New Recipe App Turns Lidl Into $100K MRR in Just 5 Weeks

Mise launched on June 10.

Five weeks later it had reached $100K MRR, 100K downloads, and #30 in Food & Drink in both the UK and U.S.

The growth came from taking one winning UGC format and adapting it for supermarket audiences like Lidl and Aldi until it became a repeatable content system.

On June 13, @sam.cooks.more posted:

“been cooking for 5+ years and NOW I FIND THIS.”

The Reel reached 740K views and 18K saves, giving the team a blueprint worth repeating.

@millie.eatssss ran the experiment on TikTok with “been shopping at Lidl for 8 years and NOW I FIND THIS,” posted it on June 30 and hit 1.8M views and 47.5K saves, then posted it again the next day with a light variation and hit 2.1M views and 88K saves.

This time, Lidl became the hook.

The Aldi variation followed through @carla.eatsss, who hit 3.5M views and 98.5K saves in a single video using the same supermarket hook structure.

The network is still expanding with newer accounts following the same template daily.

The first viral video found the format. The real growth came from treating it like a template instead of a one-off success.