Albertsons integrates with shoppable recipe platform

Dan Berthiaume
Senior Editor, Technology
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Albertsons is collaborating with Chicory.

Albertsons Companies is partnering with a shoppable recipe provider.

The grocery conglomerate, which is seeking to merge with Kroger Co., is integrating with Chicory, a provider of a proprietary solution that creates contextual recipe placements that are linked to shoppable technology. As a result, customers will be able to send products directly to carts at Albertsons and 15 of its banners via Chicory's shoppable recipe technology and in-recipe contextual advertisements. 

Prior to this new integration, Albertsons was available as a retailer in Chicory's network, but utilized a third-party order fulfillment option. The grocery retailer decided to build infrastructure that seamlessly integrates with Chicory's tech stack to provide its customers within Chicory's recipe network with a streamlined add-to-cart and checkout process.

In addition, Albertsons expects increased traffic to its e-commerce site and higher order volumes. As part of the developing partnership, Albertsons also plans to test Chicory's Featured Retailer solution, which provides a visual spotlight for select retail partners in the selection step. Albertsons wants to test the feature’s ability to drive new shoppers and incremental sales.

"At Albertsons Companies, we are focused on meeting our customers when and where they are thinking about food, providing them with great value and a convenient experience," said Usman Humayun, group VP of enterprise marketing at Albertsons Companies. "Our integration with Chicory enables us to offer our great deals to customers using online recipes and connect them directly to our convenient digital shopping platform."

"We are thrilled to partner with Albertsons and help them leverage the power of recipes to inspire consumers and drive commerce," said Chicory CEO and co-founder Yuni Baker-Saito. "Our integration signifies growing demand for contextual commerce and seamless online shopping experiences— two essential components to a competitive e-commerce strategy today."

Other supermarket retailers are also integrating with Chicory’s shoppable recipe technology. For example, regional grocer Giant Eagle is including Chicory’s Contextual Recipe Targeting advertising solution in its Leap Media Group internally-developed retail media network portfolio.

As of Sept. 9, 2023, Boise, Idaho-based Albertsons Companies Inc. operated 2,272 retail food and drug stores with 1,726 pharmacies, 401 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The company operates stores across 34 states and the District of Columbia with 24 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.