Background.

A simple question like ‘What's for dinner?’ is among the most complex for families everywhere to answer. From decisions about budget and dietary specifications to cooking skills, personal preferences, there’s so much that goes into that one decision.

Our users are juggling multiple apps and products just to figure out what to make for dinner. They’re on Reels and Tiktok finding recipe inspo, note taking apps to create shopping lists and finally Instacart to place their grocery order. But we don’t just want to help them get groceries, we want a bigger seat at the table when it comes to helping you plan dinner.