Publix Super Markets Inc.’s latest bid to turn shoppers into chefs — and ideally pique their interest in buying more ingredients along the way — is a series of free online cooking classes that will debut on YouTube.
The Florida-based grocer says its Aprons Cooking School program has three episodes teed up. The first, which will teach shoppers how to build three separate meals from one of its deli oven-roasted chickens, goes live at 6 p.m. on Jan. 12. Viewers will be able to participate in a live chat with the chefs featured in each episode.
Publix has long used its Aprons program, which handles recipe demonstrations and in-store cooking classes at some locations, to promote home cooking. Its YouTube channel is already home to a few dozen recipe videos that feature its Aprons Simple Meals recipes.
But the online cooking classes are much more interactive and actionable than Publix’s current YouTube offerings; recipes and shopping lists are published before each episode airs on the grocer’s own website.
Beyond competition with rapidly growing specialty grocers — Lucky’s Market and Sprouts Farmers Market Inc. both continue to add locations throughout Publix’s six-state footprint — Publix also has to battle with restaurants and meal-kit companies for consumers’ food dollars. Put another way, UberEATS and other food delivery apps are becoming as much of a threat to Publix as traditional competitors like Walmart Inc.
The first episode features some of Publix’s simplest meal ideas yet: From one deli chicken, the grocer will teach shoppers how to make breakfast (shredded chicken, sausage, egg and cheese burrito) as well as an Asian-style vegetable salad topped with the shredded chicken and harissa chicken with sweet potatoes and yogurt sauce.
Posted by Bizwomen