Extra Crispy

Time goes Extra Crispy with new brunch brand

The publishing giant has ordered up a new, digital-first vertical that looks to capitalize on the popular culinary genre.
June 3, 2016

If it’s true that there’s riches in niches, then what’s to be said about a niche within a niche?

Time Inc., the company behind publishing giants like People and Sports Illustrated magazines, is launching Extra Crispy, a multi-platform digital property focused on the only meal of the day that (often) combines pancakes with alcohol: brunch.

Extra Crispy will feature recipes, how-tos and kitchen advice, videos and quirky articles (such as a feature on the history of National Doughnut Day — the first Friday in June, in case you were wondering). It will also feature  live-streamed video.

The Extra Crispy brand was launched by The Foundry, a division of Time that identifies online niches and builds brands around those niches. The Foundry is modeling Extra Crispy after its digital brand The Drive (a car-focused vertical dedicated to millennials), which launched in September 2015 and now reaches more than two million monthly unique visitors, according to Time.

The publishing giant is hoping that same success plays out in the world of brunch.

Food is already undeniably popular online. Digital brands like Tastemade and Buzzfeed’s Tasty, both of which post the bulk of their content on Facebook, reach tens of millions of fans, and have proven to be extremely brand-friendly when it comes to sponsored content. Established businesses like Twitch have also gotten in on the food genre, launching dedicated culinary verticals.

But could the most important meal of the day also be the most popular?

According to Time Inc., breakfast order sales in the U.S. topped $52 billion in 2015, up 30% from 2009. The vertical also plays well in the digital space. The stereotype that millennials obsessively Snapchat and Instagram their eggs benny and mimosas didn’t come from nowhere — the tag “#brunch” on Instagram currently has more than eight million posts in the last day alone.

“We’re thinking about breakfast as not only the most important meal of the day, but also as a new cultural stronghold. Extra Crispy is all about exploring that intersection. We’re taking food off its pedestal, making it fun and accessible. Breakfast is a meal with home, friends and family at its heart, and our editorial content reflects that,” said Meredith Turits, senior strategist, brand development for The Foundry in a statement.

Time has also hired on Kat Kinsman, former editor-in-chief of Tasting Table, as senior editor, food and drink for Extra Crispy.

The launch sponsor for Extra Crispy is Danish dairy company Arla Foods. Extra Crispy will also become the media sponsor of the upcoming CoffeeCon in Brooklyn June 4.

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