![]() ![]() The 20-somethings who once used to Instagram their eggs Benedict and bottomless mimosas at brunch are now 30-somethings - and they’re sharing the pork shoulder they slow-roasted all day or the lemon pound cake they baked. This is, to be fair, less of a statement about a generation than a natural byproduct of growing up. Media brands like Forever35 and Girls’ Night In have built a social conversation around being a homebody. It also happens that as millennials age, they’re staying in more - and documenting it on social media. Sam Sifton, the editor of NYT Cooking, told me, “There is a sort of younger audience flocking to Alison, which is fantastic, and they may in fact be a little less seasoned in the kitchen.” But at the same time, he said, “My mom loves Alison, and my mom is the most experienced cook I know!” But her recipes also appeal to cooks of any age, which is perhaps what helps make them so popular. Roman has a huge following on Instagram - 182,000 followers and growing - and her simple, high-quality recipes have particularly struck a chord with this millennial, Instagram-happy generation. Because we know they’re engaged online, we have their attention, let’s give them some skills.” “They love to eat, but they might not know how to cook - and our intention was to start a site that teaches them. “There’s this generation of people in their 20s who are incredibly food-knowledgeable, incredibly passionate about food, and they’re going out all the time, they’re following food Instagrammers, they’re sharing their meals on Instagram, but they might not know how to cook,” Rapoport said. “Every time I go out, I’m just like, holy shit! I cannot believe how expensive this is.” So in 2017, they launched Basically, a new vertical dedicated to easy, educational recipes, with millennials as their target audience. But what if you made that chicken at home? You could do all of that for maybe $8 a person!”Īdam Rapoport, the editor-in-chief of Bon Appétit, said his team saw this need for simple, high-quality recipes for a generation of young adults who were learning to cook for the first time. you’re just like, damn, for chicken and a salad and a glass of wine, I just spent $60. Every time I go out, I’m just like, holy shit! I cannot believe how expensive this is. “Restaurants are expensive, especially in major cities. “I think that people are cooking more because it’s a cheaper form of entertainment almost,” Roman said. ![]() A 2017 study found that millennials are changing grocery trends because they prefer fresher, healthier foods and love organic produce. So when they do cook at home, they want to make the type of food they could get at a restaurant - at a much lower cost. But home cooking is more cost-effective than eating out, and millennials, who face mounting student loan debt, are forced to be conscious of every dollar. Millennials’ love of dining at restaurants is well-documented. Home cooking is on the rise among millennials - we want good food, and we want it cheap These viral recipes aren’t just making a splash because they look beautiful and get likes on Instagram - they’re representative of a broader shift toward the Instagram generation spending more time cooking at home. And the recipes this new generation of home cooks wants are simple, accessible, cheap, and restaurant-quality. At the same time, Instagram has turned cooking into a more social experience. Roman’s easy recipes resonate with millennials and young adults, many of whom are starting to cook at home more some are even learning to cook for the first time. I talked to Roman and other food writers and recipe developers to try to answer those questions. But what is it about certain recipes that make them become so popular that people can simply refer to them as “the stew” and “the cookies” in conversation and others know immediately which recipe they’re talking about? Why did the chickpea stew, specifically, become such a sensation? What is it that made this recipe resonate with so many thousands of social media users? The social media-viral recipe is a relatively new phenomenon, accelerated by the ascension of Instagram. A post shared by NYT Cooking on at 9:17am PST
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