Folfol - Meal subscription platform

Folfol is a mobile-first subscription platform delivering curated, home-made meals to professionals. It eliminates the daily hassle of deciding what to eat, allowing users to set preferences once and receive consistent, healthy lunches at their workplace.

Targeting busy urban workers, Folfol combines menu customization, ingredient filtering, and predictable delivery into a seamless digital experience.

Prepared for

Folfol

Created

2022

Industry

Food

Project time

1 Month

Challenge

In fast-paced work environments, lunch decisions create “decision fatigue,” often leading to repetitive fast food choices or skipped meals.

In Lebanon & MENA markets, home-cooked food is available but highly fragmented, requiring manual coordination with cooks and inconsistent delivery.
Online food platforms focus on variety, not consistency or health.
Subscription meal services are rare and lack ingredient-level customization.

Results

Folfol was designed to:

Provide predictable, healthy lunches without daily decision-making.
Offer ingredient-level customization to meet dietary restrictions.
Maintain transparent pricing with subscription flexibility (weekly/monthly).
Integrate with local kitchens for cost-effective scaling.

Based on comparable subscription models

60%

reduction in decision-making time for meals

25%

higher retention rate vs. ad-hoc food delivery

40%

lower churn when offering ingredient-level customization (based on Blue Apron & HelloFresh retention studies)

Analysis

Employees

I have conducted a couple of studies and gathered information about whether the idea works or not.
apparently 8 out of 10 of the people asked preferred to have home cooked meals for lunch rather than takeouts.

The reason they don’t is because of how the system works, right now to order you have to contact a home cook and let them know your dish on a daily basis, keep up with 3rd party delivery and pay and exchange.

Kitchen owners

I ran a menu by 2 kitchens and was surprised by the engagement. Both kitchens wanted to be part of the app and were ready to start on the spot.