FOOD PANDA CASE STUDY

About Foodpanda
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 of direct to consumer experimentation by 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 HomeChef 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.