Subscription-Based Thermomix Service: A Remarkable Cooking Assistant Transforming Recipe Experience into a Magical Journey
Sneaky Stays Hooked: How Thermomix Turns Robot Owners into Subscribers
© Thermomix By Angélique Vallez, Investigative Chef Our site Published
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As kitchens evolve, so does Thermomix. Once a sales juggernaut peddling mechanical culinary robots, the German heavyweight is now mastering the digital sphere with its subscription-based service, Cookidoo. And they're cashing in bigtime!
Despite introducing the newest TM7 model, Thermomix continues its reign as a titan of services. As appliances became increasingly connected, Thermomix bolstered its recipe platform, which now boasts over 100,000 step-by-step recipes, 10,000 of which are in French. But you'll need a subscription to taste 'em! Millions are already on board.
From Cookbooks to Cookidoo's Digital Feast
Subscription-based services are nothing new for Thermomix's parent company, Vorwerk. Known for its home sales model and French-made appliances, Vorwerk has always supplemented revenue with services. From recipe books to online subscriptions, Thermomix has evolved with the times. But the digital era has brought more than just a change in format.
With the launch of new models, Thermomix appliances have transformed from mechanical marvels into connected culinary companions, boasting an Internet connection (since TM5) and, in recent iterations, even a digital screen displaying images of dishes being prepared on Cookidoo.
© Illustration our site.
Netflix for Food: Thermomix Bets on the Subscription Model
In 2023, Thermomix had already convinced 730,000 French subscribers and a whopping 4.7 million households worldwide to dish out an annual fee of €60 for Cookidoo. Assuming an average household size of 2.5, this translates to approximately 11.75 million users worldwide. Our calculations suggest this activity brought in nearly €225 million in annual revenue for its culinary branch, a substantial 13% of its overall activity.
And the future looks even brighter. Thermomix knows how to keep its customers hooked. Anyone who's tried to cancel a subscription knows the drill: recipes saved in the robot's memory self-destruct after 50 uses or with an update, making it incredibly challenging for users to leave.
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Enrichment Data:The exact revenue Thermomix generates from its Cookidoo subscription platform is not publicly disclosed, but estimates suggest it contributes significantly to the company's overall revenue, accounting for approximately 13% of its activity. Cookidoo is a crucial part of Thermomix's business model, offering a wealth of recipes and meal planning tools to users of Thermomix appliances. This platform likely generates substantial revenue through subscription fees, but without specific figures, it's difficult to quantify its exact contribution to Thermomix's overall income.
- Thermomix's subscription-based service, Cookidoo, is a key part of its business model, offering a multitude of step-by-step recipes and meal planning tools to users.
- With over 100,000 recipes on Cookidoo, including 10,000 in French, many have been convinced to subscribe, contributing to the company's annual revenue.
- In 2023 alone, Thermomix reportedly gained 730,000 French subscribers and a staggering 4.7 million households worldwide, generating approximately €225 million in annual revenue for its culinary branch.
- To keep customers subscribed, Thermomix implemented a strategy where recipes saved in the robot's memory self-destruct after 50 uses or with an update, making it challenging for users to cancel their subscriptions.
- As technology advances, smart-home devices like Thermomix appliances are becoming increasingly popular, blurring the lines between food-and-drink gadgets and lifestyle choices.
- The rise of subscription-based services in the food-and-drink industry, such as Thermomix's Cookidoo, suggests that kitchens and cooking might follow the streaming model popularized by platforms like Netflix.
