A taste for success
Building on the growth of its Ireland edition, digital magazine The Taste has diversified into new areas and plans to take things to an international level
Luxury food, drink and travel magazine The Taste passed the 10 million readers worldwide mark in 2017 and now has its sights set on launching an international edition.
The digital publication was established in October 2014 by husband and wife team Keith and Jules Mahon. Their aim was to deliver a luxury magazine that would identify hidden food and travel gems across Ireland while also supporting the hospitality industry.
The publication partners with food brands, restaurants and hotels to deliver unique reader offers. Revenues are generated through commission on these offers.
“Businesses benefit from attracting the kind of quality customers who will return time and time again and the reader gets to experience the best spots across the country for less – it is win-win,” says Keith Mahon.
“The international edition will bring the same approach to hotels and restaurants outside Ireland.”
He describes The Taste’s customers as people who enjoy good food and luxury experiences. “They are not deal hunters, but rather people who love to spoil themselves as often as possible.”
The Taste is planned and published as a monthly magazine. In addition to the publication, 650,000 subscribers are signed up to receive daily e-zine updates with the content, offers and competitions.
“We have changed the way magazines work in Ireland with a unique model. It works in the traditional sense of planning out a magazine, but at the same time breaks down the barriers associated with print by providing a daily e-zine as well as a monthly edition,” Mahon notes.
The business employs five full-time employees at its office in Drumcondra in Dublin. It has recently taken on three new recruits.
Employing extra people has enabled some diversification, including the addition of a Luxury Escapes section, which provides exclusive offers in four and five-star properties around the country. “This has allowed us to generate increased revenue as well as giving back to our loyal readers with an even better product,” says Mahon.
The Taste team is also involved in running and promoting special events. It recently helped establish Dublin’s first whiskey tour in association with tour operator DoDublin. “From coming up with the idea to making it a reality, we have been involved in every stage of the process of bringing a brand new experience to the city for locals and tourists alike. We are currently selling tickets for the tour and actively promoting it,” says Mahon.
“We have changed the way magazines work in Ireland with a unique model”