Ask
How can they make the 30 minute waiting period feel faster, more calm, more Orderly?
Deliverables
In app show, launch campaign including OOH, mailer, digital, social, podcast spot, and activation, media calendar.
My Role
Research, project management, timeline creation, cross-functional team lead, conflict resolution, business case, supported strategy through research.
Created an in depth timeline, handled all client communications, translated client and mentor feedback to the team, resolved disagreement with ease.
The Virtual Pregame
Background
Orderly is a food delivery app that aggregates DoorDash, UberEats and GrubHub so all options are in one place. They provide real-time ETA’s based on actual delivery performance. It updates minute by minute. Orderly ranks the fastest delivery options based on your address so you don’t have to scroll endlessly.
Research
I looked into how to get people to stay on a food delivery app after ordering. I utilized desktop research, MRI Simmons, and Library Journal resources. I looked into what people spend their time doing during meal time. I found that their social media usage has created a fear of missing out. Not just on in person events, but on everything. We wondered how far people would go to avoid the feeling of FOMO.
In the digital age where everything is on social media apps, conversations are happening that make people want to endlessly consume media. As my strategist and I continued digging, we found that millions of people make time in their schedule to watch live television events.
Sports, reality, drama, competition shows, you name it, they were watching it; and ordering food for the event.
Appointment TV occasions are specifically linked with higher rates of food delivery.
72% of people said they would rather watch tv & eat than sit around the table and talk.
50% of people order food for TV watching.
To get people to stay in the app, we had to give them something they valued. So we gave them something they valued, cultural conversation points.
Insight
People will do anything to be in on a cultural conversation, even watch live TV.
Orderly is where food moves at the speed of culture.
Content Served Hot
We developed an app extension featuring a scroll-powered algorithm that surfaces content tied to the show a user is watching.
Timed notification reminds users to order before showtime.
User selects the live show they plan to watch and places their food order.
Host-Led Content
Hosts are culturally matched to each live event category:
Sports → female sports podcaster
Reality/drama → male Gen Z pop culture commentator
Prestige drama → former female drama television actor
This ensures relevance and keeps the experience feeling native to each fandom.
Digital Campaign
Vogue and US Weekly digital magazine ads to hit our target in a non-food space.
Pause ads on Hulu, Disney+, and DIRECTV to capture streamers who also watch live TV.
Social Media Support
We can target Gen Z audiences using interactive social media posts, hype videos, and live show teasers.
60% of Instagram users are Gen Z and Millennials. Our target is also interested in the ads they see on their phones every day, according to Simmons data. Meeting this group where they are, on social media, is important to us. Social media hype video available upon request.
IRL Opportunities
Media Calendar example:
To give the Orderly team an idea of the appointment television that they will be partnering with, we created a 2026 Media Calendar for their team.
User unlocks exclusive pregame content and live chat until showtime or food arrival.
To drive adoption, we executed a multi-channel digital campaign targeting live TV enthusiasts where they already spend time.
Reddit placements on threads related to the shows featured in-app (Dancing with the Stars, Bachelor, in-season sports).
Our target also loves physical media when done well, making mailers and billboards a perfect extension to our campaign. We will place these ads strategically, on Sunset Blvd in Los Angeles near the Dancing with the Stars billboards, and in the West Village of New York City where young people are walking around every day.
Everybody Eats Fest Activation
To bring the experience into the physical world, we will host a live pregame at Everybody Eats Fest in Alameda, California — a festival that naturally blends food, fashion, music, and community.
On-site demonstration
Live dashboard showing real-time food truck wait times
Interactive pregame environment
Physical manifestation of the app’s aggregation power
The Long-Term Ecosystem
We envision a mutually beneficial partnership between television networks and the delivery platform.
Value to networks
Increased tune-in
Built-in hype engine
New surface for exclusive content
Value to the app
Premium behind-the-scenes footage
Cultural relevance during live moments
Increased order intent tied to appointment viewing
Result: a symbiotic system connecting live culture, real-time food delivery, and fan engagement.
Outcome
The client responded very positively to the concept, noting that it clearly connected food and media habits in a way that felt strategic and forward-thinking. He described the case as strong, professional, and easy to understand, and appreciated how creatively the app experience was developed.
Importantly, he recognized the business upside, calling out the concept’s potential to drive real engagement and growth by allowing users an entertaining way to stay in the app and expanding the brand into a more immersive ecosystem.
He emphasized that the idea felt fresh, relevant, and distinctly on brand while still introducing a new perspective. He saw particular promise in the live show concept and the positioning around live culture and real-time delivery, and praised the art direction and modern-vintage aesthetic for feeling cohesive with the brand’s palette and tone.
Elise Tanenbaum - Creative Brand Manager
John Romanelli - Strategist
Kristina Murray - Art Director
Josef Pellegrini - Copywriter
Gabby Reed-Carlock - Experience Designer
