Publishing 50 recipe videos a day-Behind the scenes of "Kurasil" celebrating its 3rd anniversary

Kurasil, a recipe video service operated by dely, celebrated its third anniversary in June. The service has been provided since 2016, and recipe videos have exceeded 30,000.

The number of videos posted per day is about 50. Moreover, it is not a user-submitted type, but all original recipes. Invented by a chef such as a registered dietitian (Chef Krasil). Based on the concept of "Delicious and warm living", we introduce easy and delicious things that anyone can make.

There are many photo booths set up in the studio, and the main users are women in their 20s to 40s. Compared to other recipe sites, there are many beginners to cooking, and the percentage of users who come to see it from Instagram with light motivation is high.

How do you publish 50 recipe videos a day? I want to tell you the story behind the scenes.

The studio is always lined with delicious-looking dishes. During lunchtime, many people from other departments come to eat at the studio. There are dozens of staff members. It is said that there are many people who have qualifications such as registered dietitians, nutritionists, cooks, vegetable sommeliers, and pastry chefs.

Dely Marketing Department Food Lab leader and chef Natsumi Kobayashi explains, "The flow is to give the staff something that will be the theme of the recipe, and then devise a recipe from among them to some extent."

Ms. Natsumi Kobayashi, food lab leader and chef at dely Marketing Department

The recipe devised by Chef Krasil is further checked by a registered dietitian, and if it is OK, we will buy it and start cooking and shooting. By the way, all recipes are created on a PC, and all procedures are managed under a fixed format.

All recipes are digitized

"When checking recipes, we check the consistency of notation, safety, and hygiene. The registered dietitian staff always resides in the studio, so they can quickly turn the recipes around and shoot. We will do it until then,” he explained the flow.

Entrance to the studio. Change your shoes here because it's a place to cook. You can understand the process at the stage of assembling the recipe in your head.If you just shoot normally, it will take about an hour.Many people shoot several shots a day.”

It seems quite difficult even for a professional to come up with many recipes every day. After all, there are quite a few people who sometimes fall into a slump. What do you do when that happens?

“Everyone specializes in different genres and areas of expertise, so when I am making sweets recipes, I invite chefs who are good at sweets recipes and ask for their opinions, and from there I develop new genres. I feel like I'm opening a drawer.Since the staff can multiply each other in various ways, it feels like the range of recipe devising is expanding."

The shooting guidelines are also properly shared, so you can freely choose tableware, etc.

1 business day from recipe idea to release--Videos are edited by a professional team

Editing team after shooting The data is passed to , and the editing team edits and publishes the video. In the editing room, many people can be seen facing the large screen monitor.

editing room. Many people were seen facing the large screen

Kurasil's original video takes about one business day from the recipe idea to release. It has been published with a considerable sense of speed.

In addition to regular original recipe videos, there are cases where tie-up videos with food manufacturers are filmed. These are team formations that are different from usual, and they are working on them over time.

Creating services to solve user problems

Currently, Krasil's main revenues are (1) tie-up advertisements with manufacturers, (2) rankings and limited menus can be viewed. Paid membership registration (premium service: 480 yen per month), (3) advertisement distribution.

As a new business, we are also focusing on the commerce business in the food and lifestyle areas.

Krasir celebrates its 3rd anniversary. We aim to create services that solve user problems, such as expanding recipes with deep needs such as baby food and sugar restriction, and developing menu functions that make it easy to create menus.