Future Foods/Poker
Future Foods
Divisão de marcas virtuais da City Storage Systems (CSS), holding fundada por Travis Kalanick (cofundador do Uber) e controladora da CloudKitchens, Future Foods e Otter. A FF é especializada em criar marcas exclusivas para apps de delivery, que ajudam restaurantes a gerar novas receitas aproveitando a estrutura que já possuem. Cada marca nasce pronta para o digital com identidade visual, cardápio, fotografia e marketing otimizados por dados e é adaptada para performar em diferentes países e culturas.
FUTURE FOODS + BRANDS
Special projects with consumer brands
I led a series of special projects developed by Future Foods for major consumer brands, such as Poker beer (AB InBev – Colombia), looking to enter the virtual brand ecosystem. The goal wasn’t to operate restaurants, but to turn brand equity into delivery-based experiences, connecting purpose, product, and consumption in new contexts. Future Foods translated each partner brand’s universe and values into real, fully digital food experiences, brought to life through major delivery apps.
These projects pursued different objectives, such as:
increasing brand awareness;
generating new delivery-driven revenue;
creating tangible brand experiences (e.g., food made to pair with Poker);
testing new products or distribution models.
FUTURE FOODS + POKER (AB InBev)
The first restaurant designed for the pre-party moment “El Parche.”
A project developed by Future Foods in partnership with Poker beer (AB InBev).
A local cultural insight inspired it: in Colombia, “El Parche”, the gathering with friends before a party or social occasion, always involves beer, but rarely finds relevant food options in delivery, relying primarily on pizza or fast food. The project created Poker’s first virtual restaurant, fully dedicated to food made for “El Parche”, designed to pair with the beer and amplify the pre-party experience.
