Every shop puts its impulse buys at the till, not the front door. Food apps never did. Crave drops shoppable food clips and a one-tap trade-up into checkout, so you see it and want it right as you pay. Walk the order and watch the basket climb.
You came for a coffee and a burger. The add-ons weren't pushed at you in a menu. You saw them, and you wanted them. That's the whole mechanic.
Before a single add-on or trade-up, the first ~23% is pure presentation: the same coffee and burger, just named, sourced and guaranteed to feel worth more.
Crave pulls two levers right at checkout: trade up what you've already chosen, and add what you suddenly want. Four independent reasons the engine works:
Food cravings are driven mostly by vision. Watching a dish lights up reward and visual regions of the brain and prepares the body to eat. A photo on a menu is flat; a moving, sizzling clip is the real cue.
43% of Gen Z start product searches on TikTok over Google, ~71% of TikTok shoppers buy from things they stumble across in-feed, and 1 in 2 users have made a $100+ impulse buy from short video. The format owns impulse.
Upselling and cross-selling at the basket lift order value by 10–30% on their own. Crave is that lever, running on the format people can't stop watching: the supermarket sweets-at-the-till, made shoppable.
Uber Eats launched a TikTok-style video feed in 2024 and said users became "much more confident trying new dishes." DoorDash followed in 2025. The mechanic is proven. They just parked it in discovery, not checkout.
Uber proved short-form video sells food, but parked it in discovery. Crave drops it at the till, where impulse actually converts, and runs two levers: trade up, or add.
Independent concept for a TETR College challenge. Not affiliated with, endorsed by, or using the trademarks of Uber Eats. Dishes, handles, prices and figures are illustrative placeholders.