness.

Dansk was acquired this week by Food52. [Photo: Courtesy Food52]

And in its newest transfer, Food52 is now buying different cookware manufacturers. This week, it purchased Dansk, a firm that creates tableware and kitchenware with a distinct mid-century fashionable aesthetic, for an undisclosed quantity. The model was based in 1954 by People who have been captivated by Scandinavian design. They introduced on the Danish designer Jens Quistgaard to develop merchandise, together with an iconic enamel saucepan whose lid doubles as a trivet. Merchandise are reasonably priced: A mug prices $12 whereas a set of flatware prices $43.

The model has remained standard amongst design-oriented foodies. Hysmith, for example, saved as much as purchase Dansk merchandise for her first kitchen after school. Nevertheless it has by no means had the large enchantment of manufacturers like Le Creuset and Staub. Hesser’s objective is to assist deliver it to a new era—with a crowdsourced strategy, in fact. “Dansk has an unimaginable archive and there are many nice designs we wish to revive,” she says. “In our social posts, we’ve been asking our group to take photos of the favourite Danks merchandise they personal and tag us, so we will use it as inspiration for the items we relaunch.”

Food52’s future

Within the midst of the Black Lives Matter protests final summer season, many individuals referred to as out magazines for his or her lack of range. Bon Appétit got here underneath a notably blistering assault as images surfaced of editor-in-chief Adam Rapoport sporting a racist Halloween costume, and staffers mentioned individuals of coloration have been paid lower than their white counterparts. Food52 got here underneath scrutiny as nicely, for failing to rent a numerous sufficient group and never adequately amplifying the voices of Black individuals and folks of coloration inside its group. “The critique was that there have been two white ladies in cost and it could be time to shake issues up,” says Hysmith. “However the firm is used to responding to readers’ feedback and suggestions, in order that they have been fast to spring into motion.”

Final June, Food52 laid out its plans to do better, which included actively in search of out extra numerous candidates for positions and partnering with extra manufacturers owned by individuals of coloration. A few of these modifications are already in impact. For example, it launched a new video sequence that includes Sohla El-Waylly, who vocally left Bon Appetit as a result of she felt the journal discriminated towards individuals of coloration, in addition to Rick Martinez, a veteran meals editor who makes a speciality of Mexican delicacies, who had additionally labored at Bon Appétit. Nonetheless, if Food52 is to retain its status for being an inclusive area within the meals world, it might want to proceed bringing in numerous voices and factors of views—and never simply in entrance of the digital camera.


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[Photo: Courtesy Food52]

Over the past 12 years, Food52 has thrived due to its ability for creating a group and listening to it. However because it continues scaling, it could get tougher to remain as intimately linked to its viewers. Kerns believes that the laborious technique of constructing an viewers has given the corporate the inspiration it must scale now. “You possibly can’t pretend that connection together with your viewers,” he says. “It takes time to construct it, weblog by weblog, customer by customer. In the end, the group believes that if one thing goes to be on the Food52 store, it’s curated by the identical people who find themselves curating the content material.”

From Hesser’s perspective, the previous decade of slowly, rigorously establishing intimacy with readers was constructing to this second, when Food52 can broaden past recipes and tales to turn into a full-fledged life-style model dedicated to food-lovers.”From the beginning, we’ve been exploring what it takes to construct belief with an viewers,” she says. “We all the time believed that should you construct and preserve that belief, individuals will comply with together with you. We’re simply on the subsequent level in that journey.”