Behaviour 3 min read 13 June 2026 Updated 8 September 2026

Nobody recommends an app to a friend by describing a percentage. They describe a place, a dish and a price that seemed too good — and the app is a detail in the story.

That means the brand cannot be the hero of the transaction. The merchant has to be. Our job is to make a kitchen look like a find, not to make Forsa look clever.

The best possible outcome is somebody saying "there’s a bakery in Weibdeh" and only mentioning us when asked how.

It also explains why our listings foreground the merchant name and the food rather than the mechanic. The mechanic is our problem. The dinner is theirs.

word of mouth merchant first brand positioning referrals restaurant discovery

Written by the Forsa team, Amman. Read next→