Yummly cooks up $15M to help you choose what’s for dinner

Recipe search engine Yummly announced today that it closed a $15 million series B investment from Bauer Venture Partners. The company allows users to browse for personalized recipes and says it wants to help answer the question “What’s for dinner?”

The company, which says it has “10 million registered users and is registering more than 700 thousand new users each month,” credits its growth to a costumer retention strategy that is in effect from the moment the users access the platform.

“We are getting most traffic through referral and word of mouth. When people use [our service], it is very memorable,” Yummly’s COO and mobile lead, Brian Witlin, told VentureBeat.

He added that Yummly’s team focuses on “getting people to come back on a daily basis … while most companies focus on new customers.”

Yummly has raised at least $24 million, and some of its previous investors include Physic Ventures, Unilever Corporate Ventures, Harrison Metal Capital, First Round Capital, Intel Capital, and The Harvard Common Press.

The latest round, the company said, will allow it to expand its technology. Yummly has partnerships with DuckDuckGo and Instacart, and is looking into working with Mixpanel, and URX, Witlin told VB in an interview last month.