Social Commerce

Alexa DaFonte is a former food content creator, so she knows firsthand how hard it is to monetize content in a meaningful way. She saw that many of her friends in the food creator community were struggling to find consistent revenue streams, beyond brand deals or sponsorships. On the other side of the coin, users consuming recipe videos typically aren’t provided with a straightforward list of ingredients because of text limits on platforms like TikTok – which can make recreating the recipes a bit tricky. And that’s when DaFonte had her lightbulb moment. She decided there must be a better way to connect creators and consumers when it comes to recipes, so she developed Sizzle – an app that creates grocery lists from cooking videos. Today, the New York City-based entrepreneur is expanding her rapidly growing user base, while giving creators a way to earn directly from the groceries people buy to make their recipes. And foodie users have an easier way to try out their favorite creator’s dishes at home. Editor’s Note: Sizzle has been named to The Story Exchange’s 2025 list of 10 Brilliant Business Ideas. How is your business different from others in your industry? We’re not just another app for discovering recipes—we’re building a complete ecosystem designed to be at the heart of social commerce for food. First, we’re creator-driven. For the first time in the food tech space, we allow food creators to earn commissions on the groceries that viewers are influenced to buy when they follow their recipes. We also stand out because of our strong partnerships with major grocery retailers like Amazon Fresh and Whole Foods, which allows us to seamlessly integrate grocery shopping into the recipe discovery process. This means users can go directly from a recipe to a fully shoppable list, making it easier and more efficient to shop for the ingredients they need. Looking ahead, we’re excited to launch a new feature: our Digital Pantry. This AI-driven tool lets users scan the items they already have in their fridge or pantry, then provides personalized recipes based on what they have. This is a game-changer for reducing food waste, as it helps users utilize ingredients they already own, preventing items from going unused. It’s an innovative solution to make weekly meal planning easier, smarter, and more sustainable. Tell us about your biggest success so far. The viral growth and rapid scaling of Sizzle. In just 2.5 months after launch, we reached 100k users, a milestone that speaks to the power of building in public and using innovative viral marketing tactics. By actively engaging with our community and sharing our progress along the way, we were able to create a buzz around Sizzle that generated incredible organic growth. What is your top challenge and how have you addressed it? Marketing, especially around distribution. As we scale, I’ve been focused on staying authentic and transparent by building in public—showing the ins and outs of what we’re building on the consumer, tech and business sides. It’s a delicate balance to keep people engaged while staying true to our ethos, but being open about our progress has helped foster a strong connection with our community. Another big challenge has been scaling up our creator network and managing user-generated content. Right now, I’m leading a team of 75 creators who post daily about Sizzle across separate accounts. Managing this amount of content while ensuring it stays aligned with our brand and message has been a real learning curve, but it’s also been incredibly rewarding to see how much impact it’s had on our growth. Have you experienced any significant personal situations that have affected your business decisions? After spending years in the modeling and influencer world, I struggled with developing an unhealthy relationship with food. It’s not always easy to talk about, but I feel it’s important to share because it directly shaped my perspective on food and health. Over time, I rediscovered my love for food—especially through content creation—and I wanted to make food, and the joy of cooking, more accessible to others. This experience deeply influenced my decision to work in food tech, as I saw how impactful food content on platforms like TikTok could be, and I wanted to create a platform that celebrated food in a healthy, sustainable and enjoyable way. What is your biggest tip for other startup entrepreneurs? Be confident, regardless of where you start. It's incredibly easy to feel discouraged or intimidated, especially when you're surrounded by investors, C-suite executives and people who seem much further along in their careers. But the truth is, your confidence in yourself and in what you're building is your greatest strength in business. Trust that your ideas, passion and vision are just as valuable, and never underestimate the power of believing in yourself. How do you find inspiration on your darkest days? I make sure to reground myself. I allow myself the time to disconnect—turning off my phone, watching my favorite film Mamma Mia, and spending time with my cat and boyfriend. Sometimes, simply talking to my mom brings me back to my center and helps me regain perspective. What is your go-to song to get motivated on tough days? "Gimme! Gimme! Gimme!" from the musical Mamma Mia. It gives me immediate energy and happiness. Who is your most important role model? My mom. As a school teacher, she taught me some of the most valuable lessons in life, from leading with integrity and kindness to standing my ground and being confident. Growing up in a small town, she made sure I understood that success comes from dedication and the willingness to step out of my comfort zone. She encouraged me to always expand my horizons, challenge myself and never forget where I came from. She is my light and source of guidance in all I do. ◾ Instagram: @joinsizzleTikTok: @sizzleapp Share your story! Check out our Advice + Tips for entrepreneurs starting-upWatch our latest videosSubscribe to our podcast

Social Commerce

She’s Created An App That Turns a TikTok Cooking Video Into a Grocery List

The Story Exchange

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