Fordel StudiosDoorDash rolls out Zesty, an AI social app for discovering new restaurants
What Happened
Users can view and share photos and comments about restaurants they’ve visited, discover content from others, and follow people just like on any social network.
Our Take
Honestly? DoorDash's building TikTok for food discovery, and it's fundamentally misaligned. People don't follow strangers for restaurant recs—they trust aggregated reviews and maybe their actual crew's opinions. The social angle feels like checkbox ticking, not solving a real gap.
Plus DoorDash already owns the review data and transaction history. They're adding social complexity to a problem aggregation solved years ago. Zesty might onboard some users, but it'll be an engagement sink without network effects. Food discovery ≠ content consumption.
What To Do
If you're experimenting with AI discovery, start with ranked recommendations from your existing user base, not unvalidated social feeds.
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