Tone of voice

We believe in everything we’ve said, so if you see us falling short then please let us know.

Tone of Voice by Little Dish | We believe in everything we’ve said


Hello! 👋 Welcome to Little Dish’s tone of voice guide.

This is a (fairly) brief overview of how we write. It applies to all the writing we do, inside and out.

We’ve opened our tone of voice up to the world as well (hello world! 🌍), because we want to be held up to the lofty standards we set ourselves here. We believe in everything we’ve said, so if you see us falling short then please let us know.

Every word matters

The words we put on screen and paper are one of the most important ways we have of showing you what we stand for. Not just our marketing but also our terms and conditions, every chat with us, all the nooks and crannies in our app and website, and how we communicate with each other. Every word adds up to people’s perception of who we are.

And if the way we communicate confuses, frustrates or scares you, then we can lose your hard-earned trust in seconds. It’s especially important when we’re dealing with sensitive subjects, difficult topics or technical stuff. Those are the moments of truth when people will decide if we’re really transparent, and if we really have their best interests at heart.

So every word matters, our tone of voice matters. Every word is a chance for us to make a connection with someone, go beyond what they’d expect from a supermarket and brighten their day,(if that sounds unrealistic, check out some of the customer feedback we get to see the difference we make when we get it right.) See our community page

This isn’t a set of rules

Good writing is empathetic. Thinking carefully about who we are writing to, and understanding how they feel and what they need from us. This shouldn’t feel like a tick-box exercise – it’s something we put thought into every time.

Plus, we don’t want to write like a bunch of faceless drones. Little Dish writing should have a family feel and be full of goodness, like you can tell it’s come from a group of people who share the same values with you.

You’re here because you’re smart, caring, thoughtful people. We trust you to do the right thing to help our users (and each other).


We speak our audience’s language

We use the language our audience uses, and make technical stuff as clear as we can.

We’re friendly people, and we don’t want to come across like a cold, faceless food company. So we use the kind of language you’d use. We avoid business-speak and technical jargon.

If you see a gap, tell us about it

Things change pretty fast around here. If there’s a topic we need to cover, or an example that needs updating, talk to us.

We are Little Dish

Our tone in a spoonful

  • We use the language our audience uses, and make technical stuff as clear as we can
  • We’re ambitious, positive and always focused on what matters to people
  • We’re transparent about what we’re doing and why, and we don’t hide behind ambiguity
  • We’re open, inclusive and welcoming to everyone

Human help, whenever you need it

Every customer gets access to our customer support through the our website — just send us a message and we’ll get back to you.


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