In case you missed it, Grab Philippines released its 2020–2021 Food Trends Report, which observed the buying behavior of GrabFood users and how it changed during the COVID-19 pandemic.
The study was based on research conducted by NielsenIQ that includes interviews with food industry professionals, consumer surveys, and focus groups. Since more people opted to order meals through food delivery following the closure and restrictions of food establishments due to the pandemic, more food business owners also decided to operate their businesses online—which is a struggle for some.
The Food Trends Report provided answers to local food businesses’ “most burning” questions about how to best market their brand. Consider these effective strategies to promote your food business! (Read: 3 Grocery Items You Can Gift Your Grab Rider)
Grab Food Trends Report: Price it right
The price of every meal has a huge impact on the customers. They often check if a certain fast food or restaurant suits its pricing to the food they serve. Grab PH stated that having more lower-priced items can lead consumers to buy more in a single order. Most customers look for the lowest-priced item on the menu. It is advised to try to list your items for each category in ascending price order to drive higher-priced items!
Grab Food Trends Report: Use promotions
Discounts, vouchers, and other exciting promos are what attracts customers the most! So, if you have enough marketing budget to spare, don’t hesitate to take part in promo campaigns. According to the Food Trends Report, the top three promotions consumers want are buy one, get one promo, free delivery, and discounts. Food businesses that run promos on GrabFood can see up to 20–30% increase in sales, which might work in other local and small food businesses as well!
Grab Food Trends Report: Put together great combos
The Food Trends Report revealed that the top 10 most searched food items on GrabFood are fast food, pizza, cake, bakery, Chinese, doughnuts, milk tea, burgers, coffee, chicken. Some consumers also prefer healthy meals such as salads, sandwiches, smoothies, soup, and steamed food. You can already get an idea of which food items will create a perfect match from the following!
“Combo sets are a proven strategy to increase basket size and can grow the number of items ordered by 50%,” the report noted. The top three preferred add-ons by the Filipinos are drinks, desserts, and appetizers or side dishes. (Read: 3 Ways You Can Help Small Businesses Without Paying Out)
Grab Food Trends Report: Keep your menu short
Deciding which food to order is a common dilemma for customers. Giving them a lengthy menu has a tendency to drive them away, especially when they are hungry or in a rush. Grab PH advice to put the most important items at the top of your menu and those items that sell less in the lower part. As much as possible, keep your menu short and feature menu items suitable for food delivery. Avoid using too many descriptions or graphics that may confuse customers.
Grab Food Trends Report: Make your food look great
Another thing that attracts customers is visuals. It is the first thing they usually notice when choosing a meal! Grab PH saw a two-times increase in food items with photos compared to those without. Stores with photos showed as high as three times growth in sales. For food business owners out there, always remember to take good pictures of your food items in marketing your business to encourage more customers to order from your store! (Read: A Millennial’s Tip on How to Start an Online Business Amid Pandemic)
Grab Food Trends Report: Make your food sound great too
Visuals alone may not fully attract customers. Grab PH also recommends using mouthwatering item descriptions like “crispy” or “tender” in your food item name. It can lead to an average of 60% more sales! For example, instead of simply using “fried chicken,” try to use other adjectives like “crispy fried chicken” or “juicy fried chicken.” Again, be reminded to avoid using lengthy descriptions, at least one word will do!
Grab Food Trends Report: Deliver fresh meals on time
The main consumers of delivery food services are families with children belonging to the 25 to 44-year-old age bracket. The Food Trends Report reiterated that the top reasons Filipinos order through food delivery are to satisfy food cravings without cooking, lack of time to cook, and not worry about traffic or parking. Build a good image for your business by offering food items that are easy to pack for delivery and still taste good when served at room temperature. (Read: GCash, PayMaya, GrabPay, Coins.ph – What’s Their Difference?)
“Understand the optimal number of orders your store can handle to ensure excellent consumer experiences,” the report said. Consumers who experience food safety or quality issues are 70% less likely to return to a store. It is important to make sure your food items are always fresh and delivered on time!