In late 2019, Abel Mengistu and his co-founder Alex Greaves did what two ex-Google engineers with entrepreneurial ambitions tend to do: they tried to build an app. The app was called Taste Inc. - a restaurant recommendation platform. It didn't work out. Within a year, they shut it down.
The failure wasn't about the idea. It was about the plumbing. "We spent far too much time trying to build what should have been a relatively simple app on top of a lot of backend complexity," Mengistu later reflected. A restaurant recommendation app, something that should be a few weeks of work, had consumed months of engineering effort from two senior Google engineers. If this was hard for them, it was brutal for everyone else.
That frustration crystallized into a question: what if building an app were as fast as the idea behind it? FlutterFlow was founded in October 2020, and that question became its product.