There's fun shopping, and then there's
drudge shopping - the kind of shopping you do at the supermarket. But
that could all change soon, thanks to Rosh Ha'ayin-based startup
Recipping, a site that helps you to figure out what to make for
dinner, which ingredients you'll need, and how much they'll cost,
while saving you money at the same time.
We all have to eat, so a trip to the market is in order, at least
once in a while. But the current model for where people get their
food and how they make their food purchase decisions is a recipe for
inefficiency, says Shlomo Shamy, inventor of and chief investor in
Recipping's novel approach to meal planning and food shopping.
There's fun shopping, and then there's drudge shopping - the kind
of shopping you do at the supermarket. But that could all change
soon, thanks to Rosh Ha'ayin-based startup Recipping, a site that
helps you to figure out what to make for dinner, which ingredients
you'll need, and how much they'll cost, while saving you money at the
While some people have fun shopping at the mall, most don't find
that food markets are such enjoyable places. It takes time to get
there and they tend to be crowded. Also, food shopping is a
"commitment." Comparison-shopping is terribly
time-consuming and most of us aren't willing to spend the better part
of a day dashing from store to store. Most of us choose a supermarket
and hope for the best.
Shamy says that Recipping takes an original approach to food
shopping. He calls it "holistic." "We guide the
shopping experience for consumers from recipe to plate, helping them
to organize their shopping lists, find the best price for products,
and have their order delivered right to their door. Consumers save
time and money; they get the products they need and want, quickly and
painlessly," he claims.
It all starts with a recipe, either from your kitchen or from an
online recipe site. You can write out your own shopping list, or
choose a recipe from one of the affiliated recipe sites, and have
Recipping make up a shopping list for you. The site's application
then checks out the prices at local or national chains and presents
you with the information.
You can then decide where you want to order your products from,
and have Recipping connect you to the supermarket's online order
site, where your shopping basket is already filled with the products
you picked on Recipping. All you have to do is click "buy,"
submit your payment and delivery information, and the ingredients for
dinner are on their way.
Currently, Recipping is in beta, with a Hebrew-only website that
links you to recipes on two large foodie sites, and connects you to
the online shopping service at Israel's two largest supermarket
chains, Supersol and Blue Square. "We are working to smooth out
all the bugs in the beta, and expect to be able to deploy in the US
within the next year," Shamy says, pointing out that building
and maintaining the database for Recipping is a lot of work.
sites in the US (and in Britain, another eventual target market for
Recipping) that let you compare prices at supermarkets, both online
and offline, and there are supermarket sites where you can place
orders. But there are no sites, says Shamy, that let you push your
recipe ingredients or shopping list to the Internet, check prices at
rival sites, and have an order delivered to your house.
"Recipping's uniqueness is that it takes an overall approach
to food shopping," says Shamy. "Most recipe sites that have
links to ingredients are usually sponsored by a food manufacturer, so
that's the product you will be directed to, price notwithstanding.
And supermarket sites are usually a hassle to navigate - you choose
products by category, so you have to scroll through dozens of options
for each item, so making an online order often takes more time than
actually going down to the market for your order."
In fact, says Shamy, it was just such an experience that set off
the idea process that resulted in Recipping. "I was in the
hospital with my father and had to make sure that the family had
supplies. So I checked out a supermarket website and started filling
my basket. Between the clicking and price comparing, it took me four
hours to make the order."
Recipping, he says, does the footwork for you, tracking down the
products you need and finding the best price, using a unique
algorithm that parses Recipping's extensive database. Not only that -
the program even finds you the right package size, so if your recipe
calls for eight ounces of margarine, for example, Recipping will
present you with the nearest size product options, so you're able to
purchase just the amount you need, at the cheapest price.
As Recipping rolls out in various regions, the company will
develop partnerships with supermarkets that already have delivery
services, as well as regional and national grocery delivery services,
like PeaPod. "We don't intend to get into delivery ourselves, so
we will be able to work with a variety of companies. We also have
many new services we intend to include, but that's for later on,"
One thing's for certain - all the company's eventual services will
harness the power of the Internet to make life easier for food
shoppers, saving them time and money in the process. Shamy is
confident that once shoppers get a taste of the Recipping style of
shopping, they'll never want to shop any other way.