We are making it easy for users to discover and share the best experiences around them. We are doing this by making recommendations simple and concise. http://blog.justreco.com/2012/04/kiss-principle.html
We have started off with just the food vertical and plan to extend it to travel, books etc. Our belief is that the review system in products like Yelp is broken.
Nobody likes to write lengthy reviews and nobody wants to read them.
We are fixing it by making recommendations social and fun.