JustCook.app

Where Cooking Meets Content

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The Problem

A disconnect between inspiration and action

Content Disconnect

Consumers are bombarded with mouth-watering food content on platforms like Instagram and TikTok but lack a way to turn that inspiration into action.

Missed Monetization

Food content creators struggle to monetize their work effectively, missing out on revenue opportunities from their engaging content.

Frustration

Users experience frustration from not being able to order or cook the dishes they see, creating a gap between content consumption and practical food solutions.

The Solution

Bridging the gap between food content and cooking

JustCook app interface

JustCook.app Concept

A hybrid platform where users can browse dynamic, portrait-oriented food content and seamlessly order meal kits to recreate the recipes at home.

🛒

Integrated Ordering

Direct linkage from engaging food videos to purchasing fully prepared meal kits.

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Creator Monetization

A new revenue stream for food content creators via affiliate sales and commissions.

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Enhanced User Experience

Combines the visual appeal of social media with the practicality of home-cooked meals.

See It In Action

Experience the JustCook.app interface

Browse Screen
Recipe Screen
Order Screen

Market Opportunity

Tapping into massive, growing trends

Global Market Size & Growth

Global Meal Kit Market

The global meal kit delivery market was valued at USD 20.54 billion in 2022 and is projected to grow at 15.3% CAGR through 2030, reaching USD 64.27 billion1.

15.3% Global CAGR 2023-2030

MENA Market Opportunity

The Middle East meal kit market is USD 432M (2024) growing at 15.7% CAGR2, while GCC food e-commerce represents USD 4.2B with 19% CAGR3.

19% GCC Food E-commerce CAGR

Content-Driven Food Discovery

Social Media Recipe Discovery

68% of consumers discover new recipes through social media platforms4, with Middle East Instagram penetration at 74% of internet users5.

68% discover recipes via social media

Growing Home Cooking Trend

54% of consumers cook more at home than before6, with 22% ordering meal kits more frequently as they seek convenience without sacrificing quality.

22% increased meal kit ordering

Our Regional Strategy

1

Dubai & UAE Launch

Target market with avg. delivery basket of AED 95 ($26)7 and strong digital food adoption

2

GCC Region Expansion

Scale to Saudi Arabia, Qatar, Kuwait leveraging similar demographics and food culture preferences

3

MENA Hub Development

Expand content-commerce model to Egypt, Jordan, Lebanon with localized cuisine and creator partnerships

Sources

  1. Grand View Research, "Meal Kit Delivery Services Market Report" (2023)
  2. Grand View Research, Middle East Market Analysis (2024)
  3. Statista Digital Market Insights, GCC Food E-commerce (2023)
  4. Hootsuite "Digital 2024" Global Overview Report
  5. DataReportal "Digital 2024" Middle East Report (Jan 2024)
  6. HUNTER Consumer Survey (2020), cited in Grand View Research
  7. Talabat Annual Report (2023)

Market Insights

Data-driven decision making

User Growth Projection

Revenue Streams

Market Awareness

User Engagement

How It Works

A seamless journey from inspiration to plate

1

Browsing

Users scroll through a feed of engaging food videos in portrait mode.

2

Exploration

Tapping a video reveals detailed recipes and meal kit information.

3

Ordering

A seamless process to order the meal kit featuring all necessary ingredients.

4

Delivery

Integrated with third-party last-mile providers ensuring efficient delivery.

5

Cooking

Step-by-step recipes guide users through the cooking process.

6

Sharing

Users can share their cooking results, creating a loop of organic content generation.

Our Technology

Built with modern, scalable technologies

Powered by cutting-edge technologies

Frontend

React React Native
TypeScript TypeScript
Tailwind CSS Tailwind CSS

Backend

Node.js Node.js
GraphQL GraphQL
PostgreSQL PostgreSQL

Infrastructure

AWS AWS
Docker Docker
Kubernetes Kubernetes

Technical Architecture

Scalable, secure, and efficient by design

Client Layer

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Mobile App
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Web App

API Layer

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GraphQL API
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Auth Service

Service Layer

🍽️
Recipe Service
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Order Service
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User Service

Data Layer

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PostgreSQL
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Redis Cache
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S3 Storage

Microservices Architecture

Independently scalable services for better resilience and development velocity

Real-time Data Processing

Event-driven architecture enables instant updates and notifications

Global CDN Distribution

Content delivery network ensures fast loading times worldwide

Performance Metrics

Built for speed and reliability

Our platform is optimized for speed and efficiency at every level. Here's how we measure up:

0%

Uptime

Enterprise-grade reliability with redundant systems and automatic failover

0s

API Response Time

Lightning-fast backend processing with optimized database queries

0s

App Load Time

Optimized assets and code splitting for rapid initial load

Frontend Optimizations

  • Lazy loading of images and components
  • Efficient state management with Redux Toolkit
  • Memoized components to prevent unnecessary re-renders
  • Service worker for offline capabilities

Backend Optimizations

  • Distributed caching with Redis
  • Database query optimization and indexing
  • Horizontal scaling with containerized microservices
  • CDN integration for static assets

Our Team

Experienced professionals with a passion for food and technology

Ashley Lane

Ashley Lane

Co-Founder & CEO

A veteran food entrepreneur and technologist Ashley founded JustCook in 2014, pioneering the meal kit concept in the Middle East.

CTO

Jordan Lane

Co-Founder & CTO

With 15+ years in software development, our CTO specializes in building scalable consumer applications.

De-Risking Your Investment

11 years of proven business success

Business History

Est. 2014 with over 250,000 meals delivered and hundreds of catering events for long-term corporate clients.

250k+ Meals Delivered
100s Catering Events

Physical Assets

Leased 6,500 sqft warehouse in Dubai Investment Park 2 with fully fitted commercial kitchen and professional media studio.

6,500 sqft Facility
135k AED Annual Rent

Financial Position

Current operation is slightly below break-even with monthly revenues of ~55,000 AED against operational costs of ~60,000 AED.

~55k AED Monthly Revenue
~60k AED Burn Rate

Growth & Expansion Potential

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Franchise Model

Ready-to-scale business model with proven operations and established client base across the UAE.

Ready to Launch
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Proprietary SaaS Platform

Fully developed and operational software system for meal planning and delivery businesses.

Already Built
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Market Expansion

Established UAE presence with infrastructure in place for regional growth across the GCC.

Positioned for Growth

Get In Touch

Join us in revolutionizing home cooking

Contact Details

Investment Opportunity

We are raising $350,000 in seed funding to fuel the next 18 months of development and growth. This investment will:

  • Stabilize our current operations
  • Fund the full market rollout of JustCook.app
  • Expand our user acquisition channels

Investor Benefits: Early-stage equity stake with projected 4-5x ROI within 3 years..

📊 Financial Model