What it does
Sidekick is a cooking and meal planning app designed to make home cooking more enjoyable and less wasteful. The app provides users with curated recipe packs, generates weekly meal plans, and creates an integrated shopping list based on those plans. Its standout feature is an audio-guided, step-by-step cooking mode that acts as a virtual kitchen assistant.
Where it shines
Sidekick truly shines in its ability to connect the entire meal journey, from planning to plate. The onboarding quiz (00:27) is a great example of early personalization, asking not just about taste but also about ingredients already in your pantry. The app's core strength is its guided cooking experience (03:35). The combination of clear visual steps, audio narration, and integrated timers makes following a new recipe feel almost foolproof. Finally, the app closes the loop with its smart shopping list (08:09), which separates fresh items from pantry staples and helps users avoid buying things they already own.
UX highlights
- Beginner Challenge: The app uses a 'Beginner Challenge' (02:13) to provide a structured first-run experience, guiding new users to cook their first meal and immediately experience the core value.
- Playful Illustrations: Throughout onboarding and key screens, charming, animated food characters (00:25) give the app a friendly and approachable personality.
- Contextual Timers: During the guided cooking flow, timers can be started directly from the relevant instruction step (03:45), reducing the need to switch to a separate clock app.
- Smart Categorization: The shopping list intelligently separates items into 'Fresh' and 'Store Cupboard' (08:53), which mirrors how people typically think about grocery shopping.
- Community Twists: Recipe pages include a 'Community Twists' section (06:42), where users can share their own modifications and suggestions, adding a valuable layer of social proof and inspiration.
- Flexible Servings: Users can easily adjust the number of servings for a recipe (02:50), and the ingredient list updates automatically.
Monetization & growth
After a thorough personalization quiz, the user is presented with a paywall (01:42) before they can access the full app. The offer is a 30-day free trial that converts to a paid subscription. Two plans are offered: a monthly option and a yearly option that is highlighted as the 'Best Value' with a 'Save 17%' tag. This is a classic trial-based subscription model, relying on the personalized setup to convince users of the app's value before asking for payment. The app also features a 'Sidekick Home' plan (01:51), an upgrade designed for households, which represents a clear up-sell path.
Who it’s for
Sidekick is designed for home cooks who feel stuck in a routine and want to try new recipes without the stress of complex planning and shopping. It appeals to users who are busy, budget-conscious, and mindful of food waste. The guided cooking feature makes it particularly suitable for novice or intermediate cooks looking to build confidence in the kitchen. The 'Home' plan also targets couples or families who want to coordinate their meal planning.
Notes & opportunities
While the guided cooking mode is excellent, the initial prompt for notifications happens during the first timer setup (03:46), which could feel slightly disruptive. A dedicated warm-up screen earlier in the experience might improve opt-in rates. Additionally, the sign-up form (01:12) appears after the user has already made several choices in the quiz and menu builder. While this delays friction, it also means a user who drops off here loses all their personalization progress, which could be a point of frustration.