India's first employer-sponsored breakfast subscription. Meals, beverages, and a full office pantry.
"Outpost is not a cloud kitchen. Outpost is a distribution network that happens to make food."Positioning principle
Aggregators
Centralised demand.
One app, thousands of kitchens. Platform takes 25-35% commission. You're renting their audience.
Outpost Direct
Centralised supply.
One kitchen, hundreds of office locations. We own the margin. Breakfast is the perfect meal for this: one time slot, one route, predictable demand.
The unlock
3+ orders = viable.
Three orders to a fixed location makes delivery economics work. Every location we add makes the network stronger.
Brand Personality
Energetic and approachable. Makes the mundane feel exciting. The person everyone's glad showed up.
"This is way better than expected." Small touches that wow. The experience exceeds the promise.
Everything feels considered. You notice the quality, not the price tag. Like Apple or Aesop.
Food as team ritual. Shared meals build bonds. The table where your team starts the day.
Voice & Tone
Team Menu talks like a smart friend on WhatsApp — short sentences, observational humour, generous with emoji. We pull people in with curiosity, not pressure.
Addressing Admins
"You" for settings & config
"Your team" for food & culture
Company name for billing & invoices
Addressing Employees
First name, casual.
"Hey Priya, tomorrow's sorted 🥳"
Like a friend pinging on WhatsApp.
Word Blacklist
No corporate jargon (synergy, leverage, optimize)
No discount speak (cheap, budget, save $$$)
No health-bro (gains, shred, cheat day)
Product
Daily meals for every employee, plus a modular office pantry with a team budget. The auto-pilot F&B program that actually works.
Per-employee pricing. Always-on subscription — employees opt out, not in. System auto-decides tomorrow's menu. WhatsApp notification at 3 PM. Deadline at 6 PM.
"Build your office pantry." Weekly team budget, widget-based. Employer sets budget, Outpost plans allocation across active widgets.
Admin Experience
Top navbar, center-aligned, 860px max-width. Three tabs (Home, Meals, Pantry) plus a settings gear. Everything the employer needs. Nothing they don't.
Notifications
WhatsApp is the primary communication channel. Every notification is first-name, casual, emoji-accented. The app is for editing and exploring — WhatsApp is where the daily relationship lives.
Daily menu notification (3 PM)
Order confirmed (6 PM)
Post-meal nudge (10 AM)
Brand Family
Outpost Kitchen is the engine — never consumer-facing. Consumer products are purpose-built storefronts. All say "Powered by Outpost Kitchens" in the footer. Shared design DNA, unique personality per product.
Employer-sponsored F&B for small teams. Work email login, company wallet, auto-subscription.
Self-serve group ordering for flatmates, gym-goers, apartments. Phone login, split expenses, viral growth.
Dog food subscription. Daily fresh food, weekly treat restock. Born from three golden retrievers.
Design System
Purple as subtle accent on a warm off-white canvas. Black for primary actions. Semantic colours for status and feedback.
Display Font
Fraunces
Warm, wonky, characterful serif. Used for page titles, section headlines, and hero text. Conveys playfulness with sophistication.
Body Font
Inter
Clean, modern, highly legible sans-serif. Used for body text, UI labels, navigation, cards, and all interface elements.
Type Scale
Border Radius
Shadows
Surfaces
Buttons
Primary = black. Secondary = purple. Outline for low-emphasis. All pill-shaped.
Pills & Badges
Rounded pills for status, tags, badges, and filters. Colour encodes meaning.
UX Principles
The system runs on autopilot. You barely interact. But when you do, it's a tiny moment of joy.
Employee gets a WhatsApp link, taps it, and they're already subscribed. Everything pre-filled by admin. Magic.
Defaults are so good, most users never change them. Menu auto-decided. Subscription always on. Zero config.
The daily relationship lives on WhatsApp. The app is for editing, exploring, and configuring. Not for daily use.
One-tap emoji feedback (😍 😊 😐 😞) per dish. Fun, low friction, generates useful data. No star ratings, no surveys.
Economics
Roadmap
Landing page, signup flow, admin dashboard, employee app, wallet, WhatsApp integration.
DO assembly, platform manager workflow, Pidge logistics, WhatsApp comms, Rista kitchen triggers.
Self-serve group ordering. Phone login, micro-storefronts, split expenses, gym partnerships.