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Food delivery startup Wonder has made a significant move in its mission to create a mealtime “super app” by acquiring media company Tastemade for a staggering $90 million. The acquisition gives Wonder access to a content studio, production company, and advertising business, allowing the food delivery startup to promote its brands to a wider audience.
Tastemade, founded in 2021, produces high-quality food, travel, and home videos and operates multiple free, ad-supported streaming television (FAST) channels. The acquisition marks a significant milestone for Wonder as it looks to further expand its offerings beyond just food delivery.
Wonder’s founder and CEO, Marc Lore, previously the head of e-commerce at Walmart, has been clear about his vision for the company. He wants Wonder to become an AI-powered app that not only suggests meal options but also automatically places orders from Wonder kitchens on behalf of users. This acquisition is a critical step towards achieving this goal.
The deal builds on Wonder’s previous acquisitions, including Blue Apron and Grubhub. The startup has raised a total of $1.6 billion to date, demonstrating its commitment to innovation and growth.
It’s likely that the acquisition will enable new experiences for users, such as placing orders for dishes they’re seeing prepared by chefs on Tastemade streaming channels. This fusion of food content and ordering functionality could revolutionize the way people discover and consume food online.
The acquisition is also a strategic move by Wonder to expand its advertising capabilities, which will be essential in promoting its brands to a wider audience. The company’s previous deals have focused on growing its delivery business, but this acquisition signals a significant shift towards creating an all-encompassing mealtime solution.
In the words of TechCrunch, “Wonder wants to create a ‘mealtime super app’ that goes beyond just food delivery.”
