Plays the moment you land here. 9:16 vertical, sound-on by default — built to drop directly into TikTok, Reels, Shorts and the in-app feed. Tap the speaker icon in the player to unmute.
/marketing/nihari/photos/cow.jpg & /marketing/nihari/photos/dish.jpg.
The EatCookJoy app uses photo-recognition, a 16,848-recipe vault and a vetted UAE chef marketplace. The mindtree below is the entire customer journey on one page.
Three ways to start — pick whichever feels right.
Last week at a restaurant a dish blew your mind. Open the app, snap the photo — AI identifies it from our 16,848-recipe library.
Nihari. Haleem. Beef stroganoff. Type the name. Browse halal-by-default cuisines across 18 traditions.
Share the recipe from your mum's kitchen — we match it to a chef who specialises in that region.
30 seconds. Goal, family size, budget, halal/allergens.
Best-Match score per chef. Allergen-filtered menu, confirmed by you.
Fresh ingredients, not pre-packed. Cost transparent on the booking screen.
Your family enjoys. The chef cleans the kitchen before leaving.
Post a photo. One-tap re-book. The chef earns a higher tier.
The app borrows the best of snellito.ai's visual-discovery flow and pairs it with EatCookJoy's chef marketplace and 16,848-recipe vault.
At a restaurant, snap any plated dish. Our vision model identifies it, links it to a recipe, and matches a chef who cooks it.
Every dish your family loved — saved, tagged, ready to re-book. Mum's recipes, restaurant favourites, your "regulars."
Public Best-Match Score by cuisine, dietary complexity, neighbourhood and prior ratings. Vetted, halal-first, 7-Emirate coverage.
Chef brings the ingredients. Costs shown upfront, billed at receipt — no hidden markups, no half-empty pantry to deal with.
Proactive nudges 48 hours before each session. Friday dinner? Iftar prep? The app knows what's coming.
UAE's primary consumer channel. Book by chatting; the bot drafts the session and you confirm in one tap.
Every recipe carries 10 allergen tags. Kids' nut allergy? Auto-filtered. Lactose-free? Auto-substituted. Framed as care, not surveillance.
"Re-book the Nihari night with Chef Hadi." Most weekly meal-prep regulars use this within their second month.
Slow-cooked for 12 hours until the meat melts in your mouth. Rich, aromatic, and loaded with health benefits — this Mughal royal delicacy is pure magic in a bowl.
Muscle recovery — slow-cooked beef shank or lamb shin.
Joint support & glucosamine from 12 hours of bone reduction.
Ginger, garlic, turmeric, fennel — immunity boost in every spoon.
Energy, red blood cells, immune health — naturally dense.
Mughal royal breakfast — heritage you can taste.
Best enjoyed with khameeri roti, fresh ginger, cilantro and a squeeze of lime. One bite and you'll understand why generations have been obsessed.
The "taar" tradition — aged gravy carried forward for decades — creates unreplicable flavour depth. A case study in how traditional recipes can drive contemporary F&B innovation.
The hero illustration is a brand placeholder. When the food shoot is done, drop four photos into /eatcookjoy-Playbook/marketing/nihari/photos/ as hero.jpg · bowl-detail.jpg · garnish.jpg · taar.jpg — the page will pick them up automatically.
Modeled on the Snellito.ai Beef Shank with Bone Marrow recipe — the same cut, the same slow technique. This is what Chef Ayesha cooks in your kitchen.
From AED 380 · groceries included · cleans your kitchen after
An original brand avatar designed for video, app and social. Friendly, halal-first, expert. She narrates the TikToks and the Reels; she's the WhatsApp bot's profile picture.
SVG-native, so she scales clean to any post size and stays on-brand across all platforms.
Two short-form scripts, optimised for 9:16 hand-cam B-roll with Chef Ayesha as the picture-in-picture narrator. Voice tone: warm, halal-first, expert but never preachy. Phone-frame previews below show how each post will look once shot — drop the published TikTok / Reel URL into data-video-url on each frame to make them play inline.
The first live reel is already shot and shipped — see §07A above. The phone frames in this section are design mockups for the next two cuts — they preview composition, captions, branding and tone for the TikTok and Reels variants still to be shot. Once each is uploaded, paste its URL into data-video-url on the frame and the page will swap in the live embed.
Voiceover production notes — Chef Ayesha is brand-voiced, not face-on-camera. Her audio is recorded in studio (warm, low compression, slight reverb) and dropped over real chef and family B-roll. Sync logo bug bottom-left, captions top, sound-on by default.
Campaign 01 launches Nihari · 4 more weekly dishes follow in the June 2026 launch window. Each card opens a booking link on www.eatcookjoy-uae.com.
Subscribe Chef Ayesha for the full June launch month and lock in 12% off the four-session bundle.
More dishes added daily as the team scripts the next campaigns. Photography placeholders until the brand food shoot.
Three captions, three platforms.
Copy-paste ready. Same dish, three different audiences — IG/FB long form, X short and punchy, LinkedIn business-angle.
🍖 Nihari — The King of Pakistani Comfort Food 👑
One-tweet pitch
Why Nihari represents the future of heritage F&B
Each card opens the corresponding social profile. Profile handles are placeholders — replace once the channels go live.