In delivery the dish seen in the video and the one that reaches the house are two different products. The whole content strategy is about shrinking that gap, because one star reviews are born exactly there.

Film what will actually arrive

The temptation is to shoot the plate fresh from the kitchen, steam rising, side lit. What actually works is filming it as it comes out of the courier bag: in its packaging, opened on the customer's table. It lands less hard in the first second and produces far fewer complaints.

Publishing time decides everything

A food video published at half past eleven or at eight in the evening catches the decision before it is made. At four in the afternoon there is no hunger. In Argentina, with late dinners, the evening window shifts relative to other markets and needs adjusting.

Packaging, temperature and the trip

The best performing content is not the most appetising, it is the one that answers the transport doubt: sauce packed separately, a lid that stays shut, a breaded cutlet still crisp. Showing that is showing craft, and craft gets paid for.

Dark kitchens and trust

A brand with no visible premises carries a trust problem. Showing the kitchen, with the people cooking and their names, turns an invisible brand into a real business. It is the video that matters most and the one that keeps getting postponed.

Local creator, always

In this category the creator must be from the delivery city. Recognisable streets, the neighbourhood name and a local reference do more for orders than image quality. A beautiful video shot a thousand kilometres away does not sell a lunch menu in Rosario.

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Frequently asked questions

Film in the kitchen or on the table?

On the table, exactly as it arrives.

When should I publish?

Before meals, not mid afternoon.

Which doubt does the video solve?

The trip and the packaging.

Must the creator be local?

Yes, it is decisive in delivery.