Metro and Foodlavie bring recipe ingredients to people’s doorsteps

Metro and Quebecor’s Foodlavie, an online food destination, have teamed up to make food prep easier for Quebeckers.

Consumers who want to make any of 5,500 recipes on Foodlavie.com are able to buy recipe ingredients and have them delivered to their doorsteps, via Metro’s e-commerce service. Each recipe has a “shop this recipe” icon (magasiner cette recette), which opens up to a window where ingredients can be selected. Users then continue on to Metro.ca where they can add any other grocery items they may need and complete the transaction.

“It’s all about merging inspiration with convenience,” says Gino Plevano, Metro’s vice-president, digital strategy and online shopping. “When we think about the consumer grocery path to purchase, recipe websites play an important role in the planning phase and for some, they’re also used for inspiration. As a grocer offering an online shopping solution, it is a natural fit to bridge the gap between inspiration and purchase.”

Adrien Lebrun, director of strategy and digital products at Quebecor, says often when a user is viewing a recipe, they may be discouraged from making it if they’re missing some ingredients. “By partnering with Metro, it allows customers to plan their recipes with the unique opportunity to directly buy the ingredients necessary to make it,” he says.

The new service will be promoted in Metro and Foodlavie newsletters and social media channels, banner ads on other Quebecor platforms and in an article on the Foodlavie website.