Since I found out about this news a couple of days ago, I've been having trouble coming to terms with the fact that it is indeed real: Time Inc. just launched a new website called Extra Crispy, devoted to "obsessively documenting breakfast, brunch, and the culture surrounding it all."
Other thoughts have included: Why didn't I think of this?
The idea is at once super silly and super smart. As pop culture gets more saturated, niche publications like this are able to carve out a place for themselves amid all of the noise. But is a site devoted to our morning cravings really sustainable?
We'll find out. Time Inc. is serious about this endeavour: Extra Crispy is currently looking for a Bacon Critic. According to the site's job description, "The Bacon Critic will serve a three-month appointment researching, writing about and critiquing the best of the country's bacon to eventually declare 'America's Best Bacon' at the end of his or her tenure."
And there is a fair amount of foodie pedigree behind extracrispy.com, too, including editors and writers from the New York Times, Cooking Light and Yahoo! Some have written for publications like Bon Appétit, The New Yorker and the Los Angeles Times. Senior editor Kat Kinsman used to work for CNN's Eatocracy and the popular food website Tasting Table.
Despite the on-the-surface silliness of the topic, it's no surprise that the site seems poised to capitalize on a growing trend. According to an article published on eater.com in May, market research firm NPD Group has found that "breakfast and morning snack consumption is forecast to grow faster than the U.S. population over the next few years." For further proof, look to McDonald's, which practically saved itself from corporate doom by making the decision to serve Egg McMuffins all day long.
People are passionate about breakfast, and Extra Crispy knows that.
In a welcome post on the site, Meredith Turits, senior strategist of brand development, writes: "Breakfast and brunch are spaces flush with recipes and great cooking pieces, of course. ... As we look deeper into this meal, though, what gets us out of bed is that we see so much more than merely an excuse to drink before noon. In fact, no meal seems more intimate than the first, and few things inform the way one carries oneself through the day than what one chooses to eat. It's a meal both democratic and politicized, and either loved or reviled."
Contact Michelle Stark at firstname.lastname@example.org or (727) 893-8829. Follow @mstark17.