Reasor’s makes online recipes shoppable

Oklahoma grocer Reasor’s Foods making it easier for online grocery customers to go from “recipe to table.”

The Tulsa, Okla.-based supermarket chain said Wednesday it has partnered with digital meal planning platform Grocery Shopii to launch RecipeToTable, a new website tool that enables shoppers perusing recipes on Reasors.com to buy all of the ingredients for a meal in one click.

Described as a “recipe recommendation engine,” the Grocery Shopii-powered RecipeToTable feature integrates with Reasor’s online ordering system to automate the way customers plan meals. After clicking on the new RecipeToTable tab on Reasors.com, shoppers make selections on a series of checkboxes to indicate their range of preferences in terms of foods, allergy concerns, diet types and other factors.

RecipeToTable draws from a library of curated recipes and enables customers to create their own collection of recipes based on taste, dietary needs, food allergy concerns and other variables.

Next, RecipeToTable draws from a library of curated recipes and lists the results on a single page. Customers then can collect their favorite recipes and group them into their own online recipe library, creating an “easy ‘go-to’ for daily meal inspiration,” according to Reasor’s. Upon selecting a recipe to prepare, customers can order all of the ingredients online in a click, with the whole process taking less than five minutes, the grocer noted.

“Everyone loves a home-cooked meal, but sometimes we get in a rut,” Reasor’s Foods CEO Jeff Reasor said in a statement. “Now we’re helping to provide the answer to that question of ‘what’s for dinner?’ that so many of us hear every day. With a complete library of inspired recipes at our customer’s fingertips, along with a quick way to order them, we’re helping to make the daily task of cooking meals at home easier, more delicious and more creative.”

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To access the recipes, customers will need to set up a Reasors.com account. Shoppers who already have an online account just need to sign in, select the RecipeToTable link on the homepage’s dropdown menu and begin browsing recipes.

Overall, Reasor’s operates 17 supermarkets and one convenience store in northeastern Oklahoma.

RecipeToTable was developed by Charlotte, N.C.-based Grocery Shopii. Founded in 2019, the company offers a digital meal planning application that works directly with a retailer’s e-commerce platform to drive recipe-based online grocery shopping.

“We’re honored to launch with Reasor’s, as they deeply understand and respond to the needs of their shoppers as meal fatigue has settled in,” Grocery Shopii CEO Katie Hotze stated. “Our innovative meal planning technology will help bring families together by solving the ‘what’s for dinner’ dilemma by recommending fresh recipe inspiration from top brands and food bloggers, all of which can be added to their shopping cart with a single click.”