Dogfooding refers companies using their own software. According to Wikipedia,
In 1988, Microsoft manager Paul Maritz sent Brian Valentine, test manager for Microsoft LAN Manager, an email titled “Eating our own Dogfood”, challenging him to increase internal usage of the company’s product. From there, the usage of the term spread through the company.
Dogfooding is a great idea, but it’s no substitute for usability testing. I get the impression that some products, if they’re tested at all, are tested by developers intimately familiar with how they’re intended to be used.
If your company is developing consumer software, it’s not dogfooding if just the developers use it. It’s dogfooding when people in sales and accounting use it. But that’s still no substitute for getting people outside the company to use it.
Dogfooding doesn’t just apply to software development. Whenever I buy something with inscrutable assembly instructions, I wonder why the manufacturer didn’t pay a couple people off the street to put the thing together on camera.