Xconomy: Here’s How Yummly, the Foodie’s Google, Could Conquer the Kitchen
Summary
“Mobile was an area where the company had not focused, and I felt like we could combine the search technology and my expertise to launch something that was going to own the space and really kick ass,” Witlin says.To make the browsing experience on the app’s home page more immersive, the team programmed the headline text on the edge-to-edge food photos to disappear when you’re flicking the images up and down.The company is also working to add more ways for big food brands to show ads based on the recipes users are browsing, both on the Yummly site and in the app.The rise of the locavore movement, farmer’s markets, and instant delivery services threatens the central role of the supermarket chains and their ubiquitous coupons and circulars, the traditional channels for driving consumer awareness of food brands.That, in turn, makes it harder than ever for food companies to connect with customers on the scale required to justify the cost of launching a new product.
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