“Just the Starter”: Appetite Explains Viral Black Coffee Stunt As UK Dining App Makes SA Intro

• Appetite, a dining discovery app, officially launched in Cape Town with a bold Black Coffee lookalike stunt
• Appetite relayed how the real Black Coffee reacted to the launch campaign before the cheeky lookalike stunt went live
• The unconventional marketing move proved to be a major success for the new app, helping Appetite reach a huge achievement within just 24 hours of its launch
• Appetite co-founder Toby Green spoke to Briefly News about the dining app, revealing how the bold campaign helped put the app on South Africa’s radar

A UK-founded dining discovery app arrived in Cape Town with a prank that went viral. Appetite, co-founded by brothers Toby and James Green, launched in South Africa with a Black Coffee lookalike stunt filmed on the Cape Town promenade, and it worked beyond anyone's expectations.

Toby Green told Briefly News that the campaign was never intended to directly advertise the platform. He explained that the Black Coffee stunt was designed to entertain and create discussion about South Africa, with strangers on the promenade dancing together while people online debated whether the footage was real. These reactions, both in person and online, were exactly what Appetite aimed to generate.

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Black Coffee never knew it was coming

According to Toby, the DJ and music icon had no prior knowledge that his likeness would be used in the stunt. Green confirmed that shortly after the video went live, the team was informed that Black Coffee had seen it and given his approval. Green's philosophy?

"We are big believers in asking for forgiveness rather than permission."

Choosing Black Coffee was a deliberate creative decision. Green said it would have been easy to use a globally recognisable figure with no ties to the country, but the response confirmed that South Africans respond to local authenticity.

"South Africans are incredibly proud of their country, their culture and their people."

Within just 24 hours of launching in South Africa, Appetite had already made its way into the country’s top 10 most-downloaded apps. The platform also attracted thousands of new users, driven largely by the viral video that barely explained what the app actually does.

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Appetite aims to be the first stop for foodies

According to the website, Appetite is a dining discovery app that helps users find restaurants through recommendations from friends and fellow foodies. Users can discover new spots, plan meals, save favourites, share recommendations, track dining experiences and find exclusive places to eat, all on the app.

Appetite sees itself as a market leader, with its rapid growth in the UK reflecting the company’s ambitious approach. Its focus is on making the process of deciding where to go out easier and more enjoyable, while continuing to grow its presence. The company’s ultimate goal is to become the first place people turn to when deciding food locations.

“When someone asks, ‘Were should we go out,’ Appetite becomes the first place they look.”

What makes Appetite different and why Cape Town?

Appetite positions itself as a recommendation platform built on trust. While Google surfaces what is nearby and TikTok shows what is trending, Green argues that Appetite tells users where they will actually want to go, based on suggestions from people they already know and trust.

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Active users earn Appetite credits, which unlock real-world experiences. These have included full takeovers at Oranjezicht Market and exclusive supper clubs with chefs such as Ollie Swart.

Cape Town was chosen for Appetite's launch partly because of its dining culture, which Green described as arguably among the best in the world, and partly because of the city's strong sense of community. Appetite had already built communities in the UK and saw a natural fit in a city where going out is part of daily social life.

As for what comes next, the team is playing their cards close to their chests. Green said:

"Black Coffee was just the starter. We've got plenty more on the menu."

More Briefly News stories on dining

• A UK tourist was left baffled after discovering Woolworths stores thriving in South Africa despite the retailer closing its UK stores years ago, sparking reactions online.
• A South African customer refused to pay a dining fee at a restaurant, questioning whether the charge was legal and prompting debate over tipping and additional fees.
• A South African student impressed social media after scoring a budget-friendly R9 meal during Mampara Week, with the clever bargain catching Mzansi’s attention.

Proofreading by Kelly Lippke, copy editor at Briefly.co.za.

Source: Briefly News