What it does
Tasty is a comprehensive cooking app designed for home cooks of all levels. It provides a vast library of recipes, complete with step-by-step instructions and video guides. The app's core features focus on personalization, allowing users to discover meals based on their preferences, find recipes for ingredients they already own, and interact with an AI assistant for conversational recipe searches. It also includes a strong community component where users can share their own cooking experiences and tips.
Where it shines
Tasty excels at making recipe discovery practical and engaging. The "What's in your kitchen?" feature (03:26) is a standout, transforming the common dilemma of unused groceries into an opportunity to cook. By simply entering 'pasta' and 'olive oil,' the user is presented with over 200 potential meals. Another highlight is the AI assistant, 'Botatouille' (01:17), which turns a search query into a helpful, conversational exchange, offering tailored suggestions like a knowledgeable friend.
UX highlights
- Conversational Search: The AI assistant provides a natural language interface for finding recipes, lowering the barrier for users who don't know exactly what to search for (01:21).
- Practical Utility: The ingredient-based search feature (03:26) solves a real-world problem, making the app a go-to tool for everyday cooking decisions.
- Integrated Community Proof: User tips and photos are embedded directly on recipe pages (02:59) and in a dedicated community feed (05:09), which adds a layer of trust and real-world validation to the content.
- Cookbook Organization: Users can easily save recipes and organize them into custom cookbooks (01:50, 07:05), creating a personal recipe library over time.
- Actionable AI Responses: The AI doesn't just give one answer; it provides several categorized options (e.g., Homemade, Shrimp, Vegan Pad Thai at 01:35) in a single response, catering to multiple user needs simultaneously.
- Robust Filtering: Search results can be refined by a wide range of criteria, including difficulty, meal type, cuisine, and diet, giving users precise control (04:05).
Monetization & growth
Monetization is primarily handled through a premium subscription called Tasty+. The app presents a soft paywall after the initial onboarding (00:59) and when users attempt to access premium features like meal plans (05:41). The paywall highlights a 31% discount for the annual plan and breaks down the cost to a small monthly equivalent to make it seem more affordable. It clearly lists the key benefits unlocked with the subscription. There is no free trial explicitly offered in this flow.
Who it’s for
Tasty is for anyone who cooks at home, from beginners looking for simple, guided recipes to experienced cooks seeking inspiration. Its features cater to a wide audience: the meal prepper who likes to plan, the spontaneous cook who needs ideas for leftover ingredients, and the social user who enjoys sharing their culinary creations with a community.
Notes & opportunities
While the AI assistant is a strong feature, its introduction is somewhat buried. Bringing it to the forefront earlier could enhance the initial user experience. The onboarding process requires a sign-up to proceed (00:27), which is a point of friction. Allowing users to explore the app's content before committing to an account could improve activation rates. Finally, the subscription offer could be tested with a free trial option to potentially increase conversion.