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Why Yummly's Business Model is so successful?

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Yummly’s Company Overview

Yummly, established in 2009, is a leading digital platform and mobile app dedicated to simplifying users' cooking and meal planning experience. The platform offers a vast collection of recipes, personalized recommendations, and convenient grocery shopping features to inspire and assist users in preparing delicious meals at home. Yummly leverages advanced algorithms and machine learning to understand user preferences, providing tailored recipe suggestions and ensuring a seamless cooking journey. Yummly is a food-centered technology company that provides millions of users worldwide with personalized recipes, cooking tips, and kitchen shopping lists. The app uses machine learning algorithms to understand each user's taste preferences, allowing it to personalize recipe recommendations. Yummly has grown to over 15 million registered users and, in 2015, was one of the top recipe apps for iPhones and iPads, according to Apple. Yummly's mission is to algorithmically map every recipe on the web to every food product. The Yummly Recipe API lets you integrate recipes and faceted recipe search into your websites or mobile applications. Yummly operates as a content-driven platform that curates and delivers personalized recipe recommendations to users. The platform employs data analytics and user feedback to understand individual taste preferences, dietary restrictions, and cooking habits. Yummly also serves as a comprehensive resource for users to discover new and trending recipes, fostering a community of home cooks and food enthusiasts. Yummly primarily generates revenue through partnerships and collaborations within the food and cooking industry. The platform may engage in affiliate marketing, where it earns a commission for promoting specific kitchen tools, utensils, or ingredients within its recipes. Additionally, Yummly could explore sponsored content, allowing food and lifestyle brands to connect with its user base through featured recipes or cooking-related products. Yummly may also consider premium subscription models, offering enhanced features such as meal planning, advanced recipe filtering, or exclusive content for a subscription fee. By diversifying its revenue streams, Yummly aims to continue providing valuable and personalized cooking solutions to its users while creating mutually beneficial partnerships within the culinary ecosystem.

Country: California

Foundations date: 2009

Type: Private

Sector: Consumer Goods

Categories: Food & Beverages

Yummly’s Customer Needs

Social impact:

Life changing: self-actualization

Emotional: fun/entertainment, attractiveness, nostalgia, design/aesthetics, rewards me

Functional: saves time, simplifies, reduces effort, variety, sensory appeal, informs

Yummly’s Related Competitors

Yummly’s Business Operations


Commissions are used in the affiliate revenue model example. Essentially, you resell goods from other merchants or businesses on your website or in your physical store. You are then compensated for referring new consumers to the company offering the goods or services. Affiliates often use a pay-per-sale or pay-per-display model. As a result, the business can access a more diversified prospective client base without extra active sales or marketing efforts. Affiliate marketing is a popular internet business strategy with significant potential for growth. When a client purchases via a referral link, the affiliate gets a portion of the transaction's cost.

Customer data:

It primarily offers free services to users, stores their personal information, and acts as a platform for users to interact with one another. Additional value is generated by gathering and processing consumer data in advantageous ways for internal use or transfer to interested third parties. Revenue is produced by either directly selling the data to outsiders or by leveraging it for internal reasons, such as increasing the efficacy of advertising. Thus, innovative, sustainable Big Data business models are as prevalent and desired as they are elusive (i.e., data is the new oil).

Customer loyalty:

Customer loyalty is a very successful business strategy. It entails giving consumers value that extends beyond the product or service itself. It is often provided through incentive-based programs such as member discounts, coupons, birthday discounts, and points. Today, most businesses have some kind of incentive-based programs, such as American Airlines, which rewards customers with points for each trip they take with them.

Ingredient branding:

Ingredient branding is a kind of marketing in which a component or ingredient of a product or service is elevated to prominence and given its own identity. It is the process of developing a brand for an element or component of a product in order to communicate the ingredient's superior quality or performance. For example, everybody is aware of the now-famous Intel Inside and its subsequent success.

Market research:

Market research is any systematic attempt to collect data about target markets or consumers. It is a critical aspect of corporate strategy. While the terms marketing research and market research are frequently used interchangeably, experienced practitioners may want to distinguish between the two, noting that marketing research is concerned with marketing processes. In contrast, market research is concerned with markets. Market research is a critical component of sustaining a competitive edge over rivals.

Online marketplace:

An online marketplace (or online e-commerce marketplace) is a kind of e-commerce website in which product or service information is supplied by various third parties or, in some instances, the brand itself, while the marketplace operator handles transactions. Additionally, this pattern encompasses peer-to-peer (P2P) e-commerce between businesses or people. By and large, since marketplaces aggregate goods from a diverse range of suppliers, the variety and availability are typically greater than in vendor-specific online retail shops. Additionally, pricing might be more competitive.

Platform as a Service (PaaS):

Platform as a Service (PaaS) is a class of cloud computing services that enable users to create, operate, and manage apps without the burden of establishing and maintaining the infrastructure usually involved with designing and developing an app.


In most instances, support is not intended to be philanthropic; instead, it is a mutually beneficial commercial relationship. In the highly competitive sponsorship climate of sport, a business aligning its brand with a mark seeks a variety of economic, public relations, and product placement benefits. Sponsors also seek to establish public trust, acceptability, or alignment with the perceived image a sport has built or acquired by leveraging their connection with an athlete, team, league, or the sport itself.


Subscription business models are built on the concept of providing a product or service in exchange for recurring subscription income on a monthly or annual basis. As a result, they place a higher premium on client retention than on customer acquisition. Subscription business models, in essence, concentrate on revenue generation in such a manner that a single client makes repeated payments for extended access to a product or service. Cable television, internet providers, software suppliers, websites (e.g., blogs), business solutions providers, and financial services companies utilize this approach, as do conventional newspapers, periodicals, and academic publications.

Two-sided market:

Two-sided marketplaces, also called two-sided networks, are commercial platforms featuring two different user groups that mutually profit from the web. A multi-sided platform is an organization that generates value mainly via the facilitation of direct contacts between two (or more) distinct kinds of connected consumers (MSP). A two-sided market enables interactions between many interdependent consumer groups. The platform's value grows as more groups or individual members of each group use it. For example, eBay is a marketplace that links buyers and sellers. Google connects advertising and searchers. Social media platforms such as Twitter and Facebook are also bidirectional, linking consumers and marketers.

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