Meal delivery platform Munchery is attempting to drive purchases made from its mobile application with a Google Play Music partnership that enables customers to buy menu items accompanied by chef-developed themed playlists.

Munchery is asking its chefs to create curated music playlists that correspond to its ready-to-eat meal items in a bid to provide customers with some pleasant listening during dinner or dance parties. The company’s custom menus will be available in all metropolitan cities that Munchery is currently active in, and may be purchased via its mobile app, Web site or daily emails.

“The food business is a profitable vertical to crack,” said Gary Schwartz, president and CEO of Impact Mobile, New York. “While GrubHub, DeliveryHero and the new catering service Platterz automate the I-am-hungry market, Munchery has gone for the full-stack operation foodie experience.

“Pairing chardonnay and patio rock makes sense if the experience is the key selling point.”

Adding value to experiences
While plenty of services are offering ready-made meals to purchase via mobile, Munchery is taking its strategy a step ahead by providing an all-encompassing dining experience with music and food. The company is ensuring that each Munchery and Google Play Music item corresponds with an appropriately-themed playlist on Google’s mobile-optimized platform.

The playlists are curated based on times of day, moods and activities. Consumers can view the menus on Munchery’s mobile apps for iOS and Android platforms, in addition to the Web site and email blasts.

This strategy could set Munchery apart from its competitors by appealing directly to music fans seeking a bit of ambiance to accompany their chef-made meals. If a user orders via the mobile app, he or she can stream the Google Play Music playlist directly from his or her smartphone while eating.

Custom menus are currently available in participating cities, which include Seattle, San Francisco, New York and Los Angeles.

Dessert fans who order the chocolate cake may listen to the “Coffee Shop Indie Radio” playlist, while “Happy Hour Country Radio” was designed to accompany the classic meal of ribs, fried chicken and beer.

“Salsa Romántica” can help set the mood for those eating chicken enchiladas, and “Sunny Patio Vibes” songs may encourage customers to eat their grilled chicken and broccolini outside while people-watching.

Custom pairings are available now through September 11.

Pairing food and music
If customers respond well to Munchery’s tactic, other meal delivery services could soon follow by teaming up with even more popular streaming platforms such as Pandora and Spotify.

Brands are increasingly finding lucrative advertising opportunities by placing ads on streaming services or teaming up with them to offer consumers additive listening opportunities.

The platforms’ growing influx of music on mobile is requiring marketers to develop long-term advertising strategies that take into account the economic value of each customer and engage in cross-partnerships with an organic feel (see story).

“The challenge with personalized chef experience may go beyond the ambiance and window dressing,” Mr. Schwartz said. “Ultimately the most scalable models are the Airbnb/Uber enabler models.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York