Introduction
With the slow lift of restrictions, life is gradually returning to normal. People, on the other hand, still do not feel comfortable physically being in stores and prefer to order what they need online and get it delivered to their houses, and restaurants are no exception; the figure below shows the forecast numbers for online food delivery market from 2017 to 2024 in the United Kingdom. From 19.2 million to 36.2 million in 8 years.
The figure below shows the revenue of the online food delivery market from 2017 to 2026 in the United Kingdom. From 3.5 billion Euros to 12 billion Euros in 2021, expected to reach 20.6 billion Euros by 2026.
The question here is how Peng's takeaways will be able to be part of this upscale trend and use this opportunity to expand his business.
With our marketing campaign channels identified, we will need to:
Scope the specific objectives of each digital marketing channel
Quality, KPIs & data used for measuring the campaign impact
Time: start & end dates of the campaign
Resources: financial, in-house human, social resources and challenges.
Scope:
Objective:
Identify ways to increase revenue using digital transformation.
Channels:
Integrate with third-party providers
At the start of the campaign, integrating third-party online food delivery platforms is essential as it allows access to an established customer platform which can act as a short-term goal until the creation of the in-house marketing methods.
Use social media platforms (Facebook, Instagram) through paid advertisements and influencers.
Create a website and a mobile application
Having an in-house website and application is a long-term goal.
Website
The website's primary purpose is for sales and to promote Peng takeaway services online. Success in achieving this primary purpose.
Mobile application
Mobile apps provide customer-appropriate content and a personalised experience. Analysing user behaviours, geography, language, and interest apps can tailor a delightful experience for the customers. Further, the mobile app offers customisation provisions for the users to set their preferences.
Agreeing on which of the three types of mobile applications:
Native application: One platform, i.e., Apple iOS, Google's Android, or Windows Phone.
Hybrid mobile application: Multiple platforms
Web application
There are over 4 million apps in the Google Play and Apple App Store combined, according to statista.com.
The figure below shows how popular downloading applications are. Not having one will put Peng out of the game.
Use virtual counters
To achieve this task, we will need to transform all the paper menus to a digitised version of a restaurant menu available to the customers over a counter kiosk inside the shops and QR codes printed and distributed around the area of operation and new potential locations.
Quality: KPIs & data used for measuring the campaign impact
Utilising and enhancing Search Engine Optimisation (SEO).
Website creation and mobile development
More engagement on social media platforms and increase the reach.
With the above steps cleared, we expect to upscale by 40 %.
Time: start & end dates of the campaign
The campaign timeline will be six months to achieve the sales target.
Resources: financial, in-house human, social resources and challenges
There are various challenges that businesses have to go through while transforming digitally, such as,
Financial constraints to kick start the digital transformation journey
Lack of expertise in operating within a digital environment.
Wrong interpretation of data analysis as the data starts building up to identify the trends.
Introducing change in the working environment might have some rejection from the staff in the initial stages, fearing they will lose their jobs.
Peng's take away digital maturity
Peng's Takeaways' digital maturity level is classified at the non-digital level. They do not have a website or mobile application, and their interaction with third-party applications is not fully utilised.
New Business Process Model
References
Heinze, A., Rashid, T., Fletcher, G. and Cruz, A., 2016. Digital and Social Media Marketing. Routledge, Taylor & Francis Group. (P 16 - figure 0.20 the complete buyer persona spring).
Heinze, A., Rashid, T., Fletcher, G. and Cruz, A., 2016. Digital and Social Media Marketing. Routledge, Taylor & Francis Group. (P 34 – Figure 1.4 The digital business Maturity Model).
Sketchbubble.com. 2022. Scope Triangle. [online] Available at: <https://www.sketchbubble.com/en/presentation-scope-triangle.html> [Accessed 23 August 2022].
Statista. 2020. COVID-19: food delivery companies used in Britain | Statista. [online] Available at: <https://www.statista.com/statistics/1107313/covid-19-food-delivery-companies-used-in-great-britain/> [Accessed 23 August 2022].
Statista. 2021. Number of users in the Online Food Delivery market in the United Kingdom 2024 | Statista. [online] Available at: <https://www.statista.com/forecasts/891085/online-food-delivery-users-by-segment-in-the-united-kingdom> [Accessed 23 August 2022].
Statista. 2022. Biggest app stores in the world 2022 | Statista. [online] Available at: <https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/> [Accessed 23 August 2022].
Statista. 2022. Global iOS & Google Play app downloads by quarter 2022 | Statista. [online] Available at: <https://www.statista.com/statistics/695094/quarterly-number-of-mobile-app-downloads-store/> [Accessed 23 August 2022].
Statista. 2022. UK: online food delivery market revenue 2017-2026 | Statista. [online] Available at: <https://www.statista.com/forecasts/1298580/uk-united-kingdom-online-food-delivery-market-revenue> [Accessed 23 August 2022].