Bumble Brew, a cafe by day and wine bar by night, is Bumble’s last development. The dating app that requires women to make the first move will be opening a physical location in SoHo New York in fall 2019.
Bloomberg reports that this isn’t the first time Bumble has stepped out of the digital space. Two years ago the company launched Hive, a pop up store located in SoHo and Los Angeles that offered food, drinks, and seminars especially designed for women. The topics touched upon in these discussions included technology, health and relationships, and they were very successful, with the Los Angeles location remaining open for several months.
Bumble has 160 million users in 150 countries, with 40% of them located in New York. App developers call the city the place where there’s most Bumble activity, making it the ideal spot for the cafe/wine bar. Bumble Brew will be partnering up with Delicious Hospitality in order to develop food and beverages that are suited for dates, so fun foods like spaghetti and burgers are off the table.
Dating apps have received a lot of criticism due to the fact that they’ve become more of a hobby than a way of meeting potential partners, with people wasting hours of their days swiping and looking through profiles as if they were catalogues.
Bumble has stood out because it tried to eliminate the creep factor, something that’s rampant on Tinder and other apps. Still, how is a bar that’s no different than any other New York bar going to make online dating feel more “personal”? Who’s excited to go to a restaurant filled with awkward first dates?