Coming this summer from Kraft, Shop King, the blockbuster apps sequel to the ifood assistant. Kaczmarek promises it's going to be the next big thing in food apps. But what is it exactly? On whether to
app or not to app, Kaczmarek's takeaway is that an app should be an integral part of an integrated marketing campaign, but prepared to get into the software business if you're building an app for one
of the "hero" platforms like the iPhone or BlackBerry as opposed to the mobile Web--but don't ignore the mobile Web either.
