Browsing on mainstream food-delivery apps returns thousands of results. Poor quality control. Unfair algorithms. High services fees (35% of all sales!).
Foodstuff started off in Cambridge. They had a functional brand and website that was working for a small-scale local outfit, but the founders needed a rework to scale up and help carry their message to more cities across the UK.
I facilitated a series of brand strategy workshops, working closely with the two founders. The guys were passionate about creating a level playing field for local independent restaurants - championing the little guy. They cared about good ethics, quality food, and being eco-friendly.
The Foodstuff team are youthful, energetic, food-lovers. Sticking it to the big man. Their team of eco-friendly riders are avid cyclists making a living doing what they love. Think biker gang, but on fixies, with morals. The brand had to represent the culture. A brand everyone would be proud to be a part of.
These guys had a strong message and weren't afraid to be a rebellious challenger brand.
Championing the little guy.
Foodstuff fiercely supports the restaurants they represent. I felt the messaging and web experience should major on this. The team genuinely makes the effort to build strong relationships with the restaurant owners and helps them grow their businesses.
I was keen for consumers to feel like they are visiting a storefront for the restaurant instead of a site where you are buying from Foodstuff. I added a 'Our story' page and used the restaurant's name and branding as much as possible. Loud and proud. Photography of dishes (#foodporn) takes centre stage.
"Ralph has revolutionised both our brand and online presence. Through a series of workshops and iterative feedback sessions, Ralph distilled our core values and direction as a business. This translated into a new brand that oozes Foodstuff and a website that has really helped us stand out in a crowded industry. Be more like Ralph. "
James Perry, Foodstuff, Founder.
LOCATION - LONDON
® 1986 - 2021