All Day Kitchens
Virtual Kitchens came to us for help in enabling great restaurants’ transition into a delivery-first future. Together we crafted a category story positioning them as the world’s first Distributed Restaurant Platform. We then rebuilt their brand from the ground up, including a new logo, brand, website—and a name that matched the swagger of their hardworking, restaurant-first platform: All Day.
We began our strategy engagement by interviewing the founders and key stakeholders. And through our conversations, we uncovered a central challenge: That while they’d spent two years building a new kind of platform that went above and beyond a ghost kitchen’s capabilities, they were still commonly associated with that category.
That led us to writing a category story which carved out a new space for them, one that could teach the market how to understand their offering as distinct from ghost kitchens. Our story introduced a new protagonist—the local “Distributed Restaurant” that used All Day’s platform to expand their delivery reach without signing a lease.
We then used that story to guide every piece of communication. We renamed the company “All Day” based on a back-of-house restaurant term that means “complete.” The name carried a lot of weight with their target demographic to show they were on their side, while also suggesting that restaurants who aren't using All Day’s distributed model are only reaching a fraction of their potential.
From there, we created a visual identity system that brought the strategy to life in a way that would speak to restaurant owners, and then used it to create a new website.
Upon launching their new category, All Day raised $20 million in series B funding, bringing the company’s total funding to $37.5 million.