Sorted Food

Sorted Food is 6 friends who are using the power of cookery to have fun and bring in an audience who view food creation not that seriously.

I thought it was like if Dude Perfect were Chefs.

The format/ idea seems to be hitting its mark. They have:

• a Youtube channel with 2.8 million subs
• 2k videos
• over a combined billion views
• videos are reaching between 300k-4 million views

The videos are fun and entertaining with some education as well. The Poker Face theme videos is a good idea.

The group dynamic is fun and that is what brings you in.

Then we have the separate, away from Youtube stuff:

• Insta account with 347k followers
• TikTok with 84k followers (have to admit the link is broken from Youtube)
• X- 183k followers
• A website to consolidate everything which seems nice and organized
• they were/ might be/ could be doing something with Netflix?
• SideKick- their app for grocery shopping, making lists for recipes without having waste
• Live Events
• Shows that you can go and see hosted in their own studio
• A store
  

So Sorted Food is doing pretty well right?

Yes it is.

Obviously we have no idea of numbers and what is working financially and what brings in the most traffic/ audience contact/ audience conversion. So we are just giving out ideas here, they might work, they might not. Or better still, they might generate ideas for you.

Clearly the formula that they are using is working. And like any ensemble, tweak against it to your own detriment.

But when you have a look around you see some things which seem missing. Like, I wonder why that is or isn't there. Things just appear. And it is those things that we will discuss today.

What can Sorted Food do to earn more or to get bigger?

• The videos. Now I am pretty sure you are aware of what is working, but a quick glace suggests that people like the group work, the fun stuff. Creating just recipes doesn't seem to be gelling well with the Youtube audience. However, checking out odd gadgets, random hacks, "normals and chefs" reviewing gadgets, group fun projects (like Poker Face) all seem to do well with the audience. Now this is probably bringing in the fun and entertainment aspect of what people are looking for- with a touch of education. But recipes could be given a twist with offering Normals Vs Chefs. Or kids try out the recipes. Just recipes doesn't seem to be a Sorted Food idea. So probably run things through the Sorted Food lens. Thats if you are going down this route. Youtube may be giving the views but not the conversions to what you now want in your business

• SideKick. This seems to be a good idea. Haven't used it. But we find that a few people have. One cool review/ testimonial was found on Sorted Food X.com account, but can you use that on your promotional page? The page is filled with text from people but little in the way of what people have created using the app. A nice idea would be to get people to send in what they have created- maybe through Insta. This would increase the trust and also figure out more what can be done. It is also odd that it is called SideKick and yet is referred in most of the pages and links to the "App". If you are concerned about people not knowing what it is called then how about SideKick App? You are trying to build out the SideKick brand that is also an income generator so it would be wise to spend some time on its advertisement. A way is to show a benefit like try and figure out how much people would save with SideKick. With grocery prices high recently and you have to pay for SideKick then saving money would probably be an asset. Oh. How about a video of someone using SideKick maybe before and after- looking up what they can create, finding it, creating it and showing it? It just seems to need video. Sure there is a video link in the title- if you look you can find it. But why not where people can actually see the Youtube video on the sales page itself. Also have more than 1 video.
  

• The Shop. Now this could be long. But when you have a look at the shop you notice Tshirts, mugs, a photo course (have no idea why this is there and it is oddly distracting). But...no kitchen utensils! I found this odd. So I looked around, clicked on every link and no kitcheny stuff. The shop is very sparse. Why not your own private label tools or kitchen power tools? Focus on one and then go outward from this. Remember the Ninja Blender? Now they have tons of items. Or how about affiliate with some of the products that you recommend and use all the time?
  
• The Shop 2. At the top of the screen- header section there is Gin. Gin? If Gin is the route you want to take then why do I get sent to a different website? But that is all the info on Gin. How about have videos on Gin, taste tests, hammer home the promotion of your Gin. People are buying it, but it is also mixed in with other Gin products that are not affiliated with you. Is there a Gin line? Also why Gin? And maybe could there be a Sorted Food tonic as well? The distillery is a "green farm" so why not hype that up in your product description? You dont have to mention the farm but where it is distilled (hence why your own sales page and not a page on their website). People want to know the environmental factors that make up their purchases- especially in food. Ask Richard Hammond of Top Gear and Grand Tour fame- he is a notable Gin drinker. Might generate more audience.
  
• The Shop 3. Wine, again at the top of the screen. Nicely related, but is this a wine club? Is the tasting at certain times of the day for worldwide viewers or is it just UK? And surely the idea of a private label wine would be an idea. One for cooking, one for certain meats and food types? Just noticed that the Online Wine Tasting Club is part of this. Sure cool idea, but again you are moving away from your own products to someone else. Unless affiliate related, but can't they private label for you and you do the tasting? Again a video might be a better medium to explain what is going on- or a clip of one of the wine tasting
  
• The Shop 4. You could probably build out more courses. Like food gifts- unsure if this is a community package as it states "You'll learn alongside a small group of like-minded members of the awesome Sorted Food community". Also Video would work much better than still pictures taken from the video. Can't there be a follow up video, like making floral food baskets, chocolate treats? Again, get rid of the photography course (more than likely this is one of the highest selling courses) but it doesn't fit. The Dough course sounds OK. Video trailer again required. And why aren't you selling kits for future sales like artisan flour (if it can be shipped), or even pizza plates/ cutters- pizza oven or a how tos on how to make your own pizza oven?
• Newsletter. It is cool that you have one, it is hidden and it doesn't really state why people should sign up, what are the exclusives, the bonuses, how many people have signed up?

• Shop 5. Had to have a break from the shop. Now back :) Anyway, the cookbook (which has an iffy title but can understand why it is used) just looks like a cook book- recipe left page, picture of the food on the right page. Just seems bleh and not really the Sorted Food magic dust. Why not do what some people are not doing and create a PDF with video embedded within it. Or even a video course- "46 five minute meals" "Whatevers In The Fridge Meals". Why not do a video of you cooking the recipes in a pop up area and then get people to taste them? Bacon Oatmeal sounds odd but getting to see peoples reactions will build trust for the book. What happened to book 1 and 2? Its online, can't they be as ebooks? Amazon really does a simple job of this ;) Can you do a book club?
  

• Squads. Very unsure of what Sorted Squads are. According to the text, you know what they are but the text is hard to convey that information. I am thinking that it is to do with affiliate groups that people can join? You are asking people to make a difference but that can be with group meals, trialling new foods and recipes? But where would the difference be made? It must be working so why not have interviews with people who actually have done it. Again, video rather than say. YesTheory has done this, in a way, with seek discomfort and seek adventure- bringing people together to share experiences. But Squads is under Squad Goals- which I thought was Sorted Foods goals and aspirations- the future content that could be coming.
• AI. Seems slightly out there, but how about designing an AI bot to help people piece together recipes with what they have within the fridge, or it can figure out what is missing.

As always, we wish Sorted Food all the best. Check out more online reviews here, our blog for updates can be found here.

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