Toronto has experienced the longest pandemic lockdown of any city in the world. As of writing this, its ban on indoor dining is at day 314. As a result, every restaurant is struggling, with overall category sales being down 16% and a recent survey showing that over 50% of owners believed they would go out of business by fall. With that, Good Fortune’s objective was to boost delivery sales and, simply put, stay alive. This all became even more challenging as every restaurant in the city flooded the mobile ordering apps. We needed to standout in the delivery space… with a $0 budget.

The pandemic disrupted millions of people’s lives as they shifted to WFH; this caused them to make home offices and expense items to work. On top of this, mobile ordering/delivery apps had rapidly become more important than ever, to people and restaurants. Our targeted response to these shifts was Receats, a sneaky way to expense your eats by hacking the very mobile apps that had become ubiquitous in our industry/lives. We renamed Good Fortune’s entire menu on Uber Eats and DoorDash as office supplies, giving people the option to expense their meals. An additional element of the idea was the fun/cheeky/potentially unethical aspect of it. We knew that if the idea could spark some form of debate (“this is awesome” vs. “this is illegal”), we could amplify our message and (non-existent) budget across social media.

Food ordering apps had become the most important mobile commerce technology within our new business model. They were the main platforms we used to get in front of potential customers, and we needed to find a way to stand out. Our competitors were all using this technology in the exact same way: the way it was designed to be used. We needed an innovative idea to hack these mobile commerce platforms, and in a way that would resonate with people stuck at home. Our research showed that record numbers of our target audience was now working from home and creating home offices. Encouraging people to expense our disguised menu allowed us to achieve our final goal: to spark some (mostly fun) debate around the campaign. By building some tension and potential controversy into the idea, we were able to gain much more traction within social algorithms.

To bring Receats to life, we renamed every single item on Good Fortune’s menu as popular office supplies. These supplies were selected to be believable in both price and purpose; burgers became Basic Steel Staplers, chicken sandwiches became Dry Erase Whiteboards, the list went on. We then uploaded the menu to the most popular mobile delivery apps: Uber Eats and DoorDash. After disguising our food, we knew people’s expenses would require paper trails, so we rejigged the receipt printing process to provide customers with real receipts for their ‘office items’ that came from GF Office Supply Co., a fictional store. Beyond sneakily changing the menus on ordering apps, the only thing we did to promote the sneaky execution was a few organic Instagram posts; introducing and explaining the idea to our existing followers. The entire campaign was executed on 2 mobile apps and a few social posts.

Receats quickly blew up and had over 300 articles written about it in at least 16 countries, accounting for an estimated 570m+ media impressions. The campaign also stirred endless threads of love, laughs and ethical debates on various social platforms. It received over 150k upvotes on Reddit, rising to the top of the r/funny subreddit (the second most popular subreddit of all with over 34m subscribers). It trended on LinkedIn and would end up featured on LinkedIn News. It went wild on TikTok with individual posts earning over 30k likes and it exploded on Twitter, earning over $225,000 worth of engagement on that one platform alone. It was even used as a business case at Canada’s top business school (Ivey). And, most importantly, it drove a 34% increase in mobile commerce sales for the restaurant to allow them to survive, and also thrive.