Deliveroo UAE has produced a cookbook. The idea comes from Dubai agency, ‿ and us and it is very clever. While its competitors fight over the biggest range of food or fastest delivery speeds, ‿ and us realised that unless food arrives in good condition these two things don’t matter much.
Deliveroo UAE’s beautifully crafted One-Star Cookbook, features dishes inspired by real online one-star reviews of delivery disasters. It’s “the book of dishes you won’t get with Deliveroo,” asserts the brand on the back cover of the book.
The book contains 36 unique creations made from real delivery mishaps – reinforcing how important an ingredient the delivery is for any dish. Each dish is designed to act as a vivid reminder of what Deliveroo works tirelessly to avoid – and what drives it to keep improving its customer offering.
“The insight is clear — when it comes to food delivery, the simple fact is that no matter how good the restaurant, chef, or ingredients — a dish is only as good as how it is delivered. If a dish is messed up in delivery, it’s ruined. It made us think that the delivery itself is a crucial part of the recipe,” stated Jamie Kennaway, executive creative director at ‿ and us.
“We know things can go wrong during the delivery process, as the internet full of one-star reviews shows. But Deliveroo is a company that’s always going to try harder to get it right. This is our pledge to our customers and what drives us to constantly improve, whether with driver training or customer service. Sure, we may also get it wrong sometimes, but no one is doing more to make sure our customers are happy… and this is a commitment we won’t waver from,” noted George Schempers, head of marketing at Deliveroo.
“Since Deliveroo UAE is so committed to bring dishes the best way possible, we liked the approach instead of showcasing the dishes they strive to deliver, let’s show the ones they strive not to deliver. There are tons of ways to mess a dish up in delivery – bashed, smashed, bumped, spilt, or simply delayed. From reading reviews of how dishes turned up, we gave a likely backstory how each delivery disaster came to be,” commented Fadi Yaish, founder and chief creative officer at ‿ and us agency.
“Making this book was a process, from writing and design to photography. We really wanted the book to feel like the kind of high-grade design cookbook you would want to keep around. And though it is a little tongue-in-cheek, we wanted it to be as authentic as possible. Each unique recipe was written to the level of detail of any high-end cookbook, and we then worked with world class food photographer, Magali Polverino, to bring each dish to life with a little visual magic,” Yaish added.
The book is available to order for free through https://www.onestarcookbook.com/.
Credits
Client: Deliveroo UAE
Head of Marketing: George Schempers
Agency: and_us
Chief Executive Officer & Chief Creative Officer: Fadi Yaish
Project Manager: Lama Halimeh
Project Coordinator: Lama Halimen
Executive Creative Director: Jamie Kennaway
Senior Art Director: Saymon Medeiros
Design: Ryan Atkinson, Thomas Larthe
Executive Creative Tech Director: Diogo Borges
Typesetting: Ryan Atkinson, Atkinson Co.
Copy Revisor: Lakshmy N.
Producer: Serra Chehade
Motion Graphic: Alaa Oudah
Photography: Magali Polverino
Photography Assistant: Lourdes Avellaneda
Art Direction: Pato Katz
Art Assistants: Michu Barisch/ Esteban Perera
Food Stylist: Loli Braga Menendez
Food Stylist Assistant: Agus Salatino
Studio Manager: Candela Cortes
