WORK
CONTACT
the recipes
user research, competitive analysis, business canvas model, personas
who will “grubsy”?
User Category
Description
Use Cases
Key Activities
👩🍳 Professional Chefs
Experienced chefs, restaurant owners, or culinary experts who want to share their knowledge, monetize their skills, or connect with food enthusiasts
🔹 Conduct live and recorded cooking classes
🔹 Offer catering services or personalized meal planning
🔹 Sell premium content (exclusive recipes, masterclasses)
🔹 Share personal food stories & cultural insights
🔹 Build a professional profile & gain followers
✅ Create & publish recipes with detailed narratives
✅ Conduct paid live cooking workshops
✅ Offer online consultations or private cooking sessions
✅ Engage with the foodie community through Q&A
✅ Collaborate with brands & sponsor food products
✅ Participate in challenges & leaderboards
👨🏫 Home Cooks & Culinary Enthusiasts
Passionate food lovers who enjoy cooking, experimenting with new cuisines, and sharing their kitchen experiences.
🔹 Discover new cuisines & recipes
🔹 Participate in live chef-led classes
🔹 Share personal recipes & experiences
🔹 Take part in cooking challenges & competitions
🔹 Connect with chefs for personalized guidance
✅ Follow and learn from professional chefs
✅ Join community discussions & share kitchen tips
✅ Participate in gamified cooking challenges
✅ Upload home-cooked recipes with step-by-step guides
✅ Earn points & badges for engagement
📚 Food Historians & Storytellers
Individuals who focus on the history, evolution, and cultural significance of cuisines worldwide.
🔹 Publish food culture blogs & research
🔹 Collaborate with chefs to narrate origins of dishes
🔹 Conduct virtual food history sessions
🔹 Create documentaries & storytelling content
✅ Research & write historical food articles
✅ Collaborate with chefs for content enrichment
✅ Conduct live storytelling sessions about food origins ✅ Engage in discussions & debates on culinary traditions
🥗 Health & Nutrition Experts
Dietitians, nutritionists, and fitness coaches who focus on healthy eating and balanced diets.
🔹 Share nutritional insights on different cuisines
🔹 Create diet-based recipes & meal plans 🔹 Offer consultations for customized meal plans
🔹 Conduct live health-focused cooking classes
✅ Publish health-based food content
✅ Provide expert reviews on recipes & ingredient benefits
✅ Offer personalized diet consultations
✅ Host wellness-focused cooking sessions
📢 Food Influencers & Content Creators
Social media influencers, bloggers, and YouTubers who create viral food content and engage audiences.
🔹 Collaborate with chefs for special recipe features
🔹 Create & share food reels, vlogs, and tutorials
🔹 Promote food trends & new cooking techniques
🔹 Earn revenue through sponsorships & ads
✅ Post engaging food content & challenges
✅ Collaborate with chefs for viral recipe trends
✅ Monetize content through ad revenue & sponsorships ✅ Host interactive Q&A sessions
👨👩👧👦 Foodies & General Users
Everyday food lovers who enjoy exploring and experiencing different cuisines without necessarily cooking.
🔹 Discover food stories & hidden culinary gems
🔹 Book chefs for catering or special events 🔹 Take virtual cooking classes for fun
🔹 Engage in food discussions & reviews
✅ Browse & read food stories
✅ Rate, review, and bookmark favorite chefs & dishes
✅ Book personalized dining experiences
✅ Join foodie communities for recipe discussions
📊 Restaurant Owners & Food Businesses
Owners of food chains, cloud kitchens, or catering services looking to expand reach and engage with food enthusiasts.
🔹 Feature restaurant dishes & unique cuisines
🔹 Collaborate with chefs for signature recipes
🔹 Offer cooking classes & premium food experiences
🔹 Promote brand via storytelling & sponsored content
✅ List their dishes & restaurants on the platform
✅ Partner with chefs for special menu creations
✅ Advertise through sponsored food campaigns
✅ Engage with users for feedback & brand building
concisely,
Restraunts
🏪
Promotion &
Customer engagement
Foodie
🍽️
Exploration, Learning &
Social engagement
Chefs
🧑🏻🍳
Monetization &
Professional networking
Influencers
📢
Content creation &
Brand partnerships
Food Historians
📖
Cultural storytelling &
Education
Nutritionists
🥗
Health focussed content &
Diet planning
GRUBSY
the “others”
App
Core Focus
Key features
Strengths
Weakness
Yummmly
Personalized recipe recommendations
AI-driven meal planning
Grocery list
Smart appliance integration
✅ Strong AI personalization
✅ Meal-planning assistant
❌ Limited community engagement
❌ Lacks chef-led experiences
Kitchen Stories
High-quality video recipes Step-by-step guides
HD video tutorials
Community content
Recipe bookmarking
✅ Beautiful UI
✅ Excellent storytelling approach
❌ No chef marketplace
❌ Lacks monetization for creators
Curated premium recipes Editorial content
Recipes from food magazines Pro chef recipes
Ingredient scanner
✅ High-quality
✅ Trusted recipes
✅ Strong editorial backing
❌ Not interactive
❌ No community engagement
Cookpad
User-generated recipe sharing
Social platform for foodies Global home-cook recipes
✅ Community-driven
✅ Diverse range of cuisines
❌ Lacks structured learning
❌ Chef marketplace
Sidechef
Smart cooking with meal planning
Step-by-step cooking mode Grocery delivery
Voice control
✅ Interactive and well-integrated with smart home devices
❌ Weak on community building
❌ No food storytelling
Recipe keeper
Personal recipe organization
Cloud-sync recipe storage
Meal planner
Shopping lists
✅ Great for organizing personal recipes
❌ No discovery features
❌ Lacks social and storytelling elements
Tasty
Viral food videos
Easy recipes
One-click recipe ordering
Step-by-step video guides
Gamification
✅ Massive reach
✅ Engaging video content
❌ Not educational
❌ Lacks chef-focused ecosystem
Supercook
Recipe search engine based on available ingredients
Finds recipes based on what users have at home
✅ Useful for reducing food waste ✅ AI-powered suggestions
❌ No community
❌ Lacks storytelling & chef involvement
precisely, we can say...
Chef-Led Culinary Storytelling
Unlike Yummly, Epicurious, or Tasty, Grubsy will deeply focus on cultural storytelling, chef narratives, and the historical significance of cuisines—not just recipes.
Community-Driven Learning
Cookpad & Kitchen Stories allow user-generated recipes, but they lack true community engagement like food forums, discussion rooms, and live chef Q&A.
Chef Monetization & Marketplace
SideChef & Kitchen Stories provide recipes, but chefs have no way to earn money directly via the app.
AI-Powered Personalized Learning
Yummly personalizes meal plans, but no app customizes learning paths based on skill level, dietary goals, or cultural interests.
Live & On-Demand Cooking Experiences
MasterClass has celebrity chef courses, but apps like SideChef, Tasty, and Yummly don’t offer structured learning.
Gamification & Loyalty Rewards
Tasty has engaging UI, but no loyalty-based gamification.
🧑🏻🍳
grubsy, wins with...
Storytelling-Based Food Experience
Deeper cultural
chef narratives
Competitor: Kitchen Stories
Community Engagement & Learning
Foodie Community Hub
Live Cooking Q&As
Competitor: Cookpad
Chef Monetization & Marketplace
Chef Subscription Model
Catering & Booking Service
Competitor: None
AI-Powered Personalization
Skill-Based Learning Paths
AI Recipe Storytelling
Competitor: Yummly
Live & On-Demand Cooking
Live Cooking Shows & Chef Workshops
On-Demand Cooking Courses (Subscription-based).
Competitor: Masterclass
Gamification & Rewards
Food Challenges & Badges (Cook & Earn Points).
Chef Leaderboards & Achievements (Incentivizing engagement).
Competitor: Tasty
🧑🏻🍳
gurbsy, unique by...
✅ More than recipes → A cultural & learning hub
✅ More than a food social network → A chef-driven platform
✅ More than cooking videos → A monetized learning + marketplace ecosystem
✅ More than AI recipe recommendations → AI-powered storytelling + skill tracking
✅ More than just user engagement → Gamification, food challenges, and loyalty rewards
✅ More than just food recipes → Track nutritional value of every food you eat with camera integrated calorie tracker.
By addressing gaps in food storytelling, chef monetization, and community-building, Grubsy has a strong competitive advantage over existing food apps.
plan to make it big!
Chefs & culinary institutions
Food brands, grocery & kitchenware companies
Cooking schools & nutritionists
Restaurants & cloud kitchens Tech platforms (AI, voice assistants)
Content creation (chef stories, video recipes)
Community building & user engagement
Platform maintenance & AI development
Partnerships with chefs, brands & restaurants
Marketing & growth initiatives
Technology & Content Assets
AI-powered recommendation system
Library of food stories & cultural narratives
Network of chefs, influencers & nutritionists
Development team (AI, UI/UX, mobile & web)
Community engagement & customer support
Mobile app & website
Social media platforms (YouTube, Instagram, TikTok)
Affiliate partnerships
Email newsletters & blogs
SEO & content marketing
Chef-led paid courses & masterclasses
Subscription model for exclusive content
Commission on chef bookings & catering
Brand collaborations & sponsored content
AI-driven personalized recipe recommendations (premium)
Affiliate marketing (grocery/kitchenware partnerships)
Platform development & AI integration
Content production (chef videos, food stories)
Marketing & customer acquisition
Server & operational costs
Partnership & influencer collaborations
Unique Food Storytelling & Learning Platform
Chef-led recipe storytelling
AI-powered personalized learning
Chef marketplace for masterclasses
Foodie community & social engagement
Gamified challenges & rewards
Personalized AI-driven cooking recommendations
Interactive community (reviews, Q&As, challenges)
Loyalty & rewards program
Live chat & chef consultations
Social media engagement
Professional Chefs & Culinary Experts
Home Cooks & Food Enthusiasts
Food Influencers & Bloggers
Food Historians & Storytellers
Nutritionists & Health Experts
Everyday Foodies & Restaurants
personas identified....
Chef Alex
Professional Chef & Educator
About
38
New york
Executive Chef
Restaurant Owner
🧑🏻🍳
Goals
Share culinary expertise & monetize knowledge
Teach cooking classes & build a digital presence
Connect with food lovers & gain recognition
Pain Points
Limited digital platforms to showcase skills professionally
High costs of running physical masterclasses
Lack of engagement on traditional recipe-sharing sites
How “Chef Alex” will use gurbsy
Hosts live & recorded cooking classes for premium users
Offers paid catering consultations via the platform
Collaborates with food brands for sponsored content
Publishes chef stories & signature recipes to engage followers
Emma-Home Cook
Food Enthusiast & Learner
About
29
London, UK
Marketing Professional
👩🏻🍳
Goals
Learn new recipes & improve cooking skills
Discover unique cuisines & cultural food stories
Find healthy, easy-to-follow meal plans
Pain Points
Confusing recipe instructions on existing apps
Lacks motivation & time to cook regularly
Hard to find recipes tailored to her dietary preferences
How “Chef Alex” will use gurbsy
Follows step-by-step guided cooking tutorials
Joins live masterclasses with professional chefs
Uses AI-powered meal recommendations based on her diet
Engages in community discussions & recipe-sharing
Raj-FoodInfluencer
Content Creator & Trendsetter
About
25
Mumbai
Food Influencer
🧑🏻🍳
Goals
Grow audience & monetize food content
Stay updated with trending food topics
Collaborate with chefs & brands for content
Pain Points
Platforms like Instagram & YouTube have high competition
Hard to monetize content directly from audience
Difficult to build credibility as an expert
How “Chef Alex” will use gurbsy
Uploads short cooking reels & recipe videos
Collaborates with chefs for recipe breakdowns
Earns revenue from sponsorships & paid promotions
Engages in food challenges & influencer campaigns
Dr.Maria
Nutritionist & Health Expert
About
42
Sydney, Australia
Certified Nutritionist & Dietitian
🧑🏻🍳
Goals
Promote healthy eating & balanced diets
Provide diet-specific recipes (vegan, keto, etc.)
Offer one-on-one consultations for meal planning
Pain Points
Lack of authentic & science-backed nutritional content online
Difficulty reaching a large audience beyond her clinic
Hard to integrate meal planning & cooking guidance together
How “Chef Alex” will use gurbsy
Publishes health-focused articles & meal guides
Offers personalized diet consultations via the app
Collaborates with chefs to create nutrition-approved recipes
Hosts wellness cooking workshops
The Patel Family
Food Lovers | Explorers
About
34 (Amit) & 32 (Priya)
Toronto, Canada
IT Engineer & Teacher
🧑🏻🍳
Goals
Discover new cuisines & cooking experiences
Engage in family-friendly cooking activities
Find authentic cultural food stories
Pain Points
Hard to find authentic non-commercialized food stories
Lacks structured & interactive cooking guides for kids
Existing recipe apps are too focused on professionals
How “Chef Alex” will use gurbsy
Watches chef stories & food documentaries with kids
Participates in family-friendly cooking challenges
Saves easy-to-follow family recipes
Books chef-led private dining experiences
how users might behave?
“savory at your hand”
~Team Grubsy
RECENT WORKS
