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Brands often bank on scraping the web and monitoring societal media to sympathise what customers are saying about them and get sixth sense for production growth . Cafeteriaconnects teens with brands they are interested in so they can offer feedback about strategy and production development .
The startup is launch an iOS app Thursday . Before Thursday ’s launch , the startup quiz the app in beta for three month , onboarding teens across 60 U.S. cities .
Cafeteria ’s chief operating officer is Rishi Malhotra , who was co - founder of India - base music streaming service Saavn ( now JioSaavn ) — which wasacquired by Mukesh Ambani ’s Reliance Jio in 2019 — and ex-husband - CEO of Luminary Podcasts . The founding team also includes chief business organisation officer Mark Silverstein , who was principal content officer at Luminary , and principal aim officer Leeann Sheely , who was VP of intention at both Luminary and JioSaavn .
The company has arouse $ 3 million , led by Collaborative Fund and Imaginary Ventures , with additional engagement by Bertelsmann and veteran medicine diligence exec Guy Oseary , who has sour with Madonna and Red Hot Chili Peppers .
“ Cafeteria operates in the consumer insights and market research industriousness , uniquely focalize on actual - time , authentic feedback from teen . Distinguished by its zero - party data point collection , customizable analytics , and stiff leadership under CEO Rishi Malhotra , it provides sword with actionable and timely brainstorm tailored to ‘ Generation Teen , ’ ” Andrew Montgomery , partner at Collaborative Fund , recount TechCrunch over e-mail .
Montgomery added that Cafeteria has a great intersection - mart fit in the consumer insights market because it delivers unquestionable and actionable insights for firebrand directly from teenagers .
How does the app work?
Once a teen bring together the app , they will select the brands they are interested in . Cafeteria will then ask for them to take part in surveys called Tables . Teens can put up answers via a text or interpreter .
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Teens get paid anywhere between $ 5 and $ 20 for their insight , and they can transfer their balance to Venmo , PayPal , Cash App , or a coin bank account statement through Cafeteria ’s integration with Dots , an API for payouts . Users must have a minimum of $ 10 in their Cafeteria wallet to transfer the Libra .
The companionship said that on average , these Table sessions last five minutes . Cafeteria bring up that teens give insights ranging from which celebrity Nike should work with — apparently , Adam Sandler is as popular as Taylor Swift and Sabrina Carpenter — and how they would spend $ 100 at a plaza .
Cafeteria currently has thousands of users who get onto the app through either referral or parole of mouthpiece . All users are put on a waitlist before being onboarded .
During onboarding , teen go through a lifestyle Table , where they are asked 20 to 25 questions about retail , horseshoe , food , music , their first car , banking , and more . They can also select eight brands that they love .
The troupe is also limit the number of survey or Tables teens get per month to three to five . Malhotra thinks that this activity for adolescent is more rewarding than scrolling social medium , but the company does n’t want them to become daily or weekly active users .
Cafeteria observe that all substance abuser ’ identity operator info , such as name and e-mail , are hidden from the companies . Brands can only see gender , years , and zip code .
For drug user under 18 , the society has an optional feature to include parent ’ e-mail while signing up for the service , but it ’s not enforced .
In its seclusion policy , the startup observe that the services are not meant to be used by children under 14 ; if the company becomes cognizant of any underage drug user , they delete the datum .
How do brands benefit from it?
Cafeteria collate insights from teens and puts them into a splashboard called Albums , organize by family . These Albums have insights with deed of conveyance like “ Edikted , Zara , Adidas and Skims are break through as brands that adolescent girls want to stress next ” and “ On average , teens say $ 314 is what they would pay to see their favorite creative person . ”
The inauguration has a canonical $ 5,000 - a - month programme for brands to approach lifestyle Album sixth sense and also expect at cohort rival brainwave . For $ 8,000 a month , brands can create two Tables with at least eight questions across a minimum of eight users . For extra resume , sword ask to pay $ 2,500 a calendar month .
Malhotra said that Cafeteria has onboarded top make for its initial phase , but he did n’t name any of them . He remark that the company has completed over 2,200 Tables with over 50,000 insights .
The company thinks that its core strength is in roll up amorphous data point and creating insights out of it . “ We are building large language poser that put the penetration information in context . We are training dissimilar models that aid us make signified of a set of data , ” Malhotra say .
In the future , Cafeteria wants to make the brand engage well with teens and also propose a store credit rating or a share rebate . The company is also building out the electrical capacity for brands to run prompt against insight album and seek for different metrics .
