In a significant move to enhance its digital presence and content capabilities, food delivery startup Wonder has announced the acquisition of media company Tastemade for approximately $90 million. This strategic partnership will provide Wonder with access to a robust content studio, production facilities, and an established advertising platform. Founded in 2021, Tastemade specializes in creating engaging videos centered around food, travel, and home-related topics. The integration of these resources aims to broaden Wonder's reach and promote its brands to a wider audience. CEO Marc Lore envisions transforming Wonder into a comprehensive mealtime "super app," leveraging artificial intelligence to suggest meals and even place orders automatically from Wonder kitchens.
The acquisition underscores Wonder's ambition to revolutionize the way people experience mealtime. By merging Tastemade's content creation expertise with Wonder's innovative technology, users may soon enjoy a seamless experience where they can watch a chef prepare a dish on a streaming channel and instantly order it for delivery. This synergy between content and service represents a novel approach to connecting consumers with their favorite meals.
Tastemade has been instrumental in developing several free, ad-supported streaming television (FAST) channels that cater to food enthusiasts. These channels not only entertain but also educate viewers on culinary techniques and global cuisines. With this acquisition, Wonder gains valuable insights into content production and distribution, which will be crucial in enhancing user engagement. Additionally, the deal strengthens Wonder's position in the competitive food delivery market, following previous acquisitions such as Blue Apron and Grubhub.
The $90 million investment reflects Wonder's commitment to building a versatile platform that integrates entertainment, education, and convenience. CEO Marc Lore, who previously led Walmart's e-commerce division, brings a wealth of experience in scaling businesses and optimizing customer experiences. Under his leadership, Wonder has raised a total of $1.6 billion to date, underscoring investor confidence in the company's vision.
This acquisition marks a pivotal moment for Wonder as it continues to evolve into a multifaceted mealtime solution. By combining Tastemade's rich content library with its own technological advancements, Wonder is poised to offer a unique and immersive dining experience. The future looks promising for both companies as they embark on this new chapter of innovation and collaboration.