Fooditude operates in one of the most competitive corporate catering markets in the UK.
While the business is well-positioned for mid-size, London-based organisations (100–500 employees) that value food as part of culture, wellbeing and employee experience, the market presented several challenges:
Large food delivery aggregators and generic catering platforms dominate high-volume, generic search terms.
These players benefit from brand scale, marketplace effects, and broad visibility, despite offering a fundamentally different, often transactional service.
As a result:
We built an ICP-led search strategy designed to attract higher-quality leads rather than competing on volume with large aggregators.
Extensive keyword research to identify high-intent searches used by mid-to-large size organisations seeking a long-term workplace food partner
Keyword clustering and intent mapping to align content with real buying needs, not generic catering searches
A clear content strategy that positioned Fooditude as a strategic workplace food partner, not a transactional delivery service
Optimisation of existing content to improve visibility, relevance and differentiation for ICP-aligned searches
Creation of new entry points to capture underserved, high-intent queries where aggregators and generic providers were weak
This enabled Fooditude to increase visibility where it matters most, improve lead relevance, and compete effectively without chasing low-value, aggregator-dominated keywords
Analysed hundreds of prompts across keyword clusters to understand how decision-makers ask questions in natural language
Structured content to surface clear answers, use cases and differentiation signals
Implemented a tracking framework to monitor search, visibility and AI-assisted discovery trends over time
This ensured Fooditude remained visible not just in Google, but in how modern buyers research, compare and evaluate workplace food partners across AI search engines.
Analysed hundreds of prompts across keyword clusters to understand how decision-makers ask questions in natural language
Structured content to surface clear answers, use cases and differentiation signals
Implemented a tracking framework to monitor search, visibility and AI-assisted discovery trends over time
This ensured Fooditude remained visible not just in Google, but in how modern buyers research, compare and evaluate workplace food partners across AI search engines.
First-page rankings for target keywords: achieved +500 keywords on page one of Google for ICP-aligned search clusters (e.g., workplace catering, hybrid workplace food partner, corporate catering London).
Secured the top 3 organic positions for priority commercial terms, including workplace catering companies and office catering services,s and +110 keywords.
Year-over-year (YoY) organic click growth: +78% organic clicks YoY on ICP-aligned branded and non-branded terms.
Increase in high-intent sessions: +64% YoY on pages mapped to commercial intent clusters.
Fooditude now ranks #1–#5 across priority AI-generated results for high-intent workplace catering queries, including workplace catering companies in London (#1), healthy office catering (#2), and office catering in central London (#2), reinforcing category leadership in AI-assisted search.
Engagement & lead quality: pages aligned to ICP topics show +35% average session duration and 18% bounce rate relative to site average.
Lead quality uplift: increase in relevant qualified enquiries from key buyer roles (office/facilities/people managers) by +42% YoY.
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