Good news! We just made grocery shopping 42 percent easier.
Nope, we didn't fix the broken spinny wheels on every shopping cart in America. But on July 28, you’ll begin seeing a little “Buy Ingredients” button appear across 34,000 recipes on Epicurious. With one click, you'll be able to purchase an entire recipe’s worth of ingredients from your favorite online grocery store.
It’s that easy. Just tap a button. A window will open. You’ll choose which ingredients you need and don’t. Then you’ll be directed to an online grocer serving your area. This new feature, powered by PopCart, will allow you to shop your favorite online grocers, like FreshDirect, Stop & Shop, PeaPod, and Roche Brothers, with new stores added all the time. You can select what brands you like, how much you need, and pick up any other groceries you might need — it's not only limited to recipe ingredients. If you want to see it in action, we've got a more detailed explainer here:
Never bought groceries from the Internet before? Give it a try.
I gotta say, I'm a big fan. I still go to the supermarket regularly, but shopping online saves me a ton of time during the week. Don’t tell my boss, but I’ll plan my order while at work in the morning, fire it off at lunch, and walk in the front door and everything I need to make dinner will be there waiting for me. It’s especially good on those Friday afternoons, when I’m quadrupling this red wine-braised shortribs recipe for a Sunday night dinner party and don't feel like schlepping twenty pounds of meat home.
Okay. We're gonna work on fixing those shopping carts now. In the meantime, happy cooking — and shopping!
