Forsa blog

Notes from the marketplace.

How the food we sell gets to be cheaper, what merchants actually asked us for, why a countdown changes dinner, and what 250 kitchens taught us about the end of service.

baker moving trays at closing Kitchen craft 3 min

The last hour of a bakery.

Bakeries face the sharpest version of the problem: everything they sell was best several hours ago. 09 dashboard on a laptop in a back office Data 4 min

What we measure, and what we refuse to.

A marketplace can optimise itself into something nobody wants. Choosing the metric is choosing the product. 10 merchant tapping a tablet on the pass How Forsa works 3 min

Two taps to a happy hour.

If firing a discount takes longer than plating a dish, nobody will do it at the moment it matters. 11 someone scrolling at a bus stop Behaviour 4 min

Nobody browses a supermarket for fun.

Discovery in food is not entertainment. It is a decision under mild time pressure, and design should respect that. 12 small restaurant kitchen, two cooks Partners 4 min

The single-branch problem.

Independent kitchens carry the same waste risk as chains with none of the tooling. That asymmetry is most of our opportunity. 13 notification on a lock screen Product 3 min

We send fewer notifications than we could.

Every push is a withdrawal from a small account. Spending it on the wrong drop costs more than the order is worth. 14 crates of produce at a market close Food waste 4 min

Waste is a forecasting problem.

Almost nothing is thrown away because somebody was careless. It is thrown away because demand is hard to predict. 15 neighbourhood street with small shopfronts Cities 3 min

A marketplace is built street by street.

Citywide coverage is a vanity metric. What matters is whether the feed is full in the four blocks around you. 16
Written by the Forsa team, Amman. These pieces are updated as the market moves. For day-to-day changes, follow us on Instagram and Facebook. Back to Forsa