Sunday Series: Cookies, Crafting, and Kraft in the Cooking Category

christmas cookies

Image from: Cookies / Shutterstock

This weeks Sunday Series is all about cooking! In the holiday spirit, we pulled a list of the fastest growing cooking sites in the month of November.

First and foremost, let’s just acknowledge that landed the number spot as the fastest grower. In November. A bit preemptive, but so what?

The second insight I noticed was that, for the most part, these sites are similar in how they function; they are databases of recipes. Most of these sites wouldn’t be considered a ‘branded’ site in the conventional sense. They’re more aggregate sites, which is about standard for this category. That’s why the appearance of as the third fastest growing site in November is something to note.

So what is Kraft doing right? How is it garnering this attention, and so suddenly? Well, taking a look at the site, the first thing I notice is that it instantly redirects to Then I noticed the ‘Use What’s On Hand’ feature, in which you’re able to enter what you’ve got in your kitchen, and it will automatically produce a recipe that utilizes what you’re already working with.

The lesson? Kraft upped its game by expanding beyond the conventional utilization of a ‘branded’ site. It gave its users something to do through acting as a resource that goes the extra distance.

10 gains in monthly UVs for Cooking Sites

About Ryan LaSala:
Ryan La Sala joins Compete as the Digital Marketing Co-op for, sovereign of all things social media. Ryan is a current attendant of Northeastern University, dual-majoring in Cultural Anthropology and International Affairs (with minors in Biology and Psychology), with career interests in Industrial-Organizational Psychology and Consumer Anthropology. Aside from acquiring aspirations with big words, Ryan’s other interests include reading cheesy fiction, writing in any capacity, singing and cooking. Find Ryan on twitter @Ryality or connect with him on LinkedIn.