Foodpanda - Joy at Your doorstep


The last decade has seen the global shift from "bricks" to "clicks" where the world is shifting from a physical dimension to the online world. Internet-based platforms play the biggest and most important part of this technological shift. No economic area is left that is yet to be influenced by these online platforms. These have benefitted all these sectors by including new platforms for goods and services, easier access to information and content, a large variety of choices, real price competition, and new business opportunities.

The food sector is no exemption. These past few years have observed a massive influence of digitalization in the food sector. Doorstep food delivery is now thriving like never before. Getting food delivered right at your doorstep anytime anywhere is easier than ever. Thanks to all these amazing food delivery outlets available nowadays. Riding on the wave of fast digitization and steadily growing consumption, the attain of Food Tech organizations has grown six times over the last couple of years and will preserve to increase further

India is one of the most prominent markets for the food delivery sector due to its population and ethnicity.  "Rapid digitization and growth in both on-line consumer base and spending will help India's online food industry to end up a $12 billion market by 2025 — growing at a CAGR of 20–35 percent" was stated in a Forbes report. One of the major and prominent players in this industry is foodpanda.

Food panda

Foodpanda is an online food delivery platform owned by Berlin-based Company Delivery Hero SE and operates in about 50 countries. It was founded in 2012 by Lukas Nagel and Rico Wyder in South-East Asia and launched across Singapore, Malaysia, Indonesia, Thailand, and in 2014 in the Philippines. Foodpanda offers cuisine from more than 4000 restaurants worldwide. The service allows users to select and place orders from local restaurants and place orders via the website or mobile application.

Foodpanda has one of the best social media presence among its competitors. It has over 2.2 million likes on Facebook and 26.7 K followers on twitter account (@foodpandaIndia). What sets them apart from their competitors is that they can take a worldwide brand and make it country-specific, and market themselves accordingly. They know what their consumers want, and they know how to get it to them.

Marketing Strategy 

The intense competition in this sector forces each player to make a holistic marketing strategy to stand out and prosper. Foodpanda uses email and social media marketing as one of its most primal and powerful methods of promotion. Once you've placed your order on foodpanda, it regularly sends you mail regarding various cuisines, offers, and coupons. Similarly, it runs various campaigns on social media to increase its user engagement.  It also now uses its mobile app to gain popularity and customers.

Food panda's Acquisition of JustEat

Foodpanda had acquired rival JustEat India in a stock-led deal for an undisclosed amount in 2015 to strengthen its leadership position in the country's food delivery market. JustEat was one of the seven food-based startups that Foodpanda acquired across Asia. This acquisition had come after less than three months of Foodpanda's acquisition of  Pune-based competitor TastyKhana. As per the deal terms, foodpanda India assumed full ownership of JustEat India and in exchange, JustEat had received a minority holding in Foodpanda. 

JustEat was launched in 2006 and was earlier called HungryZone. They had operations in 10 Indian cities including Bangalore, Delhi, Mumbai, Bhopal, Kolkata, Chandigarh, Goa, Indore, Hyderabad, and Jaipur. The company claimed to have partnered with over 2,000 restaurants whereas foodpanda had grown much bigger by then. It was already operating in 39 countries across five continents and offered the most convenient way to order food to Indian customers and restaurant partners. It has around 12000+ restaurants across 200+ cities in India available on its app & website.

Conclusion

Rising several advantages it provides, along with food introduced to your doorstep, numerous payment options, attractive discounts, rewards, and cashback offers, home food delivery is growing massively. Restaurants and cafes also discover it profitable to sell their food through online mediums since it reduces an extensive quantity of operational overheads and also helps them market their venture to new customers. 

Written By -  Riya Chhikara

Edited By - Vaibhav Sharma


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