Hungry? Too tired to cook or go out for food? Stuck gnawing at suspicious looking chicken from the fridge? It happens to the best of us. If you don't have an Internet connection, get back to your chicken. But if you do, check out Foodpanda. It's one of the most popular online food delivery services in India as well as many other countries around the world.

Foodpanda has the highest reach in India. No online food delivery is too difficult for Foodpanda. Additionally, the increasing role of digital marketing in online businesses has helped greatly in making Foodpanda a global name.

Foodpanda's achievements till date

Founded in May 2012

Operating across five continents and 24 countries

Active in more than 500 cities around the world

Partners with more than 40,000 restaurants globally

With a team of more than 4,000 people worldwide

Increasing popularity

Foodpanda has over 2.2 million likes on Facebook and 26.7 K followers on twitter account. What sets them apart from their competitors is that they are able to 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 of FoodPanda

Email Marketing:

Foodpanda is utilizing the full power of email marketing. Once you have ordered with Foodpanda then many a times you must have received a mail with various promotion and discount coupons. The company always tries to ensure that their user's first experience remains awesome and then they try to retarget them through discounted and promotional emails.

Social Media Marketing:

Foodpanda ran a campaign on social media in 2013. The campaign promoted the brand and increased the brand popularity among the customers.

People need to use the code "IPAD" at the time of placing the order. Using the code makes them eligible for the contest. People can increase their chance of winning the iPad by making more orders.

Foodpanda's Facebook page shows its popularity on Facebook as it has more than 2.2 million fans on its page. Foodpanda on Twitter also has a strong follower base with 26.7K followers over the platform. Solving the customers query through social media has created a faith for the brand among the customers.

Mobile Marketing:

The time Foodpanda started and entered the market in 2012, people were not clear about the business model of the company. Some thought that Foodpanda as a restaurant while others thought it as food supplier and food Delivery Company. But now users have a clear view of what Foodpanda is all about.

Mobile has played a great role in the success of the company. Most of the orders coming from the mobile app, Foodpanda now focus more on mobile marketing.

Foodpanda user friendly mobile app has made it easily accessible and available for the customers to access it from anywhere anytime.

Q-Commerce & Dark Stores

At the behest of Delivery Hero SE, the European multinational online food-delivery service that is its parent company, Foodpanda Pakistan has ramped up its vertical integration to include dark stores, Home Chefs, Pandamart, warehouse as a service (WaaS), and cloud kitchens in Pakistan. With the rise ofdirect to consumer experimentationby consumer goods businesses in Pakistan, along with COVID-19 forcing the hotel, restaurant, and cafe's (HoReCa) industry to seek online paths of customer acquisition, the latest business divisions of Foodpanda Pakistan have begun to reap their rewards.

Competitors

In Pakistan, Foodpanda competes with Careem, Bykea, Cheetay, Eat Mubarak, Supermeal, and several more delivery companies, as the HoReCa space becomes increasingly commoditized and challenger brands sacrifice margins for growth with penetration pricing. The food delivery space has few points of differentiation, with larger companies such as Foodpanda and Careem accelerating efforts to be exclusive distributors for renowned local brands.

The Home Chef initiative by Foodpanda, which locks in participants in the platform, is one such example of achieving differentiation at scale with a truly localized offering of meals.

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