Brand Tone

Casual, Indulgent, and Convenience-Focused

Brand Values

• •Quality & Flavor
• •Convenience
• •Variety

Best Practices

• •Unify the Brand Voice: Decide whether you are 'gourmet pockets' or a product of 'Guru'. All copy, from social media bios to menu descriptions, should be consistent. A strong brand voice acts as a filter for all strategic and marketing decisions.
• •Focus on the 'Why': Don't just list ingredients. Describe the feeling and benefit. Instead of 'Chicken, peppers, onions,' write 'Savor the sizzle of our vibrant chicken fajita pocket that transports you to the heart of Mexico.'
• •Use a Clear Call-to-Action (CTA): Every piece of copy should guide the customer on what to do next. Use clear, urgent CTAs like 'Order Now,' 'Discover the Menu,' 'Treat Yourself Today,' or 'Swipe Up to Order.'
• •Embrace Visual Language: Use descriptive, sensory words that help customers imagine the taste and texture of the food. Words like 'zesty,' 'creamy,' 'hearty,' 'crispy,' and 'juicy' are powerful tools for food copywriting.
• •Engage and Interact: Ask questions in your captions, run polls, and respond to every comment. Building a community, even a small one, fosters loyalty and turns customers into fans who feel connected to the brand.

Social Perception

The public perception of 'gourmet pockets' is narrow, primarily shaped by its presence on Instagram and delivery apps, leading to low awareness. It is often perceived more as a menu item from the 'Guru' kitchen rather than a distinct brand, though it is recognized as a modern, convenient food option tailored to the urban lifestyle of Dubai.

Copy Examples

• •Deadline looming? Don't settle for a sad desk lunch. Your delicious, hassle-free lunch is just a tap away. Get a warm Pulled Beef Gourmet Pocket delivered straight to your office. Fuel your productivity. Order on Deliveroo now!
• •This isn't just a sandwich. It's a pocket full of happiness. Stuffed with juicy chicken fajita and sizzling peppers, our Gourmet Pockets are a flavor explosion waiting to happen. You deserve this. Treat yourself. Find us on Talabat & Deliveroo.
• •Movie night just got a gourmet upgrade. Forget boring snacks. Share a variety of our delicious Gourmet Pockets with friends and make it a night to remember. There's a flavor for everyone! Get your feast delivered.
• •We're obsessed with what's inside. From slow-cooked pulled beef to authentic falafel, every Gourmet Pocket is packed with high-quality ingredients and bold flavors. Taste the difference. Discover your new favorite meal.
• •If you could only eat one for the rest of the week, which would it be: Spicy Potato or Chicken Shawarma? Let us know in the comments! 👇 P.S. There's no wrong answer when they're this delicious. Vote with your next order!