“Mobile first” has become the standard for food orders
Whether it’s India, Hong Kong, Saudi Arabia or Hungary - Berlin-based start-up company foodpanda connects restaurants, delivery services and customers via its open online marketplace. Founded in Singapore in 2012, foodpanda provides a technological infrastructure to its over 26,000 partner restaurants worldwide, including giant food chains like McDonald’s, KFC, Burger King and Starbucks as well as trendy local places, so they can quickly serve their hungry customers. Customers, on the other hand, benefit from a large culinary selection to pick their favourite food on the Internet or using a mobile app.
This approach ensures that orders are delivered on time and in approved quality to customers in currently 20 countries. “About 70 per cent of orders are placed using a mobile device and the growth rates are impressive. The total volume increased by 117% in just one year,” says Engin Yilmaz, Senior SEM Manager at foodpanda GmbH headquarters in Berlin and a member of a team of around 50 people that manages the young company’s online marketing programme.
foodpanda strives to gain a market-leading position in every country it operates in. Its financial contributors, which have invested over 310 million venture-capital dollars so far, include big names such as Goldman Sachs and Berlin-based business incubator Rocket Internet.
Given the fierce competition on the food delivery market, foodpanda wants to differentiate itself from its competitors by ensuring timely delivery, high-quality and great service. In order to achieve that, the company developed its own delivery service technology and standardised its operations which also work in complex markets and big cities and scale just as easily as its business plan.
foodpanda’s preferred marketing strategies include search engine marketing (SEM) and campaigns aiming to increase the number of mobile app installations and usage. The company relies on Adobe Advertising Cloud Search for efficient SEM management with currently more than five million active keywords in nine languages.