A Table: Brand & Digital Strategy for Meal Delivery Service in the USA
- Client: A Table
- Location: Dallas, Texas
- Industry: Meal Delivery Service
- Scope: Brand Strategy, Digital & Content Strategy
The Starting Point
A Table began as a boutique meal delivery brand serving a tight-knit Dallas community. Founded by a passionate home chef, the business grew organically through women’s networks and word of mouth. But as demand increased, so did the need for a clearer brand identity and a more purposeful digital presence.
The founder had a powerful story, but it wasn’t yet at the forefront of the brand. The content leaned heavily on food visuals, missing the deeper cultural and personal narratives that made A Table special. The challenge wasn’t about visibility – it was about meaning.
Our Approach
Coana partnered with A Table to develop the brand & digital strategy, shaping its story around a founder-led, mission-driven platform rooted in food, culture, and connection.
- Founder Storytelling
We brought the founder’s voice to the center – highlighting her journey, the origins of the meals, and the values behind the brand. - Women-Led Brand Positioning
A Table was repositioned as more than a meal service — it became a women-led culinary platform, aligning with like-minded businesses, community leaders, and cultural collaborators. - Content Strategy with Purpose
We shifted from static food images to storytelling-driven content. From behind-the-scenes glimpses to educational posts about ingredients, every piece reinforced brand values and created emotional connection.
- Social Media Realignment
We created a content roadmap for Instagram that balanced visual appeal with storytelling, turning A Table’s feed into a community hub.
By grounding the brand in storytelling and community, A Table became a platform for women-led entrepreneurship, cultural connection, and food with meaning.
The Impact
- A clear and confident brand identity rooted in personal story and cultural purpose.
- Increased engagement and visibility through founder-led content.
- Expanded reach through collaborations with other brands and cultural partners.
- A shift from product to platform – from meal delivery to community.
