Munchery Partners With Pottery Barn For Contest, Tests Waters Of On-Demand Economy
The contest combines the short-term desire fulfillment of food from Munchery with the long-term fulfillment of dishes and kitchenware from Pottery Barn.
Food service app Munchery has partnered with Pottery Barn to bring the retailer’s normally brick-and-mortar products to customers through the on-demand services of Munchery in the form of a sweepstakes. Customers are invited to follow Munchery on Instagram and tag their friends in the company’s contest post — with winners receiving not only the temporary service of a free dinner delivered by Munchery, but also more permanent rewards in the form of a full dinner set of dishes from Pottery Barn.
Pottery Barn’s foray into the on-demand economy is not unprecedented; Petco and Target have both announced similar and more robust initiatives. Petco launched its own on-demand delivery app, and Target is working with Instacart for all of its on-demand services. Even other large companies that aren’t primarily known for brick-and-mortar stores are getting into the game, like Apple, which offered same day delivery from the Apple Store App through a partnership with Postmates.
All are examples of what has been called the “uberfication” of different business sectors. Chris Spanos, CEO of Urgent.ly, defines the on-demand economy by saying “I have a need and I want it fulfilled now or relatively soon, and I’m going to search [for that fulfillment] either through an app or another search channel, and what will be surfaced to me is available and served in a frictionless way, with complete transparency and visibility.”
In the past few years, a large number of traditional services have been upended by the on-demand economy. Uber, the namesake of uberfication, is probably the most well known, having disrupted the taxi business so much as to incite protests around the world from those in the industry. Airbnb is similarly disrupting the hotel industry through the personalization and quick fulfillment of desire for hotel services.
Now, Pottery Barn, even if only for a temporary contest, could be testing the waters of on-demand services. What makes a partnership like this different than just delivering Pottery Barn products is the way it combines services from a desire for immediate fulfillment (food from Munchery) with a longer-term desire for dishes and kitchenware from Pottery Barn. If this partnership turns into anything permanent for the future, Pottery Barn could experiment with similar combinations of services in their journey towards uberfication.
The contest is set to run until December 9.