My Order Series, 2020
Celebrating the comfort of food through memory.
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Goldbelly is an online service that delivers classic dishes from iconic restaurants to homes nationwide.
Their web photography is primarily studio-style for clarity on what’s included in a shipment. For practical reasons, this photography is often repurposed on other channels.
They came to us looking for more soulful content that they could post on Instagram and other marketing platforms to thoughtfully represent the legacy restaurants they partner with and inspire audiences to order a shipment to taste for themselves.
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Inspired by real memories, this editorially-driven photo series spotlights various classic dishes from restaurants featured on Goldbelly.com. Each tableau documents a delivered dish from from a restaurant via Goldbelly, supported by unique artifacts from the customers’ specific memories while devouring these classics.
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AD Joy Scull
Photo Director Rosey Lakos
Photography Dina Avila
Food Stylist Nathan Carrabba
Story Editors Chirs Baker, Mary Melton
Before Karen P. moved to L.A., she was a regular at Keen’s Steakhouse. “I’d order a burger medium rare, a martini (gin, up with a twist), and relax inside this dimly lit slice of NYC history.” She recalls “at a time when everything felt upside down, the thick, beefy patties and the juice dribbling down down my chin was a dose of familiarity and tradition.”
Robert I. reminisces his first trip to Gino’s East in 1981. He was playing the sax in a Marine Corps filed band. “As a teenaged lance corporal, I wouldn’t have tried their ‘spinach and cheese’ option.” Robert instead stuck with the classic pie. “Gino’s iconic deep-dish was the most delicious pizza I had ever had. It’s everything that people love about pies multiplied by five.”
Nicholas M. loves the comfort of a midnight bowl of borscht from Veselka. Now living 3,000 miles away from NYC, he orders the soup from Goldbelly. “After dinner and an old movie, I huddled over the stove. At Veselka, I felt a kinship with midnight dinners; in my home the borscht expressed a secret message just to me.”
Nicholas M. also has a love affair with the #19 pastrami sandwich from Langer’s Deli. It’s brick and mortar is in L.A., and it’s been serving supreme pastrami since 1947. “Like any great comfort food, it didn’t just satiate but offered cosmic reassurance. Wherever this meshuga life takes you, you can always get great deli…plus: their trademark cole slaw, which you put on the sandwich, not on the side.”
David H. believes that when you feel the New Orleans spirit move you, wherever you happen to be, just let it. “I opened the chilled delivery box that held my order: a three-course quail dinner: four birds meticulously deboned…stuffed with boudin…perched on a nest of freshly picked Bayou vegetables.” The amount of food that comes in this delivery alone calls for a party. “I wowed my tablemates with a remembered flick of the sherry decanter over each steaming bowl of turtle soup.”