MAY 23, 2007

Kevin Yu’s Mess Became One of the Top Apps in iTunes

privy profile   |   By Bonnie He

Occupation: Serial Entrepreneur

Based in: Shanghai and Los Angeles

Last Education: University of Southern California


There’s nothing less romantic than screwing up a Valentine’s Day dinner.

But Kevin Yu did, so you don’t have to. That epic #vdayfail inspired cooking app SideChef, and Kevin Yu now helps put out fires (figuratively. You should still call the fire department if you have a real fire).

SideChef is hailed as the GPS of cooking, giving you “turn-by-turn” directions from beginning to end on how cook a meal. And the app comes loaded with a multitude of awesome recipes. We aren’t the only ones who agree.

USA TODAY named it one of the 'Best Apps of 2014', NY Times called SideChef its 'favorite cooking app', and iTunes ranked it Top 4 in Food & Drinks apps!

Before SideChef was winning over tech blogs, Yu was Global Manager of Community Development at gaming conglomerate Blizzard Entertainment, where he was responsible for bringing in over 10 million followers on the brand’s social networks. He helped grow notable games like the Warcraft®, StarCraft® and Diablo® series.

With this diverse portfolio, we know that Kevin Yu is turning up the heat in the app world.



You worked primarily in the gaming industry before. Where did the idea for SideChef come from?

The idea of SideChef, a step-by-step cooking guidance app, came out of pure personal necessity. A few years ago I was attempting to make a Valentine’s Day dinner for an ex-girlfriend, and being that it was one of the first times I’ve actually attempted a multi-course meal, I thought it’d be easy, but ended up screwing up big time. But from that experience, I realized a lot of the mistakes I made in the kitchen were quite common ones, such as forgetting an ingredient until it was too late, or missing the timing of one action, which then affected the other ones following.


You’ve said that you view SideChef as a disrupter. Can you elaborate on that view?

Over recent years there has been a renewed interest in cooking, knowing what goes into your food, and for the newest mil

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