Foodspotting: A Foodie-Powered Field Guide

When I first visited Japan a year ago, I discovered dishes I’d never heard of before, from Okonomiyaki to Tonkatsu. Upon returning to San Francisco, I mined sites like Yelp and Chowhound in search of these dishes, only to find the local guides too broad and the discussion boards too unstructured. As I shared my frustration, I quickly found I was not alone.

To satisfy the cravings of a growing class of food lovers who value good food over service, cost and ambience, Foodspotting will be a visual local guide that lets you find and rate dishes, not just restaurants. To create this rich collection of foods and where to find them, Foodspotting will harness foodspotters’ desires to collect, compete and be good at something. As a multi-channel platform that spans web, mobile and real life, Foodspotting integrates seamlessly with existing behaviors while adding a game-like dimension to them.

  • Foodspotters can show off their sightings across social networks, participate in food scavenger hunts, earn and award blue ribbons to dishes they love and become dish “champions.”
  • Restaurants can just as easily post specials, menu updates and communications to the public “foodstream” by paying a small fee.
  • Foodseekers can find whatever they’re craving and see what’s good at any restaurant. They can find and follow dishes, restaurants and trusted foodspotters to stay on top of the latest sightings and specials.

While the Foodspotting beta is still in development, the pitch, prototype and team of UX-minded cofounders have already generated excitement. The Foodspotting iPhone app prototype won Best Social App at iPhoneDevCamp and the pitch attracted $5k of on-the-spot seed funding at Startup Weekend from Dan Martell and a feature story in VentureBeat.

We look forward to launching our beta by November and seeing this dish-centric dining guide bring foodspotters, foodseekers and restaurants together around the dishes they love.

Photo of Alexa Andrzejewski

Alexa Andrzejewski


As a User Experience Designer at Adaptive Path, Alexa has architected online and offline experiences for financial professionals, nuclear pharmacists, smartphone users and social networkers. From the 2009 MySpace redesign to the ongoing transformation of into a motivating world of learning, Alexa has helped clients reimagine products from the ground up.

Following in the footsteps of Adaptive Path colleagues who’ve started their own UX-driven ventures – including Get Satisfaction, Measure Map, Emmetlabs and Plinky – Alexa is investing her end-to-end experience into founding Foodspotting – a web and mobile app that lets you find dishes, not just restaurants. To create an engaging, game-like experience for food lovers, Alexa looks forward to drawing upon her interest in how companies can achieve business goals and improve people’s lives by appealing to core motivations and needs.

This interest is also expressed in Alexa’s Web 2.0 Expo talk on how to create “crush-worthy” products and services. Through speaking, writing and teaching, Alexa strives to advance experience-minded thinking and methods to all who will listen. Recent appearances include UX Week 2009, the Web 2.0 Expo in San Francisco and New York, and LIFT 2008 in South Korea.

  • IBM
  • Microsoft
  • Awareness
  • Blue Kiwi Software
  • Ericsson Labs
  • Jive Software
  • Layered Technologies, Inc.
  • Neustar, Inc.
  • OpenText
  • Opera Software
  • Overtone
  • Qtask
  • Rackspace Hosting
  • Sony Ericsson

Sponsor & Exhibitor Opportunities

Rob Koziura
(415) 947-6111

Download the Web 2.0 Expo New York Sponsor/Exhibitor Prospectus

Media Partner Opportunities

Kaitlin Pike
(415) 947-6306

Contact Us

View a complete list of Web 2.0 Expo contacts.