Wonder, one of the leading food delivery startups in the US, has acquired Tastemade for $90 million as the parent company of Grubhub. Tastemade is a popular media company that produces content for online and streaming platforms in the fields of food, travel and home decor.
The Tastemade platform was founded by Larry Fitzgibbon, Steven Kydd and Joe Perez and is currently watched by more than 300 million people worldwide. Last year, the company signed a multi-year deal with Amazon MGM Studios to produce unscripted lifestyle content. It also launched its first live broadcast program with Pinterest.
Wonder’s Step on the Road to Becoming a Super App
Wonder, which intends to develop the super app model, will become the new owner of Tastemade’s content studio, production company and advertising department. Wonder, which aims to introduce food brands to a wider audience using these media resources, will establish a system for ordering dishes prepared by chefs directly through the Tastemade broadcast channel.
Wonder founder and CEO Marc Lore said the following about its future plans:
"Wonder will not only tell you what to eat, but will also become an AI-powered app that automatically orders from Wonder's kitchens."
Wonder's Growth Strategy
While Wonder initially started out by delivering a variety of restaurant dishes to customers through mobile kitchens, it has also expanded to include delivery, takeaway and on-site service models from centralized kitchens. Wonder currently operates 28 locations in the northeastern United States and plans to open 7 new locations by the end of the year.
With this new strategic acquisition, Wonder aims to bring an innovative approach to the food industry by combining media and technology with food services.
