Kitchen No. 1 Case Study

The kitchen beforeقبل ما نبلّش

A big audience. Orders by phone. No store.

Feryal Al‑Kofahi, «أم محمد», has cooked northern Jordanian food from her home in Hawar, Irbid, since 1993: makmoura, kishk, taboun bread, and a pantry of pickles and jams. Village women learned at her side, and the kitchen's income put her eight children through university. In August 2023, Queen Rania visited her kitchen.

People found her on YouTube and Facebook. They ordered by phone or WhatsApp, a day ahead. Tourists from the Gulf booked when they arrived, and groups of up to 100 came to eat by the taboun.

There was no store. Every order, booking and gift started as a conversation on her phone.

How an order worked

1
A call or a WhatsApp chatTo her own number, a day ahead.
2
She cooksTrays, pantry jars, or a table for guests by the taboun.
3
Pickup in HawarOr delivery inside Irbid.
?
What was missingA store to browse, and a way to order, book a visit or send a gift without a phone call.

105videos on her YouTube channel: 97 Shorts and 8 long-form
2.4Mviews across the channel, approximately
741Kviews on her top Short, khurfeish in olive oil
3.89KYouTube subscribers
[__]Facebook followers, to confirm with Feryal

YouTube figures as her channel showed them on 5 October 2026. Most view counts are YouTube's own rounded numbers.

Her ten most-watched videos

Views on YouTube, 5 Oct 2026

All ten are Shorts. Counts are YouTube's rounded figures, except the one marked *, which is exact from her channel feed.

Um Mohammad in her garden by a block wall, holding freshly cut khurfeish greens and a knife — **Her most-watched Short:** khurfeish in extra-virgin olive oil, about 741,000 views.

The briefالمطلوب

Give Um Mohammad's kitchen a world-class home online, built only from her own real footage, as the first kitchen of a 100% Jordanian heritage platform.

The brief in short, from V (Yousof Almalkawi), founder of STEADYWRK · October 2026

Real photos only
Her consent first
Her name on every dish
No royal imagery
Prices only once confirmed

What we builtاللي بنيناه

Seven pieces, one system.

Each piece works on its own. Together they make Kitchen No. 1 the first producer on the Heritage Commerce OS.

Media archive أرشيف الفيديو

105 videos, catalogued.

Every video on her channel, with its ID, title, type and view count. We reviewed every frame and set aside the ones that show other people, children, logos or heavy text.

105videos catalogued
103thumbnails kept
72usable frames
24enhanced in HD

Enhanced 24
Usable 48
Set aside 31
Not kept 2

One square per video, most-watched first. Hover a square for its views.

Imagery pipeline معالجة الصور

Faithful HD, depth and a mark.

Real-ESRGAN enlarges each frame 4x, then back-projection holds it to the source: scaled back down, the result must reproduce the original. A detail clamp keeps every pixel within 16/255 of a plain enlargement. There is no face restoration, no generative fill and no inpainting. Depth Anything V2 Small adds depth maps for 10 frames, and the STEADYWRK mark is baked into every web image.

24frames
2560 pxlong edge
36.5–45.2 dBfidelity to source (PSNR)

The stone-mill frame in HD, with the STEADYWRK mark in the corner — HD frame, mark baked in

Grayscale depth map of the same frame, where nearer surfaces are lighter — Depth map: near is white

The Kitchen No. 1 store متجر المطبخ رقم 1

Her own store, with every order in three steps.

Arabic first, with English one tap away. Ordering, booking a visit and sending a gift all use the same three-step sheet: Choose, Details, Send (اختاروا، التفاصيل، ابعتوا). The last step writes the WhatsApp message to her kitchen. The total comes in writing before anyone pays, in cash or by CliQ.

Order a day ahead
Delivery inside Irbid
10 JODtaboun breakfast
20 JODcook and eat with her
Everything else: price on confirmation

The Kitchen No. 1 store on a desktop screen, in Arabic: her name, her portrait and the WhatsApp order button

The same store on a phone, with order and visit buttons at the bottom

The Mihras hub مهراس

A national platform, with her kitchen as No. 1.

Mihras takes its name from the Al-Mihrass olive tree, which UNESCO inscribed for Jordan in 2025. The hub opens four doors: Eat, Keepers, Business and Create. A crescent gains one stitch a day until Ramadan, and the #يسلمو_هالايدين trend asks families to film the hands that feed them.

Soft launch November 2026
Grand opening 2027
Working name, trademark check pending

The Mihras hub on a phone, with the four doors as tiles

Three films ثلاثة أفلام

Eighteen seconds each, cut from her own frames.

Rendered in code from her real frames, with depth parallax, her name on screen and the STEADYWRK mark. One teaser for Mihras in two formats, and one film for Kitchen No. 1. They are cut for Instagram Reels, YouTube Shorts, Facebook, Snapchat and WhatsApp Status.

1080 pxwide
30fps
No stock footage

Poster frame of the Kitchen No. 1 film: her portrait with her name and the year 1993 — **Kitchen No. 1**9:16 · 18 s

Poster frame of the Mihras teaser: her hands salting a jar of pickles, with the line about the hands behind every dish — **Mihras teaser**9:16 · 18 s

Poster frame of the Mihras teaser in the 4:5 format — **Mihras teaser**4:5 · 18 s

The playbook دليل الإطلاق

A launch plan the team can run.

One living document, in Jordanian Arabic and English, with the research and sources behind it.

Positioning and the big ideaHer name on every dish
The #يسلمو_هالايدين trend and its safeguardsHands first
Launch calendar5 Oct 2026 to Eid 2027
WhatsApp scripts and order stepsOrder, book, gift
Corporate sales kitRamadan iftars, gift boxes
Copy bankArabic and English
Market, legal and tools researchWith sources

The consent posture الموافقة أولاً

Her consent comes before everything.

Nothing about her goes public without her written consent. Every page here stays a private preview until she gives it.
Consent before filming and again before posting. She can withdraw it at any time, and reposts come down within 24 hours.
Hands-only filming is always an option. A face appears only if its owner agrees.
Minors need a guardian's consent. No one under 18 takes part in the #يسلمو_هالايدين trend.
Every form says why it asks and asks for consent in one line, as Jordan's Personal Data Protection Law No. 24 of 2023 requires.
Real photos only. No generated images of people, food or places, and no royal imagery.

Proofالدليل

The same frame, before and after.

Drag the handle. The left side is her original YouTube thumbnail, enlarged with a plain Lanczos resize. The right side is the faithful HD result. Both show the same crop at the same size.

Nothing was added.
Faces were not restored.
Nothing was generated.

SourceHer Short EuiB0_yP7AM, a 720×1280 thumbnail. Crop: 420×420 px from x 150, y 606.
ModelReal-ESRGAN realesr-general-x4v3, official weights: 101 of 101 tensors identical.
HeldScaled back down, the result reproduces the source at 38.36 dB PSNR. The model without these limits scored 29.26 dB on this frame.
ClampNo pixel moves more than 16/255 from a plain enlargement.
ToneOne mild curve for the whole frame, gain 1.06.
RejectedWe tested the model without limits first. It warped faces and repainted embroidery, so we threw that version out.

Original thumbnail, enlarged: her hand on the stone mill, embroidered sleeves behind

Divider position: original on the left, HD on the right

Wheat on the stone mill, from her own Short. The HD side is 2x the thumbnail's resolution. Neither side carries the STEADYWRK mark, so the comparison stays fair.

Timelineالجدول الزمني

2 to 5 October 2026.

Every time here comes from a file timestamp in the project, in Amman time. Most of the build ran overnight from Sunday to Monday.

Friday 2 Oct
18:43Workspace set up
Sunday 4 Oct
21:44Film tools installedThe first 16-second reel rendered at 22:09.
22:46Her channel feed pulledThe first thumbnails saved by 22:54.
23:53First hub draftUnder a working name we later dropped for sounding Gulf.
23:57First store draft
Monday 5 Oct
00:43Full channel catalogue: 105 videosThumbnails for 103 of them saved by 00:53.
01:01Model weights downloaded and checkedReal-ESRGAN and Depth Anything V2 Small, from their published sources.
01:10Research, naming and the playbookMarket research at 01:10, tools at 01:15, the naming report choosing مهراس at 01:22, the launch campaign at 01:24.
01:3424 frames in faithful HDWith 10 depth maps and the mark baked in.
02:17Mihras design kitShared styles, motion and the wordmark.
03:23Three films renderedMihras teaser at 03:23, Kitchen No. 1 at 03:33, the 4:5 cut at 03:39.
04:01Mihras hub, private preview
04:04Kitchen No. 1 store, private preview
21:17Execution briefPre-sales, Ramadan boxes, funding, and this case study.

The systemالنظام

Heritage Commerce OS.

Six modules take a heritage producer from an archive to sales and a record of impact. The SI division runs the software. SteadyForce, our operators, does the work that needs people. Every module needs both.

Inner ring: SI division, the software
Outer ring: SteadyForce, the operators

Capture

الأرشيف والموافقة

Archive and consent

SI division: Catalogues every video, makes faithful HD frames and depth maps, and keeps a consent record for each clip.
SteadyForce: Visits the producer, takes consent in person, and films what is missing.

Partly built105 videos catalogued, 24 frames in HD. Consent forms in progress.

Craft

المتجر وخطوات الطلب

Storefront and order flows

SI division: Builds the store, the menu and the three-step sheets for orders, visits and gifts.
SteadyForce: Writes the menu with her and confirms every price before it goes live.

BuiltStore and hub ready as private previews.

Content

الأفلام والتقويم

Films and calendar

SI division: Cuts films from her real frames and drafts the content calendar.
SteadyForce: Films the season with her and posts to Reels, Shorts, Facebook, Snapchat and WhatsApp.

BuiltThree films and a launch calendar to Eid 2027.

Commerce

البيع

CliQ, WhatsApp, B2B, gifting and pre-sales

SI division: Turns each order into a WhatsApp message with a written total and CliQ details, and takes company quote requests.
SteadyForce: Answers every chat, confirms totals in writing, and sends the reminder the day before.

Partly builtOrder, visit and gift flows built. Pre-sales and the company portal come next.

Care

علامة مهراس والامتثال

The Mihras mark and compliance

SI division: Keeps each producer's licence, consent and label records in one place, and flags what needs renewing.
SteadyForce: Visits and tastes before a kitchen joins, and checks licences and food-safety rules.

NextThe mark's one-page standard is in drafting. Licence scope for cooked trays is an open question.

Count

السجلات والأثر

Records and impact

SI division: Logs orders, reply times and payouts, and builds each producer's impact report.
SteadyForce: Checks the numbers with each producer before anything is published.

NextStarts with the first order. The metrics are listed under Honest status.

What's nextالخطوة الجاية

Four products, one kitchen to start.

Mihras tree pre-saleشجرة مهراس

Sponsor a named olive tree in a grove family's care, and receive its new oil as a gift in the spirit of al-wanih, when people share songs and give olive oil.

In designTiers and prices on confirmation.

Ramadan corporate boxesصناديق رمضان للشركات

Iftar trays and gift boxes for companies, each signed by the woman who cooked it. Team iftars of up to 100 guests in Hawar.

Catalogue in designRamadan 1448 is expected on Monday 8 Feb 2027. The moon sighting decides.

Harvest daysأيام العونة

Paid half-days picking olives with a host family, then lunch from the taboun. UNESCO describes the harvest between October and early November, with families and neighbours together.

Pilot in designWith insurance and a signed waiver.

The academyالأكاديمية

Her recipes as filmed lessons, credited to her and paid to her, so the dishes outlive any one kitchen.

Outline in progressDates to set.

Honest statusوين وصلنا

Pre-launch. No sales yet.

Stage: Pre-launch. The pages are public; the soft launch is in November 2026.
Pages: Live at mihras.steadywrk.app.
Sales: None yet. There is no revenue to report.
Prices: Two are confirmed: 10 JOD for a taboun breakfast and 20 JOD to cook and eat with her, per person. Everything else is priced on confirmation.
Licences: Which JFDA licence covers cooked trays and paid visits is still an open question.
Company: STEADYWRK's registration is in process.
Name: Mihras is a working name until the trademark check is done.

Metrics we will publish, from launch

Orders, visits and giftsNot measured yet
Money paid to producers, and their share of each orderNot measured yet
Median first reply on WhatsAppNot measured yet
Customers who order againNot measured yet
Clips archived with consent on fileNot measured yet
Producers meeting the Mihras markNot measured yet
Consent withdrawals and takedowns, and time to actNot measured yet
Complaints and refundsNot measured yet

For partnersللشركاء

Fund a pilot for [N] producers in the north.

Kitchen No. 1 tests the system on one kitchen. The pilot runs all six modules for [N] home producers across northern Jordan for six months, and reports the metrics above for each of them.

Months 1–2Select and captureVisits, consent, archives and HD frames for every producer.
Months 3–4Open for ordersStores, WhatsApp order lines, CliQ payments and the first films.
Months 5–6Sell and countGifting and company orders, then the impact report for each producer.

Budget: [JD __] for six months. Line items on request.
Producers: Home kitchens first, chosen with local partners. Each one signs consent before anything is filmed.
You receive: The published metrics for every producer, and a final report.

Start the conversation

Contactتواصلوا معنا

Write to us.

hello@steadywrk.app

Open in mail

Website: steadywrk.app
Address: King Hussein St 9, Aqaba, Jordanالعقبة، الأردن
Leadership: V (Yousof Almalkawi), Karim and Dr. ReemWith SteadyForce, our operators