Getting more orders with the UK’s largest food delivery app …
Ordering takeaway food has traditionally been seen as a bit of an expensive treat. Something to be reserved for special occasions. Our client was keen to find ways to encourage people to think of takeaway as an everyday thing.
What We did
Our brand tracker not only explored how people viewed the brand and its service delivery, it also helped uncover the obstacles that needed to be overcome for occasional users. The key insight was that special occasion eating was often ritualised and involved a limited range of habitual meals.
We worked with a behavioural economist to develop message strategies that would encourage wider experimentation and help reframe the occasions when takeaways were appropriate. A new global campaign focused on everyday joy was developed. The result was a double-digit growth in orders.