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Hybrid social networks help users connect online, meet up offline

Internet start-ups such as Meetup and Grubwithus facilitate dinners, bar-hopping, bowling or biking excursions so strangers with similar interests can hang out in the real world.

November 08, 2012|By Andrea Chang, Los Angeles Times
  • Grubwithus developer Sean Reilly, in foreground, chats with Esther Han while hosting a brunch last month at Joe's Restaurant in Venice. Such gatherings of people with similar interests, set up by websites, are part of a growing trend.
Grubwithus developer Sean Reilly, in foreground, chats with Esther Han… (Lawrence K. Ho, Los Angeles…)

Not too long ago, friending someone involved more than just clicking a button on Facebook.

So in a retro twist to social networking, a wave of Web start-ups are encouraging users to get off their couches, away from their smartphones and tablets, and back into the real world.

"We have an internal tagline: Use the Internet to get off the Internet," said Kathryn Fink, community manager at Meetup, an online-to-offline start-up with 11 million members.

Hybrid social networks are connecting strangers with similar interests online, then directing them to meet in person for dinners, bar-hopping, bowling or biking excursions. Unlike dating or networking sites, these start-ups are focused simply on helping users make new friends and hang out face to face. If a hookup or job interview results — well, that's just an added bonus.

On the sites, users create a free profile of themselves with basic information and a photo, and search for get-togethers that interest them. Before meeting face to face, people can post questions, offer parking or traffic tips and suggest topics to talk about. Events that cost money are usually paid for in advance online.

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The sites are doing especially well among twenty- and thirtysomethings in big cities, where finding new people to hang out with can be challenging.

"When you're in college, friends are basically thrown at you," said Greg Self, 22, an assistant at a film production company. "You get off the bus, you step on campus, and everyone is in the same situation as you and it's super easy."

But that wasn't the case after Self moved to L.A. from Virginia earlier this year. He searched online for ways to meet new people and came across Grubwithus, a Venice start-up that enables users to create and attend group meals.

Grubwithus meals are hosted at restaurants and typically bring together six to 10 people who have never met each other. Everyone pays in advance for their meal on the Grubwithus site — the start-up generally takes a 20% to 30% cut of each transaction — so there's no mulling over the menu or bickering over the tab.

In L.A., there have been Grubwithus meals geared toward traveling enthusiasts, vegans, Clippers fans and music aficionados. A recent dinner at the Venice Ale House was devoted to people who love beer and the television show "Arrested Development."

Grubwithus has tripled its user base since the beginning of the year, with meal reservations growing 15% month over month; the company has more than 80,000 subscribers. It launched out of start-up accelerator program Y Combinator and has raised $7.6 million in financing from investors including Ashton Kutcher and venture capital firm Andreessen Horowitz.

Since February, Self has attended nine Grubwithus meals and said he has made a handful of friends from the dinners.

"It's definitely added to my experience in this city," he said, though he added that some "can be hit or miss."

"I've been to ones before where you're sitting in between two people who are not really talking at all, or are not very interesting," he said. "And you're like, well, at least the food's good."

Grubwithus Chief Executive Eddy Lu said users like such online-offline sites because they provide a safe way for people to meet — members identify themselves through their profiles and get the chance to communicate with one another online before meeting at a business or other public place. That way, he said, intentions are clear from the start.

"If you talk to a girl at a bar, she thinks you're hitting on her; if you talk to a guy at a bar, he thinks you're hitting on him. It doesn't work," said Lu, who co-founded Grubwithus after graduating from UC Berkeley and having trouble finding new buddies when he moved to Chicago.

What seemed to work best, he realized, was house parties where people got to know friends of friends over a casual dinner. He set out to re-create that experience at restaurants, with the focus on fostering "low-pressure hangouts."

The hybrid social networks aren't just for the friendless. Many members of Meetup, an online community for groups to organize in-person outings, are using the site to supplement their core social circles, Fink said. In Southern California, Meetup has groups dedicated to art and museum enthusiasts, runners, Korean moms and young L.A. Eastsiders, among others.

"You might have a fantastic social circle with friends and family and co-workers, but if they're not into hiking and you love it, what do you do?" Fink said.

Still, some of the start-ups have been slow to get off the ground.

After receiving $5 million in funding in the spring, Lifecrowd, an experience marketplace for in-person group activities such as kickball and kayaking, went offline a few weeks ago. Chief Executive Bong Koh declined to comment on the start-up's progress; on its website, the Los Angeles company promises to "be back soon with an even better Lifecrowd."

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