Munchable SChristofferson
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Munchable is a social networking app that connects foodies, restaurants, and producers through shared interests in food. Its mission is to bring people together over food and increase transparency in the food industry. Munchable allows users to post and view photos of food, find new recipes and restaurants, and learn more about where their food comes from.
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Munchable SChristofferson
- 1. MUNCHABLE Connect with your food.
- 2. Munchable is a social networking app that connects foodies, restaurants, and producers through food. OUR MISSION: To bring the “social” back in social media. To enable discovery and connectivity over food. To boost transparency in the food industry. To give you what you foodie restaurant producer want most: GOOD FOOD.
- 3. photos tagged #food on Instagram Over food blogs Subreddit “food” has readers Food = on Pinterest
- 4. of respondents find out about food through social networks MILLENIALS: 47% say they text & tweet while eating 21% look up recipes on their phone 40% learn about food from websites/apps/blogs photograph their food on a regular basis for a food photoblog or food diary 22% document their own culinary creations
- 5. COMPETITORS • INSTAGRAM/PINTEREST: cluttered with a variety of topics • FOOD GAWKER/YUMMLY: recipes only • YELP/URBANSPOON: restaurants/businesses only
- 6. THE FOODIE Erica – 22 – Student - Berkeley, CA “I love food! Eating it, cooking it, and of course taking photos of it.” Erica loves going out to eat with her friends and staying in to cook… But she finds herself going to the same restaurants and cooking the same things over and over again.
- 7. THE RESTAURANT The Blind Pig – San Francisco “At The Blind Pig, we’re all about the classics: cherrywood and leather, whiskey, and locally-sourced ingredients.” The Blind Pig is a trendy new restaurant in San Francisco that received great reviews… But they are having problems finding reliable producers and reaching new customers.
- 8. THE PRODUCER Greene Brothers Organic Produce – Sonoma, CA “Greene Brothers is committed to sustainability, community, and quality of our produce.” Greene Brothers Organic Produce is a small-scale, family-owned organic farm with awesome products… But they struggle with online visibility and want to expand their client-base, potentially beyond the service industry.
- 9. With Munchable… Erica can find a cool new restaurant when she wants to go out with friends, and find a cool new recipe for when she wants to stay in. The Blind Pig can grow their business and connect with awesome local producers. Greene Brothers can build their community by connecting with more businesses and individuals.
- 10. HOW IT WORKS
- 11. SIGN UP
- 13. ERICA’S FEED POST A PHOTO ERICA’S FAVORITES NEARBY ERICA’S FRIENDS SEARCH +
- 14. MUNCH IT to find out more about Erica’s salad
- 15. Find out how to make Erica’s salad Find out where she got her ingredients Send her a message
- 16. MUNCHABLE. GET STARTED TODAY.
Editor's Notes
- Disclaimer: All images used in this presentation were either taken from public social media accounts, or Google images creative commons. This is Munchable. Connect with your food. Today we are going to give you a brief overview of our new and exciting app, with the hopes that you will want to support the Munchable journey.
- MUNCHABLE is a social media app just for people who love food. It connects foodies, restaurants, and producers through social sharing of food with the intention of building a digital community focused on food.
- The target demographic for Munchable is “millenials,” or those aged 18-34. Additionally, Munchable seeks out those with a deep interest in food – either professionally, academically, or just a love of cooking and eating. According to a study conducted by Column Five Media, 47% of millenials say they text and tweet while eating. This implies a fluidity of social media use that doesn’t stop during mealtime and in fact may be used specifically during mealtime: 25% report documenting their food on a regular basis for a food photoblog or food diary, and 22% document their own culinary creations. Ultimately, the internet is increasingly becoming a point of exposure for millenials when it comes to food; 49% find out about food through social networks, 21% look up recipes on their phone, and 40% learn about food from websites, apps, or blogs. The opportunity for Munchable is revealed in these numbers, which imply a growing tendency for consumers (especially millenials) to access food through the Internet and, more importantly, social media on their mobile devices. Munchable’s place as a mobile app is solidified by this growing trend, and the increasing use of mobile devices during mealtime. Munchable seeks out the community that is passionate about food, beyond taking photographs of it for fun. Munchable is after that 21% who look up recipes on their phone, and the 22% who document their own culinary creations. Furthermore, Munchable seeks to involve professionals and producers, creating an elevated culinary community that connects amateurs with experts and unites people with a deep love of food and a desire to know it more intensely. Ultimately Munchable’s launch will begin in the food-centric city of San Francisco, which features an abundance of trendy new restaurants featuring “organic” or “local” fresh ingredients, people who consider themselves “foodies” and have an interest in food beyond how it looks or tastes, and small-scale producers with an interest in increasing their reach. Additionally, the success and growing popularity of apps such as “Good Eggs” and other food delivery services in San Francisco shows a growing consumer interest in local producers. Munchable seeks to be the app to unite people, restaurants, and producers in a gratuitous food cycle, ultimately in cities all over the U.S. Sources: http://www.digitalbuzzblog.com/infographic-social-media-stats-2013/ http://searchenginewatch.com/sew/study/2344068/4-statistics-about-pinterest-users-you-need-to-know-study
- Munchable’s main target user demographic are “millenials,” or those aged 18-35, who have a strong interest in food. Munchable also seeks to target local, small, and family-owned businesses. However, there is ample room for growth. Munchable’s commitment to transparency, ability to connect with local producers, and ability for restaurants to share their food sources may appeal to additional demographics. Mothers who want to feed their children organic foods, people who have food sensitivities, and environmentalists may all become avid Munchable users. But to get the app going, millenials will be the key. According to a study conducted by Column Five Media, 47% of millenials say they text and tweet while eating. This implies a fluidity of social media use that doesn’t stop during mealtime and in fact may be used specifically during mealtime: 25% report documenting their food on a regular basis for a food photoblog or food diary, and 22% document their own culinary creations. Ultimately, the internet is increasingly becoming a point of exposure for millenials when it comes to food; 49% find out about food through social networks, 21% look up recipes on their phone, and 40% learn about food from websites, apps, or blogs. The opportunity for Munchable is revealed in these numbers, which imply a growing tendency for consumers (especially millenials) to access food through the Internet and, more importantly, social media on their mobile devices. Munchable’s place as a mobile app is solidified by this growing trend, and the increasing use of mobile devices during mealtime. Munchable seeks out the community that is passionate about food, beyond taking photographs of it for fun. Munchable is after that 21% who look up recipes on their phone, and the 22% who document their own culinary creations. Furthermore, Munchable seeks to involve professionals and producers, creating an elevated culinary community that connects amateurs with experts and unites people with a deep love of food and a desire to know it more intensely. In addition to social media statistics, the National Restaurant Association published a set of predicted trends in the restaurant industry for 2015. The top two predicted food trends for 2015 are “locally sourced meats and seafood” and “locally grown produce.” The resurgence of the idea of “local” is exactly where Munchable can step in and provide an easy link between producers and restaurants, or producers and foodies. “Farm/estate branded items” and “hyper-local sourcing” are also in the top ten, both of which Munchable can facilitate. A resurgence on house-made, artisanal, local foods and ingredients requires transparency, which Munchable can provide. Ultimately Munchable’s launch will begin in the food-centric city of San Francisco, which features an abundance of trendy new restaurants featuring “organic” or “local” fresh ingredients, people who consider themselves “foodies” and have an interest in food beyond how it looks or tastes, and small-scale producers with an interest in increasing their reach. San Francisco’s combination of high technology use and focus on local foods makes it the perfect test site for Munchable. Additionally, the success and growing popularity of apps such as “Good Eggs” and other food delivery services in San Francisco shows a growing consumer interest in local producers. Munchable seeks to be the app to unite people, restaurants, and producers in a gratuitous food cycle, ultimately in cities all over the U.S. Sources: http://www.digitalbuzzblog.com/infographic-social-media-stats-2013/ http://searchenginewatch.com/sew/study/2344068/4-statistics-about-pinterest-users-you-need-to-know-study http://www.restaurant.org/Downloads/PDFs/News-Research/WhatsHot2015-Results.pdf
- The major competitors in the “social media: food” category all have weaknesses that Munchable remedies. Instagram and Pinterest are two of the most popular social media apps overall, and both host huge constituents of food-lovers and food-related content. But there are also a wide variety of other topics that span literally anything imaginable, from cute kittens to outer space. Munchable takes that obsession with food and focuses it, eliminating the clutter of other subjects so that food-obsessed users can get what they really want. FoodGawker and Yummly are two apps that capitalize on digital popularity of food. But these apps both center around recipes and links to food-related blogs or websites. Both FoodGawker and Yummly are more about online recipes and links, and not geographic location or in-person connection with food. Munchable goes beyond the digital footprint of food, and leads you to the source with emphasis on geography and availability of pertinent information. Munchable also allows producers themselves to participate, which Yummly and FoodGawker miss. Next we have Yelp and Urbanspoon. These are two services dedicated to linking consumers with restaurants. While these are great services, they are used mainly for in-the-moment restaurant-hunting, and not as much for a social connection. Additionally, these apps are based entirely around restaurants. While you can create a profile, your purpose as a user is to rate and review restaurants and other businesses. With Munchable, you contribute to the community by posting your own photos and creating your own feed of beautifully-curated images of the food you’ve made or eaten. Munchable is clearly a unique app that brings back the “social” in social media. It’s more than just a digital tool, it’s a point of connection and an answer to those who are feeling that social media disconnects them from reality. Munchable enables transparency in a food industry that is increasingly hard to trust. As organic, local, and sustainable all rise in popularity, Munchable seeks to be a vehicle through which you can connect over food: where to find it, how to cook it, and what it is.
- Erica is an example of Munchable’s target “amateur.” Erica considers herself a foodie, and loves using social media to document both her own creations and particularly delicious items she has eaten at a restaurant. But Erica feels that her engagement with social media is a bit shallow; she finds herself mindlessly scrolling through beautiful photos of food on Instagram and pinning hundreds of recipes on Pinterest that she hardly ever tries. Additionally, Erica has been learning about food politics at her liberal university in Berkeley, and is having a harder time shopping for truly “healthy” and “local” foods at the grocery store. She wants to know more about where her food comes from, but she wants to do this in a fun, aesthetic, social way that doesn’t require much deep academic research. Erica really wants to find new restaurants, learn new recipes, and learn about what kinds of local producers there are around her.
- The Blind Pig is a new restaurant in San Francisco that meets all of the current trends in the restaurant industry. According to The National Restaurant Association, a market research survey forecasted “locally sourced meats and seafood” and “locally grown produce” as the top 2 restaurant food trends for 2015. In terms of alcoholic beverages, “micro-distilled/artisan spirits” is forecasted as the top 2015 trend. Featuring locally sourced ingredients, a casual-cool setting, and a speakeasy-type theme with great cocktails, The Blind Pig seems poised for success. But they are having a hard time standing out on social media in competition with restaurants who have hired professional image or brand managers. Additionally, they’re finding it hard to deal with Yelp’s new policy in which restaurants that pay more can get their reviews boosted to the top or have bad reviews hidden. The Blind Pig doesn’t yet have enough capital to devote to a more intensive digital ad campaign, and therefore their Yelp rating is unimpressive and not very prominent. They are also having problems finding reliable producers in order to produce a diverse menu, and are finding themselves relying on the same limited menu week after week. The Blind Pig is in Munchable’s target restaurant demographic because of their appeal to millenials, their reliance on fresh trends and local ingredients, and their small scale and limited digital marketing strategy. Source: http://www.restaurant.org/Downloads/PDFs/News-Research/WhatsHot2015-Results.pdf
- Next we have The Greene Brothers Organic Produce, a small-scale, family-owned organic farm that fits perfectly into Munchable’s target producer demographic. Greene Brothers have been in business for three generations, and are having trouble adapting to changing trends in the restaurant industry and in the advertising industry. They are finding it extremely difficult to stand out on social platforms that are so diverse, and wish that they could more specifically target consumers and restaurants on a platform free from selfies and Kim Kardashian. The next generation of Greenes are moving into management positions, and insisting on the implementation of a digital media campaign to grow their client base. They are just looking for the right platform and the most efficient strategy to target potential clients and strengthen their visibility and reputation in the community. Farmer’s markets are great, but the Greene Brothers want to expand beyond their ten-mile radius and snag some big-time city accounts.
- So how can Munchable serve the needs of our foodie, restaurant, and producer? Ultimately, Munchable is the perfect solution for all three of these diverse people and businesses. As a foodie on Munchable, Erica has the opportunity to discover new restaurants, new recipes, and even find a cool local producer to deliver vegetables to her front door. Erica’s interest in food can be focused and made productive through Munchable. Instead of scrolling through nice photos or endlessly pinning recipes never to be found again, Erica will be more deeply connected with her food. Munchable will give her social media use a culinary purpose. Erica might find The Blind Pig, and make it a new favorite among her friends. Or she could stumble upon the Greene Brothers, and order some locally-grown kale right to her front door. The Blind Pig can use Munchable to connect with people interested in their kind of restaurant (like Erica), and grow a bigger and more loyal client base. They can also discover more reliable local producers (like Greene Brothers) and build relationships, which will allow them to diversify their menu and uphold their value of locally-sourced ingredients. The Greene Brothers can use Munchable to cut through the clutter of social media and target more specifically those who might be interested in using them for buying produce, like restaurants (maybe The Blind Pig) or self-proclaimed foodies (like Erica). Munchable acts as a filter for social media that directs diverse users towards the one interest they all have in common: food. Stronger than a simple sharing act, Munchable enables discovery and ultimately connection that brings its users closer to food.
- To get an idea of how exactly Munchable works, let’s take a look at some screenshots of the app in action, which will give you an idea of Munchable’s potential for success.
- The signup page includes an immediate choice: are you a foodie, restaurant, or producer? This creates a clear separation between businesses and people, which other social media platforms lack (…or require payment to do). Since Munchable’s location feature is one of its most valuable, each new Muncher must designate their location in order to best optimize this feature. This can be as vague as a city and as specific as an address (for businesses).
- Once you’ve signed up, this is the home page you come to when the app opens. You have the option of browsing through the popular feed, searching for a location or specific Muncher, checking out your own profile, or scrolling through the three different categories of users. Since Erica has recently signed up for Munchable, let’s use her profile as an example.
- This is Erica’s profile. We can scroll through her feed and check out her most recent Munches, and if we like what we see, the red plus sign beneath her profile photos will send her a request to become friends. The right side bar is what a user would see at all times while navigating feeds or user profiles. It includes options to post a photo, check out your favorites, see what’s being Munched nearby, scroll through your friends, or search for a specific food, user, or location. The thing that sets Munchable apart is the ability to incorporate microblogging format with a consistent scroll, while simultaneously giving the user extensive powers to search and connect. It also allows users to go back to find Munches or users they previously liked and wanted to follow, so that they could maybe check out the address of that restaurant they wanted to try, or check a step on a recipe they’re using that night. Let’s take a closer look at one of Erica’s photos.
- Let’s choose the photo of what looks like homemade pasta…and the caption confirms that it is. Beyond the caption, the “foodie” icon below the photo indicates that a “foodie” did indeed make this dish. We can like the photo right away to save it for later, or we can “MUNCH IT” right away and find out more information – such as the recipe, where the ingredients come from, and any links to producers or restaurants there might be. The “MUNCH IT” feature is the key to Munchable’s unique, connective nature. You’re not just endlessly scrolling through a feed, clicking photos and liking with reckless abandon; you have the ability to interact with the photo, find out more about it, and link to other users. This is how Munchable allows you to connect with your food, in an online community united around food, with the potential to translate into real-life relationships.
- When you decide to “Munch” something, you’re doing more than just liking it. Before you decide whether or not you favorite something (which will save it in your “favorites” tab) you can find out more information about it. This allows for transparency in a food industry that is oversaturated by false advertising and shifty claims. Here, youcan see that some of Erica’s salad ingredients come from Greene Brothers Organic Produce. You have the option now to link to their profile and get a feel for what kinds of things they’re munching on (and producing!). Or you can check out Erica’s recipe, which will expand when the word is clicked. Ultimately, the best feature about “munching” is the ability to message directly with the user. Whether you’re asking Erica to explain a step in her recipe process or asking the Greene Brothers how their winter squash crop looks, the messaging function brings back the “social” in social media and allows you to more deeply connect with your food.
- Munchable facilitates action. It translates digital likes into real-life decisions, choices, and events. More than that, Munchable acts as a much-needed liaison between the saturated social media world and real life. Food shouldn’t just exist on a screen, and with Munchable you don’t just see beautiful photos of food. You interact with food, you learn about food, you can even have food delivered to your front door. Get started today.