The Story Behind Treatly

It started with a love for tracking apps

I'm Matthew Mitten, and I've always been obsessed with tracking apps. UDisc for disc golf, Strava for runs, you get the idea. There's something satisfying about logging an experience, rating it, and watching your personal collection grow. That ritual of "I did this, it mattered, and now it's saved" is kind of addictive. And, I love seeing my friends' feeds, too.

I've always wanted to build an app, too. Not a startup or a pitch-deck-and-raise-money kind of thing. Just something I'd actually use every day. Something personal and fun.

The idea: what if Strava met your sweet tooth?

The spark came from a simple realization: I was already photographing every great coffee, boba, and pastry I tried, but the photos just disappeared into my camera roll. I'd remember having an incredible mocha somewhere in Madrid but couldn't remember the name of the shop. I'd try a new boba spot and forget what I ordered. All these little moments, gone.

I wanted what UDisc does for disc golf and Strava does for running, but for treats. A place to log what I'm drinking or eating, rate it, tag where I found it, and build a visual collection over time. Turn a casual coffee stop into an entry in my personal food history.

So I built it.

Built for me and my friends

Treatly wasn't designed in a boardroom. It was built because my friends and I wanted to share our treat discoveries with each other. When my buddy JD finds an incredible pastry, I want to know about it. When I discover the best matcha soft serve somewhere new, I want to share that, not on Instagram where it disappears into the feed, but in a dedicated space where it's part of our shared treat history.

The social feed in Treatly is inspired by Strava's activity feed. You see what your friends are eating, you like their finds, you comment on their ratings. It's turned into our own little food community and we love it. We're constantly sharing new discoveries and debating star ratings.

Built on the road

Here's the fun part: I built most of Treatly while traveling as a digital nomad. This year I've been bouncing between US cities like DC, Portland, Raleigh, Milwaukee, and Chicago, and then hopping over to Spain for Madrid, Barcelona, Granada, and Sevilla, plus Lisbon in Portugal and Tangier in Morocco. Every stop has been a treat-tracking opportunity, and my Treatly calendar has entries from all of them.

Traveling while I built the app has been the best kind of testing. If Treatly works when you just landed somewhere new and want to quickly log an amazing pastry before you forget the name of the bakery, it works everywhere. That's the experience I designed for: fast, fun, no friction.

I share the whole journey on my newsletter and Instagram. The building, the traveling, the treats. If you want to follow along, come say hi.

What makes Treatly different

Treatly isn't a calorie counter or a diet app. It's not trying to optimize your nutrition or guilt you about what you eat. It's the opposite of all that.

You snap a photo, the app removes the background to create a collectible sticker, and it lands on your calendar. Rate it, tag the location, add tasting notes if you want. Over time you build this visual diary of every treat that made you smile. Think Letterboxd for food, Strava for your sweet tooth, UDisc for dessert lovers.

The app is free with no paywalls on core features. Your data stays yours. No health tracking, no data selling, no subscriptions. Just a place to document the delicious stuff in your life.

Press kit

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Get in touch

For press inquiries, partnerships, or just to say hi, reach out through the support page or find me on Instagram. Always happy to chat about Treatly, food tracking, building apps solo, or the best mocha I've had this month.