It was necessary to research existing Takeaway Delivery Services in order to evaluate their USP's, marketing strategies and just general branding, thus giving me an idea as to what could help make a successful campaign. Knowledge on the common conventions should help me find a place and thus establish my own unique place in the market.
Industry Knowledge:
- £9.9 billion spent last year on takeaway (thus indicating that there is clearly an interest in the market for such services)
- £30 a month spent per person on takeaways (further proving there is interest, could also be used as a figure in my advert)
- 41 thousand jobs made via delivery apps (a point that cold be brought up in my ad)
- Digital Technology allows companies to reach a wider audience (justifies why a TV ad may be suitable way of advertisement, rather than a print ad)
- Food Delivery companies allow work by the customer: picking categories, picking restaurants, choosing items from the menu, ordering, collecting the food and finally leaving a review for the delivery driver. Some even allow the customer to track the delivery driver while the food is on its way.
What I can take away from this research:
Customers choose takeaway delivery services because of their ease of use, wide variety of food selections and the speed of delivery. However (during October of 2018), the BBC reported on one of the biggest players in the industry, Just Eat, and how they were delivering from restaurants that received a food hygiene rating of 0, which would normally have the restaurant shut down but in these cases the restaurants were not licensed. Naturally people complained and the company took a major blow to their seller-consumer trust.
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