The food e-commerce platform is rolling out content starting Tuesday via its newly announced production arm Goldbelly Studios, led by TV producer Art Edwards: 'We want to be Food Network 2.0'
“With [typical] food programming, you watch these shows and you want the stuff but you can’t get it. There’s a disconnect for anyone who views that food content. I would always vent about that,” says Ariel. By contrast, with Goldbelly’s new video offerings, customers can order prepared meals and watch content from the restaurants they enjoy, or take it a step further and select food kits and cook along with chefs. “We want to be Food Network 2.0,” says Ariel.
For his part, Edwards, the co-founder of Cakehouse Media , says that he’s approaching food content at Goldbelly quite differently than when he worked in cable TV. “I would bring in talent and they [cable executives] were very specific on the type of person that they wanted,” he says. “It wasn’t always the best cook or the most innovative and experienced chef.
Most of the videos will run about three minutes. “You’ll have the chefs in our studio kitchen for the most part and you’ll see how they prepare their ingredients. They’ll tell their stories. We’ll also visit the restaurant and see how the food is made kind of in its normal environment. There are chef interviews. It’s part travelogue, part kitchen how-to, part food beauty shots. We’re capturing all elements of the traditional food genres in three minutes,” says Edwards.
“In the last two years, a lot has changed in the world,” says Ariel. “Whenever there’s a crisis, you’re ready to step out of your day-to-day pattern in some ways and for us [consumers] may have heard about Goldbelly — ‘Oh, I can get this food in a box shipped to me.’ They were willing to give it a shot. We got millions of new customers.
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