Each week, Good Food will offer a menu plan full of 30-minute recipes that are prepared in partnership with Sydney’s top restaurants, chefs and nutritionists.
The ingredient kits start at $11 per person and users can select which meals they would like to purchase.
The service is the result of a partnership between Fairfax Media and The Cook’s Grocer, and will be available initially across Sydney and Canberra.
Nedahl Stelio, national editor of Goodfood.com.au, said websites moving forward should be looking at “different revenue streams and options apart from standard advertising”.
She said because Good Food was such a trusted brand in Australia there were many opportunities to bring good quality food to people through a number of avenues.
The launch of Good Food Delivered is one of a number of ways in which Fairfax is modernising the brand for the digital age – a process that kicked off publically last week with the debut of a redesigned Good Food website.
There are also plans to launch an app later this year that is intended to compliment the Good Food Guide – the long-running food review book that is published in Brisbane, Sydney and Melbourne.
The app is designed to be a go-to place for anyone looking to eat; users can locate nearby restaurants or cafes using the interactive map feature, read expert reviews written by the Good Food team and then make a reservation, all without leaving the app.
“You could be standing in the street corner in Surry Hills going, ‘Where am I going for dinner tonight?’ and look up the Good Food app, see where to go, read the review, see if it’s good or not and you can choose to go there,” Ms Stelio said.
In a second iteration of the app, Fairfax is considering incorporating user-generated reviews to go alongside the professional ones.
Fairfax is also considering monetisation options for the app. NewsMediaWorks understands a “freeminium” model is preferred.
While Ms Stelio believes there is still a market for the Good Food Guide book, there is a new world of opportunity to be explored in the future “and that’s where we’re headed with the app”.
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