App Showcase
App info
- App name: Mob: Meal Planner and Recipes
- Onboarding steps: 15
- Paywall type: Free Trial - Hard Paywall
- Monthly installs: 65,000
- Monthly revenue: $250,000
- App category: food and drink
What it does
Mob is a culinary companion designed to solve the daily friction of midweek cooking. It provides an extensive catalog of chef-crafted recipes, allows users to adapt those recipes to their specific dietary or macro goals, and automatically translates meal plans into highly organized shopping lists.
Where it shines
The app excels in its deep customization and interactive utility. At 04:26, the 'Adapt recipe' tool allows users to intelligently swap ingredients to meet specific goals (like lowering calories or upping protein) without breaking the recipe’s core flavor profile. Additionally, the transition from static browsing to vertical video scrolling (06:05) brings the recipes to life in a format native to modern social media habits.
UX highlights
- Dynamic Substitution: The ingredient swap feature (04:26) clearly diffs the new ingredients against the old ones, maintaining context and instantly updating the shopping list.
- Granular Filtering: At 02:16, the filtering menu provides extremely detailed exclusion and inclusion parameters, from specific allergens to exact protein thresholds per serving.
- Contextual Loading: The post-paywall loading sequence (01:45) acts as a powerful psychological anchor, repeating the user's specific quiz inputs back to them to justify the custom plan.
- Shopping List Categorization: When adding items to a list (06:48), ingredients are automatically grouped by supermarket aisle (e.g., 'Fruit & Veg', 'Storecupboard'), saving time in the physical store.
- In-line Feedback: The app frequently asks for micro-feedback, such as the simple thumbs up/down after a recipe adaptation suggestion, creating a subtle loop of personalization.
Monetization & growth
Mob utilizes a hard paywall (01:33) that appears immediately after onboarding and account creation, blocking access to the core experience until a trial is initiated. The paywall offers a 7-day free trial on the annual plan, which is heavily anchored as the "Best value" with a 50% discount callout compared to the monthly option.
Who it’s for
This app is aimed at busy professionals and home cooks who want high-quality, flavorful meals without the stress of manual meal planning. It specifically caters to individuals who track their macros or have specific dietary preferences but don't want to sacrifice culinary variety.
Notes & opportunities
The onboarding flow starts with an immediate, uncontextualized Apple Tracking Transparency prompt (00:00). Adding a warm-up screen explaining why tracking improves the recipe recommendations could significantly improve opt-in rates. Furthermore, while the vertical video feed is engaging, allowing users to add ingredients to their list directly from the video overlay—rather than navigating into the recipe detail—would remove a layer of friction.