What should be in a food delivery marketing plan in Singapore?

What should be in a food delivery marketing plan?

You as an F&B operator would want to know:

Who (the audience persona) that are actively ordering food online.
Where is the best area for food delivery - most orders and readily pick up by delivery riders.
When is the best time to market your food delivery
How you can promote your food delivery
What you can do to lower the cost of your food delivery marketing.

Who is ordering food delivery?

The easiest way to ascertain your audience persona is of course to create a hypothesis and then run a campaign through Facebook.

Choosing your audience and then sussing out the audience that reacts to your ads would give you your audience.

You can also leverage tools such as SEMRUSH:

go to your food delivery platform (e.g. Food Panda),
Zoom in on the top pages that are related to your cuisine
then see the type of keywords that people are searching for with regards to your business.

This would also give you an insight into the intent and phrases that people are associating with your F&B niche. (lookout for the F&B lecture that we will be doing on this as well).

Where is the best area to be doing food delivery?

We know many restaurants and cafes are planning for island-wide delivery (e.g. in a country such as Singapore), however, in terms of advertising budget, this reduces your competitiveness. That means, you are less competitive and will tend to pay, for a similar advertiser that is targeting a specific area.

The fact that most F&B operates from a location highlights the importance of this geographical variable. Here are two things that you can do:

If you are already operating in a current location:

Create ads on a few locations
Drive them to your delivery providers
Sieve out the ones that offer the best value, least expensive advert with good delivery orders.

If you are looking for a new location, take note of a few points:

Find a location that has a high density of potential orders for deliveries within a 3 to 5 KM radius (the usual range for most food delivery platforms).
Make sure that that location also has a number of other food options. This is because delivery riders do not want to go to areas with limited food establishments (delivery riders make money by making deliveries, so the more orders they can fulfil from one area, the more likely they will go to this area.).

Case study 1: Some time back, we were trying to promote food delivery for a central kitchen, there were orders, but no delivery riders pick up the orders, as that is the only order that they are getting.

Case Study 2: Ghost Kitchen just beside a shopping mall.

This ghost kitchen is in Tampines (Singapore), about a 5-8 minutes drive from a popular shopping mall in that area (Tampines Mall). It is a local market that has established eateries such as McDonald's, KFC, Pizza hut, Coffee Bean and Tea Leaf and an array of other local restaurants and eateries.

This is an example of a good location that delivery riders would come to due to the many food establishments (higher chance for them to be fulfilling multiple orders in one visit).

When is the best time to market my food delivery?

While lunch or dinner is likely to be the best timing for your food delivery, in a previous test involving a coffee chain, the best ROI was actually breakfast.

If you are able to provide food outside the usual crunch time, you are likely to enjoy lower advert costs, thus a better margin from your food.

If you need to advertise during the peak period, evaluate and zero in on the slot that has the return of investment. For example, if you spend lesser in advert during lunch yet achieving the same revenue, then that is the slot for you to scale up.

How can I promote my food delivery?

So, other than advertising on various social media and leverage Google ads, what can you do? Giving perks and benefits to your customers is the best way to promote your food delivery.

It can be as common as free delivery or free gifts based on the amount of food that they purchased.

What can I do to lower the cost of my food delivery marketing (any other activities)?

In the earlier section, we have spoken about knowing where and when to advertise to lower your advert cost.

To lower the cost of your free gifts to your customers, one best way is to leverage on partners (cross channel marketing), some of them might even give you free gifts (no charges).

If you are keen to find a partner for your cross channel marketing and enjoy free gifts and vouchers as promotional items in your food delivery marketing plan, drop us a message below.

About US | OCM Profile

OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).

In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:

OCM's campaigns: F&B Marketing Ideas by OCM

OCM's Events: F&B Industry events by or with OCM

Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.

Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:

OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.

So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:

For regular coffee (F&B) related videos: OCM Youtube

For Daily Coffee Inspiration (fun coffee content): OCM IG

For insights into the coffee (F&B) industry: OCM LinkedIN

PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).

Featured coffee brewing method: How to prepare V60 Coffee?

Previously: Making Coffee with a Coffee Sock.

What should be in a food delivery marketing plan in Singapore?

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