How to promote a food delivery service. Promotion of food delivery, pizza, sushi We carry out long-lasting promotions

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Business in the field of public services is a worthy niche for starting your own small business. Modern life is a time of high technology, a universal desire for success, total employment and high speeds. People are busy 24 hours a day. But they need to eat, wear clean clothes, live in a comfortable home and move quickly. Therefore, they are happy to use the services of cleaning companies, dry cleaners, laundries, taxis and food delivery to their home or office.

Food delivery is a modern promising business

Food delivery to your home or office gained popularity several years ago. The service continues to develop, changing forms, expanding the range, and applying new technologies. More recently, delivery was limited to a woman arriving at the office with simple home-made food in containers and ordering sushi or pizza over the phone.

Now you can order any food and drinks at any time of the day using mobile applications. The service for accepting orders is being improved and delivery methods are being improved. Speed ​​of delivery and quality of food matter. There are many offers on the market, however, there is a prospect for creating your own service. Especially if you think through your corporate identity, determine your target audience, and correctly structure your food delivery advertising.

The place of advertising in business promotion

It's difficult to single out the most effective food delivery advertising. Efficiency largely depends on specialization. Homemade food, fast food, prepared foods, eco-food, drinks and snacks are interesting to different groups of customers and require different approaches to advertising. If for teenagers the most effective advertising of burgers and favorite drinks on the Internet, then for office workers it could be a banner located near the business center. In any case, successful business promotion without promotional activities is impossible. Advertising for food delivery should be bright, noticeable, and colorful. It should motivate you to place an order right now.

This business has a big advantage over other services. There's a lot to show here. Appetizing buns and juicy meat, fresh vegetables and delicious desserts. A beautiful food delivery ad can create an immediate desire to place an order.

The importance of photography in food advertising

The importance of photos in food delivery advertising is difficult to overestimate, so I would like to especially highlight this element. Visual perception actively influences consumer choice. In food advertising, this rule works flawlessly. Therefore, it is necessary to pay attention and allocate a separate budget for creating high-quality and vivid photographs of the food that will be offered to the consumer. Moreover, in conditions of remote ordering, the client does not have the opportunity to see, smell or taste the dish he is about to order. He will have to navigate by photographs.

When creating high-quality photographs, specialists, as a rule, do not use real dishes as the subject of photography, but create beautiful imitations from a variety of materials so that there is color, texture and saturation. This includes gelatin, starch, and sometimes even inedible substances such as polyethylene. The main thing is that it is beautiful. But it is important that when delivered, the actual dishes are identical in appearance or very similar to the advertising pictures. The client should not be disappointed when he receives something completely different from what he ordered.

Determining the target audience

You can approach choosing a niche in the remote food ordering market from two perspectives. Based on the offered assortment, determine the target audience. Or first understand which group of clients is more profitable to serve, and create an offer based on the requests of this group. In any case, you need to know your target audience. It is impossible to please and be needed by everyone. This strategy can lead to negative results. Knowing your client, it is easier to establish communications with him, understand his needs, reflecting all this in an advertising proposal. For example, if the focus is on providing food to office employees, you can focus on saving time, healthy eating and affordable lunch prices. These same accents can be reflected in advertising photographs.

And if you plan to start delivering children's food or family lunches, then the concept is built on fun advertising for food delivery. Being able to please children is a special skill.

Definition target audience is also important for creating a competent commercial proposal.

Commercial offer

A unique commercial proposition is the basis of a successful advertising campaign. The food delivery advertising text should be informative, simple and exciting, since the client is at a distance and has to make a choice based on his own impressions of the text he read. Depending on the form of advertising, the text can be a full-fledged commercial offer or consist of one or two phrases.

It is best to think over your own text content for each sales channel. If this is outdoor advertising, it is important to come up with a bright and memorable phrase that best reflects the company’s idea. If this is an official letter, then it is important to briefly convey to the client all the benefits and advantages that he will receive by using the service. The style of the commercial proposal must also be verified to the smallest detail. It’s one thing if the appeal is sent to busy adults, and completely different when the clients are children or participants in holidays and entertainment events.

Traditional types of advertising

In the modern world of advertising, new and unusual forms emerge every day. You can create an inscription in the sky using airplanes or lasers. Or arrange a unique soap bubble show. Very impressive, but expensive. Along with innovation, traditional forms of promotion remain quite effective. Advertising for a food delivery service will look harmonious on public transport, street banners, and in the local newspaper. If your budget allows, you can run short-term but active advertising on local television so that as many people as possible know about the delivery service.

Social networks are an excellent tool for promoting the services of almost any company related to catering. This article, in which we have prepared a list of the most relevant recommendations, is based on many years of experience and many successful projects in this area. But let's get straight to the point!

Decoration comes first!

Before starting any work, you must first understand that everything related to food It should look beautiful and appetizing! This includes the design of the community, the style of publications and advertising posts, the contents of the menu, the design of products and photo albums, in general, everything that a potential client sees in your group.

Example of bad design:

An example of good design:

Target audience and where to look for it?

This niche is quite competitive, which means we will have to try hard to find the most interesting segments.

Firstly, let's learn to turn minuses into pluses. Greater competition means that if you try, you can find a larger number of communities of competitors who regularly interact with the audience we need. We will collect them! Do you know your competitors by sight? Great, let's put them in a separate list, and in the meantime, let's take advantage of the capabilities of any parser that can find communities using keywords.

Using only basic phrases in just a few seconds, we were able to collect 63 target communities in Moscow. Showing a little more ingenuity, the quantity:

After this, we will analyze the resulting list for the ratio of banned users. Communities with a large percentage of “dogs” are most likely to be scammed by bots, which means such communities can be safely excluded from the list of quality groups:

Moreover, we will definitely set up automatic advertising for everyone who has been active in these communities over the past 7 days. Thus, this segment will be one of the hottest in the entire advertising campaign.

If you are promoting a coffee shop, restaurant or bar, then you must approach the selection of competitor communities accordingly.

Secondly, it is worth analyzing websites that deliver food in your region and have an authorization widget using VKontakte. For example, ZakaZaka alone has about 22 thousand users in Russia. This is a great audience to target!

Third, it’s worth trying to advertise to representatives of the IT industry. Programmers, web designers, and freelancers often make the mistake of ordering food home or straight to their workplace. This is a relatively good hypothesis for a test.

Fourth, it’s definitely worth working on the student audience. These are people who are fluent in the Internet, use mobile applications for a variety of tasks, and if you offer them a good promotion or competition, they are likely to try your services.

Fifthly, if your service/cafe/café/restaurant is located or delivers to certain areas of the city, be sure to try geotargeting settings, which are a relatively new feature in VK!

At sixth, it’s definitely worth trying the audience of birthday people and their significant other! Give them a nice discount, free dessert or other treat and get a hot lead!

Seventh, keep experimenting! There are at least a dozen more different approaches that can be applied in this niche. Never stop there. In the meantime, let's move on to some practical tips!

How to increase advertising effectiveness?

- Time is of the essence. Try increasing your bid when your audience is the hungriest. Delivery services have good sales during the lunch break and evening. Remember that a hungry person is much more likely to buy =)

- Don't be afraid to entice people with contests and giveaways! Of course, you will encounter a lot of freeloaders, but the right business processes will help turn them into loyal customers. Offer him a killer discount on his next purchase, add a personalized card to his order, surprise him with cool packaging. There are 1000 and 1 methods to increase customer loyalty and encourage repeat purchases, but we'll talk about that a little later.

- Create a competent content plan! Don’t forget to alternate promotions and competitions with interesting facts about food, photos of your chef’s cooking process, reviews from satisfied customers, and everything that can increase confidence in your brand!

- Cover your clients' pains! Focus on speed of delivery, quality of products, and affordability. Every business has its own unique selling proposition. Beat him!

And finally: use juicy images. We have already emphasized this several times, but believe me, this is not without reason! In the area that is related to food, you can find just a huge number of really juicy pictures that really influence the perception of customers. Take advantage of this!

In modern business, you need to look for new ways to make money, because in everything that has already been invented and developed, there is huge competition - it is very difficult to enter such a market and this requires a considerable amount of money. We will create a food delivery business plan and build our business in a market that has just begun to develop - food delivery services have not yet become popular and a novice businessman has every chance of becoming successful in this field. The main thing is to follow our advice and try to save on costs wisely. It is not necessary to immediately buy the best equipment, a car, rent an office for twenty people and spend half a million rubles a month in the hope of quickly recouping. A food delivery business pays for itself in an average of 6 months, while half of this period will not even pay for the operation of the enterprise.

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The main thing that a novice businessman should remember is that without clientele there is nothing to even start with. If you do not have a constant flow of clients who bring their money, then the business will only bring losses and nothing more. Moreover, the client base must constantly grow and be replenished with new people. A well-thought-out advertising campaign will help you recoup your business, but first you need to lay its foundation.

Food delivery business plan: creating a website

The first thing your customers will look at will be the web resources where they will order products. You should hire a good designer who is already working in this field and create with him a convenient resource for ordering food. Make sure that all dishes and drinks are photographed as realistically and pleasantly as possible for the user, so that the product would be desirable to order. Photos of dishes can be taken from manufacturers' websites. To do this, you just need to ask restaurants and cafes for permission to use their photos. No one should refuse - this is unnecessary advertising. Website design and coding will cost 4 thousand rubles.

After you create a website that is convenient for ordering and viewing food, you need to put it on hosting and buy a domain name. Domain name in oblast.ru costs 99 rubles, come up with something unique and interesting that would be easy to remember and reproduce. You also need to buy yourself hosting, we’ll choose the cheapest one - we won’t have a huge flow of clients at the start of work, and then, if necessary, we’ll increase tariff plan hosting. Monthly hosting costs are 70 rubles.

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At the start, you will not have a large assortment of products on the site. You need to gradually add all the establishments in your city to the site so that the client can order what he likes most. In addition, you can try to conclude a discount agreement with establishments from which there will be a lot of orders. You advertise their establishment and increase turnover, why not give you a discount?

Finding clients for a food delivery business

We need a good client base that generates regular income, without this we will not break even. Before hiring staff and buying equipment, we will advertise our website and recruit clients. The food delivery business plan will increase by a small amount, which will go towards advertising flyers. Print lots of colorful flyers with the website address and a picture of drinks and food. These leaflets can be left in the hostels of your city, offices, or thrown into the mailboxes of residential buildings.

These are the three biggest customers who order food for delivery. Students who are too lazy to travel around the city in search of elite drinks and sushi, office plankton who do not have time to go to a normal cafe to eat, and families who want to diversify their diet.

Some students will bring you a considerable income - in any larger city there are many universities, and each university has dormitories. Leave leaflets with the number at the entrance and update them periodically. Repeat the same with offices - leave a couple of dozen leaflets at the entrance and they will definitely call you during their lunch break. With residential buildings there is generally freedom, you can travel around the whole city and leave in mailboxes flyers with advertisements constantly. About ten apartments from the entrance will be interested in food delivery, imagine how many customers there will be from the whole house.

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We must not forget about advertising on the Internet. Social networks have become an excellent platform for advertising your business, so why not develop your food delivery business plan along this path. Find the most visited groups in your city, agree on an advertising post, or several posts, and pay for it. No one promises a hundred clients at a time, although this is possible, but clients will appear and your business will not be idle. Repeat advertising in in social networks once a week to achieve maximum effect.

Don’t forget about advertising for a second - tell your friends and acquaintances, distribute leaflets to everyone, leave them in the places we recommended, distribute advertising on social networks and clients will appear.

Renting a car for a food delivery business

We will use a small DaewooMatiz vehicle to deliver food. This car has all the advantages we need. The car is small and requires very little fuel to move, which will reduce our operating costs. In addition, we don’t have money for a new car, so we will rent it - rent costs 800 rubles per day. Many novice businessmen take big cars and lose extra money on rent and gasoline, we don’t need this. It is also worth noting the advantage in parking - the car is small and even if you have delivered an order and there is no parking space, you can squeeze in a small Matiz. It will cost 24 thousand rubles a month to rent a car, and another 4 will be spent on fuel.

Food delivery business: equipment and personnel

You don't need to buy many pieces of expensive equipment to successfully deliver food. You need to buy one bag with thermal protection and that’s it. It can be placed either in the back seat of the car or in the trunk. If there are a lot of orders, you can buy two bags and put one in the back, the other in the trunk. The price of the bag is 2 thousand rubles. You need to buy a large bag so that the driver does not have to go every time to pick up orders - he stops at different cafes and restaurants along the way, picks up the orders and delivers them to the points.

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HR policy is an important element of a food delivery business plan. I wouldn’t want to spend 15 thousand rubles a month on a driver’s salary; you can do this work yourself. A novice businessman should not disdain this work, especially since it will save a considerable amount of the budget. When the business grows and there are a lot of clients, you can hire a driver and pay him for his work, while you continue to perform the duties of a driver in a separate car. Only when your income is stable and you have repaid the business can you stop working yourself.

Income and expenses of a food delivery business

Our new business will not be particularly expensive due to the fact that we do not need to buy expensive equipment and we do not need an office. You simply create a website that will generate an order. Then, you order food or drinks in the desired cafe, pick up the order and deliver it to the customer. The site will cost us 4 thousand rubles, hosting and domain will cost 170 rubles. Let's add here the cost of purchasing bags with thermal protection at 2 thousand apiece, we need two of them. One-time expenses end here; there are only operating costs left. Advertising with leaflets will cost 3 thousand per month, and advertising on social networks costs the same. A rented car is the largest expense item - 24 thousand rubles per month. As a result, opening costs are 8,170 rubles, operating costs are 30 thousand rubles per month. Even a novice businessman can handle such a budget.

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Now let's talk about ways to earn money from your business. There are two options - add a markup for each product or set a delivery fee. Payment for delivery always works worse, people look at the delivery fee and think that it is better to look for something else or just go to a cafe to buy the goods. It’s another matter to set a 15% markup on each product, but there’s a huge sign on the website “ Free shipping" It is very difficult to calculate the average bill in this business, but clients rarely order less than 1,000 rubles. From one client we will receive a net income of 180 rubles. Taking into account operating costs, you need to serve 5 clients a day to pay for yourself. Will you pull it?