Cloud-kitchen app · 2025
Forkful
The brief
Forkful runs a network of delivery-only kitchens with food good enough to build a cult around. The problem was everything between someone being hungry and someone ordering. The app had installs but no story, the social channels were a graveyard of plated photos, and paid spend was buying installs that never turned into a second order. They needed a funnel that actually moved people from curious to hungry to loyal.
The thinking
Food marketing defaults to making the food look good. But nobody orders because a photo is pretty — they order because they're hungry now and a brand made the choice easy. We reframed Forkful's content around moments, not menus: the 11pm work crunch, the lazy Sunday, the group order nobody wants to organise. Each kitchen became a character with a reason to exist in your day. The funnel stopped selling dishes and started solving 'what do we eat', which is the only question that ever drives an order.
The work
The result
They understood that we sell decisions, not dishes. Our funnel finally makes sense — and it's full.
Next project
Trusted by clients, unknown to everyone else.