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We are building a virtual food service based on a smartphone and web application that enables users to choose, customize and combine a variety of food items into lunch box style meals for kids to be delivered at home or at school. We target kids aged 2-14 and their working mothers/parents. The founders are working parents of 3 young children, and owners of a nursery in Amman. They have knowledge about what kids prefer, and the challenges of being working parents while also having childcare responsibilities. That is why we want to save quality time for working mothers (and busy parents) with our app by providing meals for their kids that are customizable, fresh, clean, and trusted. Essentially, We want to provide convenience yet be of high quality, that is how we differentiate ourselves.

Our concept is similar to a virtual restaurant in that we have arrangements with a third party kitchen and delivery service that prepares food in protocol with our menu which allows us to have a large order capacity. What makes us special is that each meal comes in a creative “lunchbox” packaging, containing customized food with interesting designs and shapes that appeals to kids' tastes and satisfies them as "picky eaters". Each meal is freshly delivered on its proper time and a weekly customized meal and delivery plan can be set by the parents to ensure their kids get their meals for the whole week.