Cooking.com, a popular online cooking community and recipe sharing platform, has been a staple for food enthusiasts and home cooks alike. With its vast collection of recipes, cooking tips, and product reviews, the website has become a go-to destination for anyone looking to improve their culinary skills or simply find new ideas for dinner. However, in recent years, the website has undergone significant changes, leaving many to wonder: who bought Cooking.com?
A Brief History of Cooking.com
To understand the acquisition of Cooking.com, it’s essential to delve into the website’s history. Founded in 1999, Cooking.com was initially launched as a recipe sharing platform, allowing users to upload and share their favorite recipes with the community. Over the years, the website expanded its offerings to include cooking tips, product reviews, and even online cooking classes.
In its early days, Cooking.com was a small, privately-owned company, but as the website grew in popularity, it began to attract the attention of larger companies. In 2007, Cooking.com was acquired by the Tribune Company, a media conglomerate that owned several newspapers, television stations, and other online properties.
The Tribune Company Era
Under the Tribune Company’s ownership, Cooking.com continued to grow and expand its offerings. The website introduced new features, such as user-generated recipe contests and cooking challenges, which helped to increase user engagement and attract new visitors.
However, despite its growth, Cooking.com faced significant challenges during the Tribune Company era. The website struggled to compete with other popular recipe sharing platforms, such as Allrecipes and Epicurious, and its user base began to decline.
The Acquisition by Target Corporation
In 2013, the Tribune Company sold Cooking.com to the Target Corporation, a retail giant with a significant online presence. The acquisition was seen as a strategic move by Target to expand its online offerings and improve its e-commerce capabilities.
Under Target’s ownership, Cooking.com underwent significant changes. The website was redesigned, and new features were introduced, such as the ability to purchase cooking products and ingredients directly from the website.
Target’s Strategy Behind the Acquisition
So, why did Target acquire Cooking.com? The answer lies in the company’s strategy to expand its online presence and improve its e-commerce capabilities.
Target recognized that Cooking.com was a valuable asset, with a large and engaged user base. By acquiring the website, Target aimed to leverage Cooking.com’s expertise in recipe sharing and cooking content to improve its own online offerings.
Moreover, Target saw an opportunity to use Cooking.com as a platform to promote its own products and services. By integrating Cooking.com with its e-commerce platform, Target could offer users a seamless shopping experience, allowing them to purchase cooking products and ingredients directly from the website.
The Impact of the Acquisition on Cooking.com
The acquisition of Cooking.com by Target had a significant impact on the website and its users. While the website underwent significant changes, some users were concerned that the acquisition would compromise the website’s independence and integrity.
However, under Target’s ownership, Cooking.com continued to operate independently, with its own editorial team and content strategy. The website remained committed to providing high-quality cooking content and recipes, while also promoting Target’s products and services.
Changes to the Website
The acquisition of Cooking.com by Target led to several changes to the website. One of the most notable changes was the introduction of a new e-commerce platform, which allowed users to purchase cooking products and ingredients directly from the website.
The website also underwent a redesign, with a new layout and user interface. The redesign aimed to improve the user experience, making it easier for users to find and share recipes, as well as purchase products.
Conclusion
The acquisition of Cooking.com by Target Corporation marked a significant turning point in the website’s history. While some users were concerned about the impact of the acquisition on the website’s independence and integrity, Cooking.com continued to operate independently, providing high-quality cooking content and recipes to its users.
Today, Cooking.com remains a popular online cooking community and recipe sharing platform, with a large and engaged user base. While the website has undergone significant changes since its acquisition by Target, its commitment to providing high-quality cooking content and recipes remains unchanged.
| Year | Event | Description |
|---|---|---|
| 1999 | Founding of Cooking.com | Cooking.com was founded as a recipe sharing platform, allowing users to upload and share their favorite recipes with the community. |
| 2007 | Acquisition by Tribune Company | Cooking.com was acquired by the Tribune Company, a media conglomerate that owned several newspapers, television stations, and other online properties. |
| 2013 | Acquisition by Target Corporation | Cooking.com was acquired by the Target Corporation, a retail giant with a significant online presence. |
In conclusion, the acquisition of Cooking.com by Target Corporation marked a significant turning point in the website’s history. While the website has undergone significant changes since its acquisition, its commitment to providing high-quality cooking content and recipes remains unchanged.
Who bought Cooking.com?
Cooking.com was acquired by Target Corporation in 2013. The acquisition was a strategic move by Target to expand its online presence and offerings in the cooking and kitchenware space. As a result of the acquisition, Cooking.com became a subsidiary of Target Corporation.
The acquisition of Cooking.com by Target Corporation marked a significant milestone in the company’s history. With the acquisition, Target gained access to Cooking.com’s vast collection of recipes, cooking content, and e-commerce platform. This enabled Target to enhance its online shopping experience and provide customers with a wider range of cooking-related products and resources.
What was the reason behind Target’s acquisition of Cooking.com?
Target’s acquisition of Cooking.com was driven by its desire to expand its online presence and offerings in the cooking and kitchenware space. At the time of the acquisition, Cooking.com was a leading online cooking destination, with a vast collection of recipes, cooking content, and e-commerce platform. By acquiring Cooking.com, Target aimed to leverage the site’s expertise and resources to enhance its own online shopping experience.
The acquisition of Cooking.com also enabled Target to tap into the growing demand for online cooking content and kitchenware products. With the rise of digital media and online shopping, Target recognized the need to strengthen its online presence and offerings in the cooking and kitchenware space. By acquiring Cooking.com, Target was able to achieve this goal and provide customers with a more comprehensive online shopping experience.
What changes occurred at Cooking.com after the acquisition?
After the acquisition, Cooking.com continued to operate as a standalone website, with its own brand identity and e-commerce platform. However, the site’s content and product offerings were integrated with Target’s online platform, enabling customers to access a wider range of cooking-related products and resources.
The acquisition also led to changes in Cooking.com’s management and operations. Target appointed new executives to oversee the site’s operations, and the company’s headquarters were relocated to Target’s headquarters in Minneapolis. Despite these changes, Cooking.com continued to maintain its unique brand identity and focus on providing high-quality cooking content and products to customers.
Did the acquisition affect Cooking.com’s content and product offerings?
The acquisition of Cooking.com by Target Corporation did not significantly affect the site’s content and product offerings. Cooking.com continued to provide customers with a vast collection of recipes, cooking content, and kitchenware products. However, the site’s product offerings were expanded to include a wider range of Target-branded products and exclusive online deals.
The acquisition also enabled Cooking.com to leverage Target’s resources and expertise to enhance its content and product offerings. The site’s editorial team was able to tap into Target’s network of experts and suppliers to create new and innovative content, including recipes, cooking tips, and product reviews.
How did the acquisition impact Cooking.com’s customers?
The acquisition of Cooking.com by Target Corporation had a positive impact on the site’s customers. With the acquisition, customers gained access to a wider range of cooking-related products and resources, including Target-branded products and exclusive online deals. The site’s content and product offerings were also enhanced, providing customers with a more comprehensive online shopping experience.
The acquisition also enabled Cooking.com to offer customers more competitive pricing and faster shipping options. As a subsidiary of Target Corporation, Cooking.com was able to leverage Target’s logistics and supply chain expertise to provide customers with faster and more reliable shipping options.
What was the financial impact of the acquisition on Target Corporation?
The financial impact of the acquisition on Target Corporation was significant. The acquisition of Cooking.com enabled Target to expand its online presence and offerings in the cooking and kitchenware space, which contributed to the company’s revenue growth. The acquisition also enabled Target to tap into the growing demand for online cooking content and kitchenware products.
The acquisition of Cooking.com was also seen as a strategic move by Target to enhance its e-commerce capabilities and compete more effectively with online retailers such as Amazon. By acquiring Cooking.com, Target was able to strengthen its online presence and provide customers with a more comprehensive online shopping experience.
What is the current status of Cooking.com?
Cooking.com is currently a subsidiary of Target Corporation, operating as a standalone website with its own brand identity and e-commerce platform. The site continues to provide customers with a vast collection of recipes, cooking content, and kitchenware products, as well as exclusive online deals and Target-branded products.
Despite the acquisition, Cooking.com has maintained its unique brand identity and focus on providing high-quality cooking content and products to customers. The site’s editorial team continues to create new and innovative content, including recipes, cooking tips, and product reviews, and the site remains a leading online destination for cooking enthusiasts and home cooks.