Whirlpool, the renowned appliance manufacturer, has made a decisive move by letting go of its entire team dedicated to the Yummly recipe and cooking app. Industry insiders report that all employees associated with the app and website have been laid off, raising questions about the future of the property Whirlpool acquired in 2017.
The decision to lay off the Yummly team signifies a notable shift away from the development of a connected cooking experience centered around curated recipes with detailed cooking instructions.
Upon acquiring Yummly, Whirlpool emphasized its potential to enhance the meal preparation process for consumers using its appliances. The company aimed to alleviate meal planning stress by providing solutions to the perennial question of “What’s for dinner tonight?“
Following the acquisition, Whirlpool expanded the content team and enlisted content creators to enrich the recipe catalog with cooking guidance. It introduced features like built-in food image recognition and even launched a Yummly-connected thermometer, which remains available for purchase. Notably, the company unveiled an update with new features as recently as last fall.
The decision to disband the Yummly team suggests a shift in focus for appliance brands, away from apps featuring human-curated editorial content. Instead, there is a growing interest in exploring generative AI technology to power new features and content.
While some appliance brands have begun experimenting with AI-driven content libraries and consumer-facing interfaces, the effectiveness of these initiatives varies. It is anticipated that this trend will persist as appliance manufacturers reassess their smart appliance strategies based on insights gained from the initial phase of product development.
