Introducing Manna Cooking, the Recipe App That’s All About Community

The idea for Manna Cooking came, in a way, from CTO and co-founder Guy Greenstein’s mom — a private chef who cooks all-vegan, all-kosher food. It dawned on Greenstein one day that his mom’s workstation was totally unmanageable, a chaos of notebooks and binders overflowing with heavily annotated recipe clips. He searched for an app that would help her to streamline things but came up empty-handed.

So Greenstein teamed up with his childhood friends and co-founders Josh and Rachel Abady to create a platform that would allow users like his mom to organize, customize, and share recipes. The app, Manna Cooking, is making its official debut today on the Apple App Store. I got on Zoom last week with Josh and Rachel (the company’s CEO and CMO, respectively) to learn more about the launch.

The name of the app was inspired by the three co-founders’ early years at a Jewish day school. “Manna is what supposedly fell from the sky to nourish the Israelites — to give them everything they needed,” said Rachel, who came up with the name. “Our app is supposed to be your buddy in the kitchen that gives you everything you need to cook.”

Rachel and Josh led me on a tour of the app over Zoom. The digital environment is bright and easy to navigate, made friendlier by Chef Mic, the app’s cartoon personality. The app draws on popular social media features to help users discover new recipes: You can flick through recipes dating app-style in swipe mode, or scroll through other users’ posts in the discover feed. Users can also create and import recipes themselves.

Manna follows through on its promise of creating a single, centralized space for users to manage their recipes. In the cookbook environment, the app allows you to edit any recipe you’ve liked and save a new version. (The app also automatically flags recipe ingredients that might be incompatible with your diet.) When you want to start cooking a dish, the app guides you through the recipe one step at a time in much the same way Google’s Maps app takes you step-by-step toward your destination, saving the need to scroll back and forth between an ingredients list and instructions.

There are currently about 10,000 recipes on the app. Some are from a collection of pre-approved websites from which users can instantly import recipes; some were created by the app’s beta testers; and some were curated by Manna’s in-house recipe creator.

The COVID-19 pandemic forced Greenstein and the Abady siblings to take an unconventional approach to fundraising. They had secured some funding pre-COVID (including from David Greenstein, Guy’s father and a co-founder of the brand incubator Wonder Brands) but the pandemic scorched opportunities to proposition restaurateurs and other funders. “But we realized, even more than it’s about food, our app is about community. So if we’re a community, why not use the community to be the source of our funding as well?” Josh said.

The team used Wefunder to raise about $150,000, which helped them to create a beta version of the Manna Cooking app. That crowdfunding approach also helped the team to create a pool of dedicated beta testers: “Our first wave of testers really had skin in the game, because they had given us funds anywhere from $100 upwards,” Rachel said. “So we already had built-in super testers.”

Manna has partnered with restaurateur and chef David Burke, giving users access to simplified recipes for restaurant dishes. They’ve also identified brand-aligned social media influencers, who are creating recipes, providing feedback, and helping to promote the app.

This spring, Manna will work on raising a more conventional seed funding round. In the next couple of months, the team plans to lock in a partnership with a grocery retailer, which will allow them to launch an automatic ordering feature.

But the team’s number one priority is user acquisition, and their success there may hinge on how well the platform fosters in-app community building. At the end of the day, the promise of the app is to provide a simplified, social cooking experience, especially for users with specific dietary needs — people who want to cook gluten-free food, or vegan food, and get inspired by others who cook and eat like them.

As Josh put it: “There’s millions of people who fit each of these descriptions, and each of them should feel like they have a community that they can engage with in one, centralized place.”