Dear Food52ers,
You’ve been with us as we set out to become the very best resource for everyone who sees food as the center of a well-lived life—a place where people feel welcome and connected, where you can get exactly what you need, be it a new recipe or a new dish rack, where the meaning of home and good food are explored to infinity.
And today, we’re thrilled to share some very exciting news: We’ve taken on a majority investment from TCG Capital Management, to help us grow. (You can read the news here.) This means we’ll be able to create more of the things you love, like stories, recipes, videos, and podcasts; open pop-up stores across the country; kick-start new partnerships; give you best-in-class customer care; and dream big about the future—with you.
We will both be right here with you as we’ve always been, along with every member of the wonderful Food52 team, cooking recipes, sharing tips, posting on Instagram, obsessing over home design, discovering (and creating!) new products, and chatting cookbooks.
This news caps off what has been a very big year—our 10th anniversary year! We already have lots of great things happening. Our community-driven line of kitchen and home goods, Five Two, is heading into its second year, with some of our most anticipated products coming soon. Our second season of Genius Recipes videos just kicked off. Our latest book, Dynamite Chicken, is about to hatch. Our videos are now available on every JetBlue flight. And we have our biggest and most ambitious Holiday Swap yet planned for November.
This new investment will help us act on and expand our ambitions. To do this, though, we need your help. We’d love to hear what you’d like to see more of going forward (tell us in the comments!). An app? A store? More travel or home content? More new Five Two products? Curated trips?! These are some of our ideas, but we’d love to know yours.
Thanks for being part of this amazing community! Also, here’s a snappy recipe for tonight.
Xxo,
Amanda Hesser and Merrill Stubbs
Co-Founders, Food52
On Black & Highly Flavored, co-hosts Derek Kirk and Tamara Celeste shine a light on the need-to-know movers and shakers of our food & beverage industry.
Listen Now
Written by: Food52
Popular on Food52
118 Comments
Other than the fact that the search engine is not great
But I am a bit dismayed that the drift is to selling things.
Why is bigger better? Well the obvious answer is money.
Oh well-that is the way the world works.
Since you asked, I have always thought the site’s strengths were its community (of which I’ve largely been a lurker) and its forward looking POV. The recipes and food discussion always have seemed more progressive than the other big sites — more inclusive of cultures, more willing to engage in food politics. I love the NYT site, but I think they have to inch forward more carefully to avoid alienating their readership. I came to Food52 because I got tired of reading about weeknight chicken recipes elsewhere (unless you’re introducing me to a new technique, in which case I’ll eat my words).
When the store launched, I also loved it. It was a well-curated (sorry for that horrible word) selection of unique, useful and beautiful things. The return policy made me hesitate to buy on occasion, but I’ve tried to support the store whenever I can.
Lately I’ve felt like the site has lost a little focus. Some articles feel like filler, and I seriously doubt Amanda and Merrill would use some of the gimmicky tools from the store in their own kitchens.
You asked what more we want, and honestly, I’m indifferent to what tools you offer (an app, a store, etc. would all be great) as long as it reflects your original editorial voice. I recognize your desire for growth, but if you dilute your brand, then you lose your competitive advantage.
In my day job advising companies and organizations about what their stakeholders want, I often feel like I’m stating the obvious — you have to get the basics right. If the chicken sandwich you are famous for isn’t good, your community outreach program doesn’t matter. I’d like to see you do more, maybe in different ways, of what you already do well and also use these new resources to do the research and soul searching to edit out what isn’t serving the Food52 community. Spend on subtraction just as much as addition.
Join The Conversation