Foodu

The brief

The food-delivery space is cluttered and overwhelming. Foodu treats the menu like a curated visual publication — high-quality imagery over endless text — so people decide with their eyes.

The problem

Users face choice paralysis from cluttered interfaces and endless options, while the gap between kitchen and doorstep erodes both quality and retention.

What we built

We designed a 'Mood-First' visual filtering system and a card-based menu with customisable toppings and sides, plus a smart checkout that calculates dynamic geospatial delivery fees and real-time fleet tracking via Google Maps.

• Card-based visual menu with customisable add-ons
• 'Mood-first' visual discovery
• Dynamic geospatial delivery-fee engine
• Real-time fleet tracking (Google Maps)
• Automated add-on suggestions to lift order value

What changed

Foodu hit a 28-minute average delivery time in the city centre, 40% higher cart values from intelligent add-ons, and zero downtime through peak Friday-night traffic.