Here’s How Yummly, the Foodie’s Google, Could Conquer the Kitchen

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Here’s How Yummly, the Foodie’s Google, Could Conquer the Kitchen Xconomy National — If you wanted to build a central information hub for the kitchen—connecting consumers with recipe ideas, ingredient lists, shopping assistance, and cooking instructions—you’d probably break the problem down into a few steps.Already, the four-year-old company, which is based in the heart of Silicon Valley and backed by a host of marquee venture and angel investors, attracts 10 million unique visitors per month to its search site.And behind the scenes, Yummly powers recipe-search features for hundreds of partners, including three of the top 10 Web search engines and hot startups like grocery delivery service Instacart.But the advanced search technology at its core, together with its ace team of product designers and developers, give Yummly a good shot at becoming the key data middleman in the growing market where content, food, and commerce meet—roughly the same role companies like Pandora, Spotify, Rdio, and Gracenote are trying to play in the digital music world.Witlin’s team found a clever and seamless way to bring up the original Web page where each recipe was found—at Epicurious or Chow or Food Republic, say—without forcing you to switch to a mobile browser.

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