We’ve all been there. You’re binge-watching Stanley Tucci: Searching for Italy, and you suddenly have a hankering to make rigatoni all’Amatriciana. Or perhaps you’re in the middle of The Great British Bake Off when you frantically start searching for fruit tart recipes.
If you happen to watch the Today show, you’ll find that tracking down those recipes from the show, like Italian wedding soup or cinnamon rolls—not to mention actually buying the ingredients—has gotten a little bit easier.
Beginning last week, the NBC morning show started letting visitors to its site to add ingredients for hundreds of recipes from the show to an online shopping cart and buy them from Walmart in just a few clicks. Today’s on-air cooking segments also became shoppable last week when chef Gaby Dalkin shared three healthy winter recipes on Thursday. Just scan an on-screen QR code or text a number to receive a link, anchors Al Roker and Carson Daly instructed viewers, and the recipe opens on your phone. Viewers can then choose to purchase ingredients from Walmart for either delivery or pickup.
By March, Today’s streaming channel, Today All Day on Peacock, will also let viewers purchase ingredients for recipes they’ve seen on screen.
The new feature, called Today Table, is the latest and one of the most ambitious pillars in the morning show’s growing e-commerce ambitions, designed to make it easier than ever for its audience to spend money directly from articles and segments.
