SAN MATEO, CA, September 18, 2012 — As grocery shoppers, we have all shared the experience of gathering items on an empty stomach. What it yields is a series of unfortunate purchases and me eating half a box of Wheat Thins before I even get home.
Recipes take time. Finding the right items takes time. Time is the one thing most of us don’t have. Foodily is a time-saver. There will never be anything as great as sliced bread, but it’s close.
There are many tools on the Intenet for recipes. Just like there are many travel sites. Much like Kayak, Foodily has found a way to be simple, quick and robust. It is more than being able to find an idea, a recipe, something to make. Foodily allows you to refine your search with exclusions, low-fat options and a variety of other options to ensure you find exactly what you are looking for. It couples the simplicity of Google with the community of Pinterest to create something so intuitive, so dynamic that it inspires you with every search.
To understand Foodily more I talked to its founders about the inspiration behind it, where it’s moving forward and why I can’t stop Instagramming my desserts.
1. What inspired you to start Foodily? [Andrea Cutright, Co-Founder/CEO]
“What’s for dinner?”. That’s why we built Foodily - because that question is asked by millions of people around the country at around 4pm, including in our own households. And the best recommendations on what to make are always from friends and family. Foodily aims to bring delight to this age-old question by combining social recommendations and powerful search tools so that it’s a lot more fun to make a decision.
2. Explain the concept in more detail. Where it is and where you think it’s going. [Hillary Mickell, Co-Founder/CMO]
Food is the most social thing we do - and Foodily makes it easy to find recipes and share what you love on Facebook. It’s one thing to use a search engine to find something to cook, but it’s another to talk to your discover a new recipe for chili, meatloaf or margaritas directly from friends and relatives. As one of the first Facebook timeline partners, we have pioneered bringing food in a meaningful and relevant way to Facebook Timeline by showcasing the recipes you discover, like and recommend.
Foodily enables you to collect recipes, add them to lists to keep, and share them with friends. And, all of those collections - yours and your friends - are all completely searchable. It is like a virtual recipe box; you can save it and share it with friends, and it’s always available in the same place. It sounds simple, but at our core we have built the most advanced search technology on the web for food - where you can search for that Chicken with Cilantro and Peanuts and see those ones you’ve liked before or see results from the people you trust. We’re looking forward to extending that collecting and sharing to other networks.
3. Do you see this technology being utilized by grocery chains at some point in some capacity? [Andrea]
People spend over $1.5 trillion on grocery food in the U.S. each year. (WOW!) Foodily bring inspiration and utility together - so with our mobile app, people can find new inspiration for that chicken breast or a great recipe for those artichokes that are on special. They can add them to lists and use those lists to shop for additional ingredients.
Grocers, among others, see the need to add more value to customers to keep them coming back. Matching weekly specials to recipes ideas based on purchase history and recipe likes from your social network are some of the ways Foodily can deliver that value to grocers.
4. Your site is excellent. Very clean and intuitive. Who developed it? [Hillary]
We wanted to make something that was functional AND beautiful - plus food is fun and gorgeous and there’s no reason it shouldn’t be the same online. Save your applause for Phillip Bensaid, Foodily’s user experience and design wizard. We also worked with Made by Six - a design firm in the U.K. to develop our brand and site design. The evolution of the site is something we work on everyday with feedback from Foodily users. We answer every user email directly and regularly bring in users to give us feedback on usability.
5. If I eat a dessert and don’t take a picture of it did it really happen? [Andrea]
All deserts are revelations grounded in existence. However, true miracles absolutely transcend existence. So, the question is: how good was it?
6. What if I don’t trust my friends with my food? Who can I follow? [Hillary]
Food lovers can follow our Tastemakers, who are trusted experts, celebrity chefs, accomplished bakers, pediatricians and cookbook authors. From Cat Cora (first and only female Iron Chef) to Buddy Valastro (The “Cake Boss”) to Lulu Powers (Chef, author & Party planner to the stars), we are sure you can find someone, besides your friends, to inspire you!
Jeff Barrett is a recognized leader in public relations, experiential marketing and social media. Co-Founder of Status Creative, 2011 PRNewswire Award Winner for “Best Use of Video In Social Media” and record holder for Most Strikeouts in Tee-Ball.
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