Coles offers shopping by recipe with Northfork

Australian retailer Coles is working with software specialist Northfork to provide its online customers with personalised menu suggestions. Shoppers can add the ingredients directly to their shopping basket. Coles wants to make it easier for customers to plan their weekly menus and improve the online shopping experience.

Swedish start-up Northfork has developed a solution platform that food retailers can integrate into their websites or shopping apps using an API. The platform provides recipe suggestions and links these to the retailer’s product range.


The technology is already being deployed by several retailers in Northern Europe, such as ICA and Coop. Walmart in the USA also uses Northfork’s software to enable customers to buy ingredients directly via the Tasty recipe app from media group Buzzfeed.

Software helps with menu planning

Customers find inspiration for their weekly menu plan on the Coles website. They can set search filters according to their preferences and dietary requirements. They also have the option of specifying a budget. The system also takes past shopping behaviour into account. The customer then receives appropriate recipe suggestions. All the ingredients required for the selected dishes are added directly to the shopping basket. The application can automatically ignore household staples such as salt or flour. If desired, customers can replace products in the shopping basket with available alternatives at the click of a button.

The software ensures that menu suggestions do not contain any products currently out-of-stock. It also determines quantities and composition of products in a way that helps to minimise food waste. The application also considers the retailer’s special offers or promotions. The technology provider promises retailers up to 12 per cent higher shopping baskets when using the platform.

Show More

Joachim Pinhammer

Joachim Pinhammer supports retail and technology companies with consulting and marketing expertise. He was Senior Analyst and Research Director Retail Technology at the London-based analyst group Planet Retail. Prior to that, he was the global marketing director for the retail division of Wincor Nixdorf (now Diebold Nixdorf). Joachim Pinhammer is a regular speaker at events organised by Messe Düsseldorf (EuroShop and EuroCIS), the EHI and further industry conferences. His reports are regularly published by trade magazines and online retail industry media.

Related Articles

Back to top button