Mustard is a new food discovery app that is a mixture of an ordering platform and a social media network. It was created as a hub for food lovers to easily find and purchase the many mouthwatering dishes that flood our social feeds. Without having to visit a website and download an annoying .pdf menu, the Mustard platform allows you to designate a dish, see it’s listed price and place an order right on the spot.
With its recent debut on iOS in Los Angeles, the app already has over 8,000 restaurants listed in its database. Local food spots that offer takeout, delivery or reservations are automatically available to users.
With Mustard, the goal was to create a personalized experience that combats “choice overload.” If you’re a food lover, there’s no doubt the algorithm saturates your timeline with a never ending stream of delicious content. This platform offers a history of user choices and curated filters by taking your views, purchases, mood and budget into consideration. With that information, it’s able to generate relevant food recommendations. Mustard CEO and award-winning film producer, Diana Might, shares the platforms vision:
“The way we currently search for and order food – through clunky filters, text-based lists, and homogenized menus – is dated. Now more than ever, people are using Instagram and TikTok as resources for discovering the best food their city has to offer, but none of that content is actionable. Mustard merges our love of finding and drooling over delicious food via social media, and the functionality to actually order (or book a table to eat) that food. It’s an all-around win for food lovers, creators and restaurants. We like to think of it as the Spotify for food. Our goal is to know your taste better than your best friend.”
Mustard’s integration with TikTok highlights and engages the popularity of food discovery among today's social community. It offers users and influencers the ability to upload their own food related content. With original content, you’re given the opportunity to monetize your creations through revenue share agreements with Mustard’s delivery partners (Caviar, Doordash & GrubHub). Another cool benefit of original content creation is that for every conversion to an order, you can earn rewards in the form of affiliate fees at no extra cost to the restaurant.
If you’re a food content creator who already has a following, this can help to expand that fanbase. And for natural food pornographers, this could be a great way to share your local restaurant experiences with others.