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People's Insights Volume 1, Issue 37: Foodspotting


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This week, we distill insights around Foodspotting -- a crowdsourcing platform that is changing the way people discover food.

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see:

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People's Insights Volume 1, Issue 37: Foodspotting

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 37Foodspotting
  2. 2. What is Foodspotting?Foodspotting is a crowdsourcing platform that enables people find andrecommend dishes, not just restaurants. Foodspotters can share photosof their favourite dishes, and foodseekers can discover new
  3. 3. Changing the way people discover foodFoodspotting was founded with vision of one day replacing restaurantmenus. With 2.3 million photos uploaded, Foodspotting is now aiming torecommend new foods based on personal preferences.1)
  4. 4. Originally for foodies & photographersFoodspotting stands out from other social networks with its emphasis onfood and photography. Originally, the platform catered to foodies &photographers, giving them a place to share photos and discuss food.1)
  5. 5. Useful for travelersTravelers soon adopted Foodspotting as a tool to find food in newlocations, to satisfy cravings for specific food, and to discover new foodsin their local
  6. 6. Now, for all foodseekersIn Feb 2012, Foodspotting shifted focus from photo-sharing to broadenits appeal. Now, Foodspotting emphasizes features including fooddiscovery, photo menus, recommendations from brands such as
  7. 7. Taking photos of foodFoodspotters find themselves taking photos of food for various reasons:to capture and share a beautiful dish, to enhance their blog posts orrestaurant reviews, or to document their meals.1)
  8. 8. Criticism: Taking photos at restaurantsSeveral people criticize this trend of taking photos at restaurants, findingit rude, distracting and offensive – as people spend more time on theirphones and social networks they neglect their dining companions.1)
  9. 9. Does Foodspotting have enough users?While it has a rich database of 2.3 million photos and an enthusiasticcommunity, Foodspotting has received criticism for not having enoughusers and content beyond certain hotspots like San
  10. 10. Importance of mobile experienceAndroid app users of Foodspotting are unhappy with the userexperience, and for some, the issues faced while uploading photos,accessing photos and tagging locations could be a deal
  11. 11. Competition from other social networksFoodspotting uses APIs from other social networks to create a richerexperience for users, and offers its own API. But this means users canchoose to access Foodspotting from other apps, and vice versa.1)
  12. 12. Is Foodspotting here to stay?While Foodspotting is popular amongst foodies, and is constantlyinnovating to deliver value, most people agree that the future will betough as more and more competitors emerge in the online food
  13. 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  14. 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  15. 15. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  16. 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  17. 17. For People’s Labsolutions,