UberEATS is a business within the food delivery industry. The service was launched in Singapore very recently, in May 2016. They run their business through their website and mobile application – where they offer you a wide range of food options that can be delivered to your preferred location (within their area of delivery). At this time, the customer has over 100 restaurants to choose from, and more options are being added every week. UberEATS offers service from 11AM to 10PM every day. Right now, delivery is only available in the central part of Singapore, but they are currently expanding.
Competitors and Market Attractiveness – Why did we choose UberEATS?
Within the market of food delivery in Singapore, Foodpanda and Deliveroo are UberEATS’s two main competitors. They were established in Singapore in 2012 and 2015 respectively. They have expanded their operations in Singapore dramatically since they were introduced. Last year, the Foodpanda saw a 400 per cent rise in revenue, while Deliveroo increased their number of drivers from five to 550.
However, the market is still young and relatively unexploited. The research institute BI Intelligence expects it to have a mean annual growth of 58 per cent globally over the coming five years. Furthermore, Singapore has a reputation for being one of Asia’s eating. The home delivery of food grew throughout 2015, and it is expected to continue to do so. Singaporeans finds this concept convenient since they usually live very busy lives. In a work-centric culture, where working overtime is a habit, people are constantly searching for ways to save time. This trend is making the home delivery of the F&B industry a great attractive market in Singapore. Therefore, we believe that there is much room for the newer competitor UberEATS to get their share and catch up with the two more well-established competitors in Singapore.
Moreover, UberEATS is launched by the company Uber. This can be used as a competitive advantage since their brand name already is widely known and their taxi service highly appreciated throughout the world. We will continue to establish associations with Uber, because we want to position UberEATS as a simple and convenient experience.
Our Project Goal:
Our project goal is to make UberEATS the market leader within food delivery in Singapore through elaborating their social media platforms. To reach this main goal, we will set up smaller objectives followed by specific social media strategies. We will use integrated marketing communication (have a main message which we will spread consistently across all platforms), and we will also apply the network theory and diffusion of innovation.
The main message of our social media strategies is that UberEATS is a trustworthy, simple and convenient service and community.
We want to make UberEATS stand out from the other delivery companies. The three competitors have about the same delivery time, the same prices and the same features of services. So, we want to use social media to make customers feel like UberEATS is not only simple and convenient, but also a trustworthy community – “Trust Your Own Senses” will be the slogan of the campaign.
Objective 1: Create a community
We will introduce a community within the app where you can rank the delivery driver (just as in the app Uber) and the restaurants/cafes in terms of taste and layout.
Social Media Strategy: To encourage customers to interact, and restaurants/cafes/employees to always deliver their best, the app UberEATS will give out incentives in form of certificates. For instance, “certificate of most ordered restaurant of the month/year”, “certificate of the most engaged customer”, “certificate of the best rated restaurant of the month/year”. To promote this we will also take help from their Facebook-, Snapchat- and Instagram-account.
Objective 2: Create brand/service awareness
Increase the brand/service awareness by creating the perception of UberEATS as the most trustworthy, simple and convenient delivery company.
Social Media Strategy: A viral campaign will be launched and spread through Snapchat and Instagram. Employees at UberEATS will in different ways surprise people, it can be anyone – the delivery man, the restaurant or the customer – to show appreciation and spread a joyful spirit. This will create a buzz and hopefully create increased brand/service awareness while positioning the company as a provider of a caring community.
Objective 3: Increase the usage of the app
Making UberEATS the most used app in the food delivery market of Singapore.
Social Media Strategy: the social media strategies for objective 1 and 2 will be used to achieve this objective.
We have the ambition to get an interview with a social media manager at UberEATS, because we would like to get deeper knowledge about their current social media strategies and also to learn more about their target audience.
In addition, to get more insights about potential customers we will not only analyse the current strategies of UberEATS, but also those of the competitors Foodpanda and Deliveroo. Consequently, we will have benchmarks for measuring success on social media since they are ahead of UberEATS right now on all social media platforms.
Since the bulk of all food orders are made through the phone application, this is where we will find our target audience. Therefore, we made the strategic choice to optimize our social media strategy for handheld devices. Another reason for choosing to focus on mobile users is that there is still a lot of growth potential for advertising on that platform.
Furthermore, we have plans to execute a survey. The purpose of the survey is to receive more information regarding the consumer’s perception of UberEATS to see how big of a challenge we are meeting.
UberEATS current activities on social media:
UberEATS are very active on their social media platforms. They are constantly reaching out through promotions, for instance, on their Instagram they have launched “Download the app, find what you´re craving, and get $15 off 1st order using SGUBEREATS” and “Share this code (eats-x5134a6eue) with friends. When they use UberEATS for the first time they get $10 dicount on their first order and you get $10 discount on your next.”. On their Facebook they have launched “New to UberEATS? Use the code UBEREATSSG10 to get $10 off your first order!”.
Therefore, their promotions are a part that we perceive that UberEATS are doing well on their social media platforms. Through them, they attract new customers who might not be truly loyal to any specific company yet. However, we feel that their current activities on social media lacks personal service and feeling. We will try to improve UberEATS presence and interaction on Facebook, Instagram and Snapchat by creating a more vibrant and interactive community among customers.
By: Elias John Andersson, Lieke Lepoutre, Sofia Linnea Maria Drottheden