Hinge’s Sweet Start: CEO Admits to Bribing Students with KitKats to Launch $400 Million Business
In an intriguing behind-the-scenes moment that reflects both ambition and originality, Hinge CEO Justin McLeod recently revealed an unconventional strategy that helped kickstart the dating app’s meteoric rise to a $400 million-a-year empire. In a candid discussion, McLeod shared how he resorted to bribing students with KitKat bars to gain traction for his burgeoning business.
When Hinge was just a fledgling concept, McLeod knew he needed to create buzz and engage potential users in a crowded market. His solution? Tempting students with the irresistible allure of chocolate. This playful tactic is a testament to his innovative approach to community-building, illustrating that sometimes, success can come from the most unexpected sources.
While KitKats may seem like a humorous incentive, it highlights McLeod’s commitment to understanding his target demographic. By appealing to college students—often the earliest adopters of digital trends—he was able to cultivate a devoted user base and gather invaluable feedback that would help shape the app.
Today, Hinge stands as one of the leading platforms in the dating app arena, earning a staggering $400 million annually and redefining how people connect in the digital age. McLeod’s story serves as a reminder that with a little creativity—and a few sweets—entrepreneurs can turn ambitious ideas into successful ventures. So, the next time you reach for a KitKat, consider the power it once had in shaping a leading name in online dating.
