In the dynamic world of food delivery, BiteSight has emerged as a game-changer by integrating short-form video content into its platform, revolutionizing how users discover and order food. This innovative approach recently catapulted the app to the second position in the App Store’s Food and Beverage category, surpassing established giants like Uber Eats, Starbucks, and McDonald’s.
The Genesis of BiteSight
Founded by Lucious McDaniel IV and Zac Schulwolf, BiteSight was born out of a shared frustration with traditional food delivery apps. McDaniel, a 24-year-old entrepreneur with a background in restaurant technology investment, found himself repeatedly ordering from the same few restaurants due to the lack of engaging discovery features in existing platforms. He noted, I’d hit this wall of identical-looking restaurants with stock photos, and somehow every place had 4.6 stars.
To address this, McDaniel and Schulwolf, both alumni of the University of Texas at Austin, envisioned an app that mirrors the way younger generations engage with content—through short-form videos and social recommendations. BiteSight allows users to watch videos of dishes from nearby restaurants, see what their friends have ordered, and bookmark places to try out, effectively combining the appeal of TikTok with the functionality of DoorDash.
The Viral Moment
The turning point for BiteSight came when McDaniel’s sister, Kendall, participated in a popular internet trend. In a video, she introduced her brother, who then pitched BiteSight to viewers. McDaniel posted the video and returned to work, only to discover 15 minutes later that it was going viral. We were at 20,000 views in 15 minutes, he recounted. The rapid influx of users caused parts of the app to malfunction, prompting the engineering team to work tirelessly to maintain functionality.
Embracing the chaos, McDaniel created additional TikTok videos documenting the experience, which also gained significant traction. He observed that people appreciated the authenticity of seeing a startup navigate the challenges of sudden success. The original video has since amassed nearly 4 million likes on TikTok and a quarter of a million on Instagram, highlighting the power of social media in driving app adoption.
Building on Success
Prior to this viral moment, McDaniel and Schulwolf had spent over a year developing BiteSight, including participation in Y Combinator’s Winter 2024 cohort. They conducted a limited beta around New York University in April and launched an early version in mid-May, accompanied by modest social media marketing. The viral video in June significantly accelerated their growth trajectory.
Following the video’s success, BiteSight gained over 100,000 new users. Although currently available only in New York, the app has received numerous requests for nationwide expansion. Restaurants ranging from small family-owned establishments to large chains have expressed interest in partnering with BiteSight, recognizing its potential to attract a younger, tech-savvy customer base.
Leveraging AI and Social Media Trends
BiteSight’s success underscores a broader trend of integrating social media dynamics into service platforms. By focusing on video content and social recommendations, BiteSight taps into the preferences of Generation Z, who are accustomed to discovering new products and services through platforms like TikTok and Instagram.
Moreover, McDaniel believes that operating as a startup in the age of artificial intelligence provides a competitive advantage. He noted that while competitors may require large engineering teams, BiteSight can utilize AI tools to perform tasks more efficiently and cost-effectively. This approach allows them to pass savings onto small business owners and customers while maintaining healthy margins.
The Road Ahead
Despite facing competition from well-established, well-funded companies like DoorDash and Uber Eats, BiteSight’s unique approach positions it as a formidable contender in the food delivery market. By prioritizing user experience through engaging video content and leveraging social media trends, BiteSight aims to become the go-to app for a generation that values authenticity and social proof in their dining choices.
As BiteSight continues to grow, it exemplifies how innovative startups can disrupt traditional industries by aligning their offerings with evolving consumer behaviors and technological advancements.
