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If one food wasn’t enough, today Scripps Networks announces Food2. Scripps already runs the Food Network and RecipeZaar websites which as of a year ago controlled 25% of the food category online. Scripps describes Food2 as, “Food2 scours the planet as well as local fast food drive-ins for the tastiest, seductive, most shocking and satisfying bites in the world of food and drink. Along with an outspoken, eclectic slate of food bloggers, Food2 mixes up cocktails, beer & wine, foodie challenges, recipes, how to’s, food porn and pop culture with a bunch of other elements we aren’t at liberty to discuss.”
It looks like the site was built in Jooma and has a variety of content categories including videos, recipes, tips, and a blog. What’s really interesting is that (it appears) they have kept the “celebrity chefs” from the Food Network off the site.
The site is setup to target the people in the 21-34 age bracket and they have Facebook Connect, Twitter along with a Facebook account. I wonder which social media expert they hired to get that going :-P
Food2 offers a lot of good content but the look leaves me wishing they added more polish. It seems a bit unfinished and too loose. We will have to wait and see how Scripps promotes Food2 across their network of sites – with proper promotion the site should receive a strong initial lift – but will there be enough to get people to stay for the long-term, especially when their other food sites are so popular.