Who?
Michael Radley and Jamie Frew co-founded Nibble in 2020.
Why?
In 2015 Radley, a ‘passionate foodie’, started an Instagram account reviewing the London restaurants he loved. PR agencies and restaurants started asking him to collaborate with them but managing where to go and when became a nightmare. He teamed up with friend Frew to solve the problem.
What?
Nibble now connects hospitality brands with micro-influencers specialising in food & drink and lifestyle. The app matches brands with the right influencers based on style, location and audience. It is designed to simplify the booking and communication process and turn influencer marketing into a measurable channel.
How?
Nibble’s built-in reporting helps restaurants, pubs and bars track and measure the impact of their influencer campaigns. Pre-launch, the app has over 350 influencers signed up in London with a combined following of 3.7 million. Inamo, Brindisa, Smashing Plates, Tequila Mockingbird & Ballie Ballerson are some of the first early adopter brands taking advantage of the platform.
Where?
Nibble is based in London. A second launch is planned for Leeds at the end of October.
They say:
Radley: “Businesses are paying Deliveroo and Uber Eats around 35p per menu view. Meta ads are the same. But hospitality brands can reach a niche, hyper-local audience through micro-influencers for just 0.01p per impression. So it’s time to consider influencer marketing as a serious channel if you’re not doing so already.”
Frew: “We’ve been overwhelmed with the results we’ve seen so far and we thank all of our customers, partners and advisors for getting us to this point.”
Launching: DocMatch – AI tech to recover valuable business time