We’ve come a long way since the first online delivery order was placed at Pizza Hut in 1994. These days, customers are likely to have multiple food delivery apps on their device, alternating between each to get the best local deals. At Remerge we’ve worked with more than 22 food delivery apps, translating to about 5 million global deliveries per year - so we’ve learned a thing or two about this vertical. In this post, we’ll share our insights on the main challenges faced by food delivery apps and how you can overcome them.
Can you spot the start of Ramadan in this graph?
Did you guess correctly?
Food is cultural, so our messaging around it needs to adapt to the locations in which it’s being marketed. For example, in countries that observe Ramadan, it’s essential that apps are sensitive to the times at which the majority of users will be fasting.
Adapt your bidding times!
Adapt creatives to the time of day
Can you identify which days are weekends?
Did you guess correctly?
With Food Delivery, the pattern of behavior is always the same - the volume of events climbs steadily from Thursday, reaching a peak on Sunday. This is followed by a massive drop in order in the early days of the week.
Adjust bidding to push at the weekend.
Decrease bidding at night
Seasonality is always going to affect how we eat, with cravings changing with the seasons. Seasonality can even go as granular as the time of day - depending on the hour, users will be searching for different meal types and supply will either be plentiful (such as at midday) or scarce (such as in the early hours of the morning when restaurants are closed). As a result, Food Delivery apps have to constantly stay on top of their messaging to ensure relevancy.
Adapt your creatives to the time of day
Food Delivery is distinct from e-commerce in that restaurants have a limited delivery radius, so not all offers are available to all users. This poses a challenge when creating relevant creatives, as you don’t want to advertise a restaurant that the user won’t be able to access.
Use Dynamic Product Ads
Food Delivery is a beautiful beast full of distinct challenges, but where there’s a will, there’s a way! And we’re proud to say that we’ve found many ways to ensure our the success of our clients in this vertical.
If you’d like to learn more about what Remerge can do for your Food Delivery App, e-mail firstname.lastname@example.org.
Aoife is Remerge’s resident app marketing expert, writing about everything from creating engaging campaigns to boosting user spend during the holiday period. When she’s not writing content, she’s working on Remerge’s Apptivate podcast and trying to sample every variety of cereal on offer in the kitchen.
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