DinnersWithFriends.co.uk

Client: DinnersWithFriends.co.uk

This one's slightly different; a story about how I turned my mum's longstanding social dining idea into a sold-out events company in less than three months of fullstack development, growth marketing, performance-led acquisition and CTO speedrunning.

Delivering a business-in-a-box for my Mum has genuinely been one of the most rewarding experiences of my career. Events in Devon, United Kingdom are sold out six weeks ahead of schedule, and we've had so much interest that we had to open up even more events across multiple venues.

Founded in 2006, Dinners With Friends began as a simple concept: bringing strangers together over shared meals to forge genuine connections. This was back when social media was in its infancy, smartphones weren't ubiquitous, and dating apps hadn't yet transformed how people met.

Fast forward to 2025, and the social landscape had dramatically shifted. In our hyper-connected yet increasingly isolated world, the need for authentic human connection had never been greater. The challenge was clear: how do you take a pre-digital concept and transform it into a thriving, modern business?

What started as a legacy business idea required a complete digital transformation reimagined for a hyper-connected world, encompassing:

Brand Identity & Design: Complete visual rebrand for the digital age

Print & Digital Marketing: Cohesive campaign across traditional and digital channels

Performance Marketing: Facebook and Instagram advertising optimization

Full-Stack Web Application: Custom-built platform for seamless user experience

Event Management Integration: Eventbrite integration for streamlined booking

Digital Education: Teaching digital-first business principles

The heart of the transformation was a custom web application that needed to:

Handle user registration and profile management

Integrate seamlessly with Eventbrite for event booking

Provide an intuitive interface for both hosts and guests

Scale to accommodate growing user demand

Maintain the warm, personal feel of the original concept

One of the most remarkable aspects of this project was the educational component. This wasn't just about building a digital business - it was about teaching someone from a different generation how to operate in a digital-first world, and seeing them thrive in it.

The process revealed fascinating insights about digital adoption:

The Complexity Challenge: The digital marketing landscape can be overwhelming, even for experienced professionals

Adaptability Triumph: With proper guidance, traditional business owners can become digital natives

Building from Scratch: Starting with a blank canvas allows for pure, strategic thinking without legacy constraints

The transformation was remarkably successful:

Personal Growth: The business owner quickly adapted to digital-first operations

Relationship Building: The collaborative process strengthened family bonds

Business Validation: Proved that passion projects can be transformed into viable digital businesses

Asset Creation: Built something valuable from nothing through pure determination and skill

Teaching digital transformation to someone from a different generation provided unique insights into user experience and business operations. It forced simplification and clarity that benefited the entire project.

This project required wearing multiple hats:

Designer: Creating cohesive brand identity

Developer: Building robust web applications

Marketer: Driving acquisition through paid channels

Strategist: Developing growth frameworks

Educator: Teaching digital business principles

Rather than using disparate tools, the integrated approach with Eventbrite created a seamless user experience that respected both the technical requirements and the business workflow.

Perhaps most importantly, this project proved that keeping dreams alive—even dormant ones—can pay dividends. A concept from 2006 found new life in 2025, demonstrating that good ideas are often just waiting for the right moment and the right tools.

Dinners With Friends represents more than just a successful digital transformation. It's a testament to the enduring human need for genuine connection, even in our increasingly digital world. By building the right tools and teaching the right skills, we can bridge the gap between traditional community building and modern digital capabilities.

The project succeeded not just because of the technical execution, but because it maintained the heart of the original vision while embracing the possibilities of modern technology. It's a reminder that the best digital transformations don't replace human connection but rather, they enhance it.