Sunrise Digest - The Thursday Murder Club (Dating App Edition)

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Thursday is a dating app (and company) like no other. Operating only on a Thursday, their aim is to create a more fulfilled culture around dating and eradicate the tiresome nature of online dating by encouraging the complete anthesis of communicating online, chatting to someone in person.

Born out of London and co-founded by George Rawlings and Matthew Love in 2018, Thursday has become a viral sensation and has some serious financial backing behind it, including the founder of Monzo, Tom Blomfield, as well as several other angel investors and VC’s.

What is behind their rise to success? This is a question which many tech founders and companies would love to know the answer to. There is no doubt however, their boldness and creativity have been huge drivers. In fact, George Rawlings publicly stated on LinkedIn that he would build a £50 million company in 12 months - a very bold statement indeed. Additionally, they promised to raise £1.25m in 10 days – they did it in 4 days.

Clearly, Rawlings and Love are great entrepreneurs that truly define thinking outside the box. And these unconventional statements are backed up by their marketing methods.

If you scroll down any of Thursday’s social media accounts, you will find more carboard being used than an Amazon warehouse. This gorilla marketing strategy is used to be both the cheapest form of reaching people but also trying to have the biggest impact - in one post they even brag about the ad costing £2.95. The point of this is not to just be different in an industry where every dating app feels the same, but to spark social content that goes viral and reaches far more people than a traditional billboard or even a social media advertisement. Some of the viral content on the infamous carboards include:

“I Cheated on my girlfriend on Thursday and this is my punishment”

“Happy Hump Day. See you on Thursday”

“Every* single person masturbates……*78% of people”

And it’s not just their carboard material that is making the rounds. Their use of more conventional advertising methods offers an insight into the approach that Thursday is taking. Actively calling out their competitors and promoting a reaction on their socials only adds more to the hype.

This, again, creates a provocative reaction on social media and in turn turns the attention towards Thursday. Yes, they are not the first company to use this as a marketing ploy; however, they do it in such a way that is reflective of their cheeky, yet disruptive brand.

Additionally, behind the creative noise which Thursday has created, is something with true substance that reinforces their mission. Thursday’s events bring a spark to dating which arguably has been lost online. The company take over bars, hold secret events and put on shows for the single community – allowing people to connect in-person and participate in an environment where that connection is nurtured in a more natural way. Consumers sense the refreshing aspect of a tech company that does not crave your attention by continuously using their app, but rather providing an avenue for human connection.

Thursday are clearly hitting their targets in terms of marketing, branding and creativity. However, in business terms, is it working? And if it is, is it working only in the short-term, or is there a long-lasting legacy for the organisation?

Between April 2022 – August 2021, Thursday had been downloaded 750,000 times. This number is dwarfed by the most popular dating apps in the U.S. market alone. 

Further, their accounts made up to September 2021 show the company lost £933,293, up from a loss of £98,492 the previous accounting year. Thursday are heavily backed by investors and hold healthy amounts of cash in the bank, however this exponential loss growing is clearly not sustainable in the long-term.

Further, their accounts made up to September 2021 show the company lost £933,293, up from a loss of £98,492 the previous accounting year. Thursday are heavily backed by investors and hold healthy amounts of cash in the bank, however this exponential loss growing is clearly not sustainable in the long-term.

In fact, Rawlings put out a post on 17/01/24 informing the world of recent job losses due to the company pivoting towards trying to make a profit.

On the other hand, a bit of perspective must be granted towards Thursday. They are a start-up who are trying to disrupt a competitive industry, one in which their rivals hold much influence among consumer behaviour and may in turn create strategies that neutralise the affect Thursday can have. Therefore, capital must be spent in order to turn the heads of users who are so used to communicating online and change an industry that does not put human interaction at the forefront of their thinking.

Upon reflection, it is clear why so many people have taken to Thursday. Authenticity. Their cheeky branding and marketing, matched with their overarching purpose which contradicts their industry, brings a freshness which very few brands care to present. They are bold with their statements, both in terms of growing but also in terms of standing for equality rights. They are not afraid to be ambitious in an industry that is dominated by global entities. The authentic nature of their founders creates an energy that every start-up should have. This is perfectly encapsulated by their tagline – F*ck dating apps, 6 days a week.