# Underhanded Food Delivery 'Bread.Butter.Cheese' Does Business Through Text Messages By Meghan Young | Published 2010-07-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/bread-butter-cheese References: [psfk](http://www.psfk.com/2010/07/nycs-illicit-grilled-cheese-delivery-service.html) & [facebook](http://www.facebook.com/pages/New-York-NY/BreadButterCheese/117276638286949) Bread.Butter.Cheese is a food delivery service modeled after the drug dealing industry. Oh yes, I said it. Essentially, all their deliveries are done underhandedly through text messages. Their services are exclusively available to New York's East Village, and they only deal in the best. Bread.Butter.Cheese's The Man takes the orders while also posting specials on their [Facebook](https://www.trendhunter.com/trends/lexi-ai) page (not so covert). Once the order is taken, it's delivered by a nondescript guy who discreetly exchanges the goods for cold, hard cash. It's details like this that makes life that much more interesting -- and fun. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 35% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Covert Food Delivery:** Opportunity for food delivery services to adopt discreet and underhanded methods of operation, similar to the drug dealing industry. - **Text Message Ordering:** Potential for businesses to offer food ordering services exclusively through text messages, providing convenience and privacy to customers. - **Nondescript Deliveries:** Disruptive innovation opportunity for delivery services to use nondescript individuals, enhancing the element of secrecy and intrigue. ### Where This Applies - **Food Delivery:** Food delivery companies can explore covert operations and nondescript deliveries to attract a niche market of customers. - **Technology:** Technology companies can develop platforms to facilitate text message ordering systems for various goods and services, expanding the market for discreet transactions. - **Marketing:** Marketing agencies can capitalize on the novelty factor of covert food delivery to create unique and engaging campaigns for food businesses. ## Related on Trend Hunter - [Artisanal Bread Delivery Services](https://www.trendhunter.com/trends/bakehouse-bread-co.md) - [Subway Pizza Deliveries](https://www.trendhunter.com/trends/underground-delivery.md) - [Late Night Food Deliveries](https://www.trendhunter.com/trends/velveeta-foodie-call.md) - [Branded Grilled Cheese Restaurants](https://www.trendhunter.com/trends/grilled-cheese-restaurant.md) - [Premade Gourmet Grilled Cheeses](https://www.trendhunter.com/trends/gourmet-grilled-cheese.md) - [Bakery-Themed Apparel Lines](https://www.trendhunter.com/trends/road-bread.md) - [Affordable Pizza Slices](https://www.trendhunter.com/trends/1-cheese-pizza-slice.md) - [Gourmet Lunch Pop-Ups](https://www.trendhunter.com/trends/uber-eats-sandwich-studio.md) - [Emergency Cheese Kits](https://www.trendhunter.com/trends/alouette-x-gopuff.md)