EasyChef

The situation

Recipe search is one of the most contested corners of Google, and the usual way in is a kitchen, a camera and a writer. We wanted to know whether a product could earn that ground with no kitchen and no photographer at all: every dish invented by a model, every photograph generated, the whole catalogue produced end to end without a person in the loop.

What we built

• iOS and Android app that turns the ingredients you already have into an original recipe
• A two-stage generation chain for every recipe, and generated food photography for every single dish, so no plate was ever cooked or shot
• A web catalogue built from those same generated recipes, re-enriched for search with fuller directions and the origins of each dish
• Deliberate drip publishing, one page every three hours, so growth looked natural rather than dumped
• The whole loop unattended: nobody wrote a recipe, styled a plate or edited a page at any point