If you’ve spent any time submitting your gorgeous food photos to the various so-called “food porn” sites, you may have noticed that there are just a couple of big players, and then a ton of copycats, very few of whom actually improve upon the formula. Most collect small-format, square photographs, and some include a few bells and whistles, like the ability to sort by “Most Popular” or “Most Viewed” submissions.
When we first discovered Fridgg.com thanks to a tip from a reader, we were pretty cynical; our bookmarks list already has a pretty full roster of sites to submit to, and we don’t get too worked up about adding a new one to the mix. After using Fridgg for just a few days, though, it was clear that founder Allison Day has no interest in running just another Foodgawker clone.
The first thing you notice is the photos themselves. Gone are the teeny tiny 25o pixel square mini-prints so common to these types of sites, replaced by larger-format, 3×4 ratio photos that really pop against the websites stark black background and allow submitters to include as much (or as little) meta data as they’d like. Perhaps even more significant than the photos themselves is how they get “promoted” to the front page of the site. The front page is populated with user-submitted photos that are chosen not by an all-knowing editor, but by a democratic process using secret algorithms (and lasers). Woah.
Intrigued, we stole a few minutes with founder Allison Day, to talk to her more about her vision for the future of Fridgg: