Consumer Analysis - Epicurious.com

Copy: "Want to impress your sweetheart? You don't need to fudge it anymore. Epicurious.com has thousands of decadent delights and chocolaty bites to sweeten Valentine's Day."

Demographic information on target audience:


The target audience for this ad is females between the ages of 24 to 36. She is newly married or in a steady relationship. She has a college education and is from middle to upper class family.

Consumer insights:

What separates epicurious’ consumer from other recipe sites is that she wants to be a better chef than she is, but she is not starting from square one either. She has some knowledge in the kitchen, but wants to improve and she does not wanted to be treated like a four year old by Rachel Ray, while she is trying to learn. She chooses epicurious because it expresses her true intention of being curious and seeking out solutions, instead of going to, easy recipes.com, for example. Epicurious makes consumers feel a little more like connoisseurs and less like inept chefs. They do not want to cook below their abilities; they want to strive for excellence, even if it looks like it was harder than it really was which is okay.

The consumer is not stodgy or snobby. They may like to hold their noses in the air a little, but only because they know in the culinary world they have surpassed the people who depend on the food network. Epicurious consumers have progressed from the recipes in the back of Southern Living and they are on to Bon Appétit. They have stretched their culinary wings, and while they are not opening their own restaurant anytime soon, they are excited by the masterpieces they create. The food they cook is about making other people happy, and the good thing about food is, when you make someone else happy with it you know it must be good, so you feel a sense of accomplishment as well. Everyone loves an ego boost, and if it comes from something you have created it is even more sincere. These ladies do not have low self esteem, but who does not like to feel better about themselves?

http://www.epicurious.com/