Jamila Robinson, editor-in-chief of Bon Appétit and Epicurious, has been actively reshaping the culinary landscape since assuming her role in September. In response to shifting algorithms impacting search traffic, Robinson has prioritized expanding the magazines’ coverage beyond traditional cooking.
This strategic move includes delving into sports and relationships, broadening their appeal, and engaging a modern audience. She has also spearheaded the launch of innovative subscriber products, such as the Cook with Bon Appétit monthly subscription box.
Priced at varying tiers, this box offers curated ingredients, recipes, instructional videos, and digital magazine access, akin to Allure’s successful Beauty Box model.
In a recent episode of the Digiday Podcast, Robinson discussed Bon Appétit’s pioneering Sports issue, highlighting the interconnectedness of sports and food in everyday life.
This thematic exploration extends to upcoming issues like the relationships edition, demonstrating a departure from traditional culinary coverage to embrace broader cultural intersections. Robinson aims to position Bon Appétit as a leader in the evolving food media landscape, leveraging their expertise in innovative ways.
Acknowledging the volatility of digital algorithms, Robinson emphasizes the importance of dynamic content strategies that resonate with audience interests and behaviors. This approach includes not only responding to popular search trends but also anticipating culinary and cultural shifts.
By fostering deeper audience engagement, Bon Appétit seeks to cultivate lasting relationships through ongoing interactions and personalized subscription experiences that enhance culinary exploration and lifestyle choices.
Central to their strategy is the introduction of the subscription box business, which not only connects subscribers with curated recipes but also promotes independent culinary brands.
This initiative aims to enrich the culinary landscape by introducing subscribers to unique ingredients and products endorsed by Bon Appétit.
By leveraging their extensive archive and culinary expertise, Bon Appétit aims to redefine how audiences engage with cooking, shopping, and dining, fostering a community around world-class content and culinary innovation.
