Forsa blog
Expansion is a supply problem.
Opening a second city is not a marketing exercise. It is signing enough kitchens that the first session works.
The temptation with a working marketplace is to switch on a new city and let demand find it. What actually happens is a thin feed, a disappointed first cohort, and a reputation that takes a year to repair.
So the sequencing is inverted: sign the neighbourhood clusters first, quietly, until opening the app at seven in the evening produces genuine choice. Only then tell anybody.
A city launches when its feed is full, not when its marketing is ready.
It is a slower announcement and a faster business, because the only durable acquisition channel in this category is somebody eating well for less and mentioning it.
city expansion
supply first
partner clusters
launch sequencing
full feed
