The Need
A global on demand delivery brand wanted to understand the ever-evolving world of the on-demand category and opportunities for further growth. The pandemic exploded the world of delivery, and our client wanted to understand how best to capitalise on these opportunities by sizing the moments which lead to the purchasing of different types of food.
Our Approach
An occasion-based segmentation was conducted via a large multi-market quantitative study, interviewing over 25,000 consumers. The approach was highly complicated covering detailed behaviour across multiple eating occasions. In addition to this, category drivers, barriers to delivery and brand performance were also covered to understand the customer purchasing journey and decision factors in depth. The survey also explored appeal of a new type of proposition, not yet offered by food delivery companies.
The Outcome
The research highlighted key moments that the client could target knowing what consumers were feeling and how they best wanted to satisfy their needs at that time. Key opportunities were identified for the brand across markets allowing for a strategic review of how the business should move forward to exploit these opportunities.
