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Cond Nast’s 19-year-old recipe warehouse Epicurious is the latest company to join food purveyors such as McCormick in tapping tech firm inMarket’s expanding network of mobile tracking beacons, which connect consumers to content and discounts as they stroll the grocery aisles.

Through the partnership, Epicurious aims to deliver information and deals on partner products to people who have downloaded its self-titled app. The publisher, which will implement the tracking system for its Apple iOS app before an Android rollout, is only just testing the mobile tracking and targeting technology and how it would operate in a live store environment.

A likely scenario: Shoppers with the mobile Epicurious app installed and Bluetooth enabled will receive a notification when they’re inside one of the thousands of inMarket network retail locations. The system might serve up a pasta recipe and related shopping list, along with a discount for one of the dish’s ingredients.

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