By: Dilan Mehta (NYU CAS ’25) | Venture: Sizzle: Shop Recipes!
About 7 months ago, I began working closely with several key individuals who have profoundly influenced the development and success of Sizzle. Sizzle is a full-service food social commerce platform that connects recipes with affiliated grocery services like Amazon Fresh, Whole Foods, and Walmart, transforming content from recipe sites and social media shares into a convenient and versatile meal kit experience. These mentors, colleagues, and industry peers have shaped not only my entrepreneurial journey but also the trajectory of our platform.
Poornima R., our Chief Financial Officer, has been instrumental in navigating the financial complexities of scaling Sizzle. Her background as VP Finance at TA Digital and her expertise in business analytics have been invaluable. Poornima’s meticulous attention to detail and strategic financial planning have ensured that we allocate resources efficiently and stay on track with our growth objectives. Her guidance has been crucial in our fundraising efforts, helping us secure the necessary capital to expand our operations and enhance our platform.
Bilal Ahmed, our Chief Technology Officer, has been a cornerstone in the development of Sizzle. His expertise in artificial intelligence (AI) and machine learning has driven many of our platform’s most innovative features. Bilal’s approach to problem-solving, viewing challenges as opportunities for innovation, has been instrumental in overcoming technical hurdles. His work ethic and dedication have set a high standard for the entire team, fostering an environment of resilience and adaptability.
Our technical advisor, Nihar Shah, has been pivotal in designing our system’s infrastructure and ensuring its robustness. With his extensive experience as the CTO of HiFi Bridge, Nihar has provided invaluable insights into optimizing our technology stack and guaranteeing our platform’s scalability. His ongoing support and technical acumen have helped us navigate numerous challenges, from integrating complex AI algorithms to enhancing our user interface. Nihar’s contributions have been crucial in making Sizzle a reliable and efficient platform.
Sumair, our Frontend Lead, has been the driving force behind the user experience of Sizzle. With his expertise in Flutter development and a keen eye for design, Sumair has created a seamless and intuitive interface that users love. His dedication to continuous improvement and user feedback has resulted in a platform that is not only functional but also delightful to use. Sumair’s work ensures that our users have a smooth and engaging experience, which is critical to our success.
I was raised in a home filled with the aromas of Asian cuisine, but when I moved out on my own, I was at a loss in the kitchen. This led me to online food videos and blogs, yet a huge gap remained—turning what I saw on screen into a meal on my table was frustratingly difficult. This gap between inspiration and action is what sparked the idea for Sizzle. Why not make every recipe just a click away from being cooked in your kitchen?
“Anyone can cook.” That’s our guiding principle at Sizzle. It’s a platform inspired by personal challenges and a desire to make cooking achievable for all. Here’s how a simple need to bridge the gap between watching cooking shows and actually cooking led to the birth of Sizzle.
I initially thought Sizzle would be something I would launch gradually. However, working with these remarkable individuals has reiterated to me that there is never an exceptionally “right time.” Their dedication and expertise have shown me the importance of seizing opportunities and adapting quickly. Their work ethic and innovative approaches have been incredibly inspiring, helping turn Sizzle into a dynamic and impactful platform.
At Sizzle, our vision is to transform the way people interact with food content and shopping. We aim to bridge the gap between food inspiration and practical action by seamlessly connecting recipes with affiliated grocery services.
A company is only as good as its team, and I am incredibly grateful for the talented individuals who have come together to build Sizzle. However, the inspiration I draw doesn’t stop with our team. Meeting and hearing the stories of other founders, both past and present, has been a constant source of motivation. Their journeys, filled with challenges and triumphs, remind me of the resilience and determination needed to succeed in a competitive market.
Moreover, our collaboration with content creators has been a vital part of Sizzle’s growth. These creators guide us on what we need to build and what they want, ensuring that our platform meets the needs of our target audience. Their feedback and insights have shaped our features and functionalities, making Sizzle a more user-centric and effective platform. I extend my heartfelt thanks to all the content creators who have supported us and contributed to our development.
