COVID restrictions have all but killed dine-in eating – for the time being at least – meaning we’re left with takeout, delivery, or cooking at home. In the past couple of years alone, the number of Singaporeans using food delivery platforms has skyrocketed. This change is likely permanent, as more and more dedicated food delivery businesses have opened their doors to customers. In the first few months of the coronavirus outbreak in Singapore, a whopping 600 restaurants joined Deliveroo alone. But this steep number means there’s going to be intense competition in the food delivery business world.
How do you stand out from the competition?
A food delivery business is primarily online, so you need to know how to brand your restaurant in the digital space. Your location won’t be attracting dine-in customers, and therefore won’t have a physical presence when it comes to attracting customers.
Here are some of the best tips and growth hacks to drive success and popularity for your food delivery business in Singapore.
#1 Get professional photography and videography done
Professional photography and videography work wonders in terms of making your food look appetising and professional. For people on the fence deciding where to eat, good photos are more often than not the deciding factor that helps them choose where to eat. No matter the type of cuisine, having a professional food photographer or videographer provide you with materials is one of the easiest and most effective ways of growing your brand.
Don’t forget that these materials can often be reused in several different ways, ensuring that you’ll get your money’s worth for as long as your menu and dishes stay the same.
#2 Build or improve your website
As a food delivery business, online marketing channels are at the heart of your business. A well-designed, intuitive, and aesthetically pleasing website is one of the most important factors in this.
Unless you have an in-house expert, it’s probably best to consult a third-party company who specialise in creating websites that drive growth. You’ll need to consider user experience, site speed, creative copy, attractive visuals, and much more.
Don’t forget to include an easily accessible online menu on your website. This is arguably the most important part, as visitors to your website debating whether to order the food or not will want to know exactly what’s on offer. If they can’t load it, can’t find it, or it’s not accurate, they’ll simply head to one of your competitors.
#3 Engage in Search Engine Optimisation (SEO) work to boost your website’s traffic
Spending money on building up a nice website is great – but it would be all in vain if it wasn’t showing up in search engine results pages. SEO, or Search Engine Optimisation, is the act of improving your website in any of several ways to get search engines like Google to favour it over your competitors. In fact, up to 32% of all clicks go to the first result, and only 0.78% of searchers reach the second page.
But SEO can get quite complex – so either spend the time needed to learn all the different aspects or consider hiring an SEO agency to get the job done quickly. SEO involves everything including conducting proper keyword research, creating new website copy, optimising images, improving your website’s coding, building backlinks, and much more.
Don’t forget to also have a Google My Business (GMB) listing, too. By giving Google the information it needs to have a profile for your business, it can help direct far more traffic to your food delivery business.
#4 Run Google Search Ad (SEM) campaigns
SEM, or Search Engine Marketing, campaigns perfectly complement SEO work. SEO results take a while to appear – but when they do, they provide a consistent stream of organic (free) traffic. SEM, on the other hand, can provide instantaneous results – but you’ll need to pay while they come through.
In short, SEM campaigns include running adverts on search engines like Google. They are a proven and effective strategy to boost the amount of traffic your website gets from searchers and get more people ordering your food.
#5 Cultivate and grow your social media presence
Not everyone will be finding and visiting your website – that’s the nature of the online world. Many people prefer to use social media to research brands and restaurants, so having an official page on Instagram, Facebook, HungryGoWhere and the likes is vital to get your restaurant in front of as many eyes as possible.
Consider engaging with Key Opinion Leaders (KOLs, or social media influencers) to run sponsored content marketing in which they will review or try your food, then share on their channels with their followers.
#6 Don’t forget about offline marketing strategies
There’s no doubt about it – dine-in food culture is at the heart of some of Singapore’s busiest districts. Many of these restaurants rely on banners, signs, and offline marketing techniques to get people ordering their food.
Just because you’re running a food delivery business without a dine-in area doesn’t mean physical marketing is redundant. Leaflets, fliers, and more can be used to your advantage to help spread brand awareness about your food delivery business and build up your customer base.
#7 Run seasonal or temporary promotions, offers, & discounts
This marketing strategy is used by businesses in all industries – and it’s nothing new. That being said, it can work incredibly well for food delivery businesses looking to push virality.
Everyone loves discounts, and many of us won’t pass up a good deal when we see one. Where this strategy shines is building up a customer base. For people who have never tried your food before, this can be all they need to take the plunge. Once they’ve tried it, your good food should be enough to keep them coming back.
#8 Create a loyalty system
To keep regular customers coming back, you should find a way to reward them. This can be done through your website, through an app, or another online basis. The principle is simple, and no different from stamp cards in dine-in restaurants.
#9 Use email marketing to your advantage
Email marketing is known to be one of the most effective digital marketing techniques. People are generally far more receptive to emails with promotional offers, making this a great way to contact your audience and generate more interest in your food.
#10 Understand why people love your restaurant in the first place
Do people love your food because its great value for money? Because it’s the best tasting Thai food in the city? Every food delivery business has a strong point, and it’s your job to find this and focus on it.
If you create good food that your customers love, growth will come steadily and naturally through word-of-mouth.
Have any questions?
Smart City Kitchens is the leading CloudKitchens® delivery kitchen and food technology supplier in Singapore. We understand what it takes to drive success for your food delivery business. Interested in our solutions? Send us an enquiry today.