CREME Deconstructed: Can AI Cook Up the Next Big Food App?

Onboarding: Setting the Table for Personalization

CREME understands that personalization is key in the food space. The onboarding process, spanning roughly 6 steps, is designed to tailor the experience from the moment a user enters.

It starts with familiar login options (Apple, Google, Email) against a backdrop of enticing food videos – immediately setting a high-quality visual tone. The standard email verification via code follows, leading into basic profile setup (name, username).

Where CREME differentiates early is the mandatory "Cooking Preferences" step. ⚙️ Before users even see a recipe, they define their preferred measurement system (Metric vs. Imperial) and temperature scale (Celsius vs. Fahrenheit). This isn't just a setting buried later; it's an upfront declaration that the app will adapt to you. It’s a subtle but powerful way to signal personalized value from the outset.

The AI Sous Chef: Conversational Cooking

CREME’s core interaction model leans heavily on a conversational, AI-driven interface. Forget static recipe lists; users interact with an AI assistant (dubbed "Sous" 🤖) in a chat format to discover, plan, and even modify meals.

Need a simple pasta dish? Just ask. The AI suggests relevant recipes like "Spaghetti Cacio e Pepe." Want a side dish? The AI analyzes the main course and proposes suitable pairings, like suggesting side salads for Cacio e Pepe. This interaction feels dynamic and intuitive, mimicking how you might ask a knowledgeable friend for cooking advice.

The real power move is the AI's ability to "remix" recipes. 🔀 Don't like the Herb Salad as is? Ask to "Make it spicy," and CREME generates variations like "Spicy Chervil Salad" or "Chili-Lime Chervil Salad." Need a vegan alternative for Clarified Butter? The AI understands the core ingredient change required and suggests options like "Clarified Coconut Oil" or "Vegan Ghee," even prompting for the intended use (e.g., "Cooking") to refine suggestions. This goes beyond simple filtering, offering genuine recipe adaptation. Recipes are presented as interactive cards with clear visuals and quick actions: add to plans (+), remix (🔀), or save/copy (📄).

When it's time to cook, CREME shifts to a step-by-step format combining text instructions with short, focused video clips demonstrating the technique. This bite-sized visual guidance aims to make complex steps feel more approachable. Users can also directly ask "Sous" questions within the recipe context (e.g., "How long is the cooking time?"), getting immediate, context-aware answers without leaving the cooking flow.

More Than Just Recipes: Community, Ingredients & Planning

CREME integrates features that extend beyond basic recipe discovery and cooking.

Recipe detail screens offer comprehensive information: difficulty level, specific timings (cooking, overall), and detailed ingredient lists. Key actions like Cook, Plan, Remix, Ask, and Share are readily accessible. The "Ask" feature flows into an activity feed where users can post questions about a recipe, and the AI (or potentially other users/chefs) provides answers. This fosters a sense of community and shared learning around specific dishes. 💬

The app demonstrates a deep understanding of ingredients. Tapping on an ingredient like "Butter" doesn't just show quantity; it can lead to dedicated pages with information, related recipes (like Brown Butter), and crucially, substitute suggestions – linking back to the AI's remixing capabilities.

Meal planning is central. Users can add recipes to their "Plans," which automatically populates a "Grocery" list. 🛒 This list aggregates ingredients from all planned meals, filterable by recipe, streamlining the shopping process. Discovery tools like "Set your food mood" using food emojis provide another pathway to finding recipes aligned with cravings.

Social features are present, allowing users to follow specific chefs (like Caio Soter featured prominently) and view their profiles, which include bios, recipes, equipment lists, and even follower lists. This adds a layer of curation and potential influencer marketing.

Monetization: A Soft Sell with a Chef-Centric Angle

CREME employs a Free Trial Soft Paywall strategy. While much of the app seems explorable, premium features and potentially full access require a subscription. This is subtly introduced via a "Start FREE 7-day trial" button on the user profile.

The paywall itself emphasizes supporting creators: "Support 250+ chefs worldwide," stating "The overwhelming majority of your payment goes to chefs." This attempts to frame the subscription not just as access, but as patronage. 💰 It offers standard Annual (with a "Save 28%" nudge) and Monthly options. The lack of running ads confirms a clear focus on converting users to paid subscribers.

Deep Settings & User Control

CREME offers an impressive level of control and transparency through its extensive settings menu.

Users can manage their profile (personal info, bio, Instagram link), view their subscription plan ("My plan: EXTRA CREME"), and handle data privacy with options to "Download your data" or "Delete my account."

Preferences go beyond the initial onboarding, allowing tweaks to Cooking Preferences, detailed Push Notification controls (granular toggles for Cooking, Social, Updates, New Recipes), and Language settings. ⚙️

Support options include reporting problems and accessing legal documents (Privacy Policy, Terms & Conditions). Notably, there's also a pathway to "Nominate a Chef or Restaurant," reinforcing the app's focus on creators.

Final Thoughts: AI Ambition Meets Market Reality

CREME showcases a sophisticated vision for the future of cooking apps. Its deep integration of AI for conversational discovery, recipe remixing, and contextual Q&A is genuinely innovative. The combination of video guidance, personalization, and a clean, dark-mode UI creates a premium feel. The focus on supporting chefs provides a compelling monetization angle.

However, the current lack of market traction (0 downloads/revenue) is a stark reminder that a great product isn't enough. Distribution, marketing, and perhaps further refinement of the value proposition are crucial hurdles.

For founders and product teams, CREME serves as a fascinating case study. It highlights the potential of AI to create truly adaptive user experiences, the importance of robust personalization from step one, and the value of integrating multiple content formats (video, text, chat). Understanding how apps like CREME structure their flows, onboard users, integrate AI, and position their paywalls reveals patterns critical for building successful digital products – insights that become clearer through deep, systematic analysis. Whether CREME finds its audience remains to be seen, but its ambitious design offers valuable lessons in pushing the boundaries of app-based cooking. 🚀