Cape Town, South Africa – 17 July 2025 – FOMO, South Africa’s leading platform for discovering discounted experiences, is proud to announce a groundbreaking partnership with the V&A Waterfront for the highly anticipated Neighbourfood campaign — a vibrant celebration of local cuisine, culture, and community running throughout the July and August This landmark collaboration brings together two of Cape Town’s most beloved brands to champion local food vendors, elevate culinary storytelling, and offer South Africans more access than ever to unforgettable gastronomic experiences.
The Neighbourfood campaign is designed to spotlight the diverse flavours and unique personalities behind the V&A Waterfront’s dynamic food scene — from family-run market stalls and independent chefs to iconic Cape Town restaurants. FOMO’s digital infrastructure and loyal user base provide the perfect match to amplify this initiative, creating exclusive offers, curated food trails, behind-the-scenes content, and interactive experiences that draw food lovers from across the city and beyond.
“Neighbourfood is more than just food — it’s a story of people, heritage, and community spirit. With FOMO’s tech-savvy audience and the Waterfront’s culinary heart, we’re inviting Capetonians and tourists alike to rediscover the true taste of local,” says Ryan Marx, CEO of FOMO South Africa.
A Flavour-Packed Partnership
At its core, Neighbourfood is a celebration of the everyday food heroes that make the V&A Waterfront one of the top culinary destinations in the Southern Hemisphere
Elevating Local: Why the Neighbourfood Campaign Matters
South Africa’s food culture is deeply rooted in community, tradition, and storytelling. From Cape Malay spices to Xhosa stews and Afrikaans baking traditions, the V&A Waterfront acts as a melting pot for these diverse culinary voices. The Neighbourfood campaign gives them a stage.
The FOMO Effect: Powering Foot Traffic Through Tech
FOMO’s unique value proposition lies in its ability to combine hyper-local discounts with national reach. Through strategic notifications, last-minute availability alerts, and gamified discovery, users can unlock access to time-sensitive food deals within seconds.
“We’ve always believed in giving people more experiences for less. Through Neighbourfood, we’re not just selling meals — we’re helping customers fall in love with local flavours again,” says Jax Marx, CMO at FOMO.
Supporting Small Business: A Key Campaign Pillar
The Neighbourfood campaign isn’t just about food — it’s about people. Many of the V&A Waterfront’s vendors are small business owners who have faced rising costs and changing foot traffic patterns in recent years. By tapping into FOMO’s platform, vendors now have access to digital exposure traditionally reserved for larger players.
A Broader Vision for Cape Town’s Culinary Landscape
Neighbourfood forms part of a growing movement to reimagine food culture through inclusivity, access, and storytelling. Cape Town has long been known as a food capital — but many of its best food stories remain hidden in side alleys, informal markets, or untold histories.
By blending FOMO’s digital tools with the V&A Waterfront’s foot traffic and infrastructure, the partnership will help democratise access to Cape Town’s food scene — making it easier for tourists and locals alike to discover something new, support small businesses, and connect with communities over a shared table.
How to Get Involved
Visitors can download the FOMO app for free on iOS or Android to begin exploring Neighbourfood deals and trails. Alternatively, head to the V&A Waterfront in person to jump into the experience.
About FOMO:
FOMO is South Africa’s leading digital platform for discovering discounted experiences, activities, food, and travel. With over 500,000 active users, FOMO connects locals and tourists to curated, time-sensitive deals across entertainment, dining, wellness, and adventure categories.
About the V&A Waterfront:
The V&A Waterfront is Africa’s most visited destination, situated at the heart of Cape Town’s working harbour with sweeping views of Table Mountain. Home to over 450 retail outlets, 80 eateries, and a vibrant cultural program, the Waterfront is a beacon of sustainable development, inclusivity, and economic opportunity.