Positioning Tech and Food

The Challenge

Helping a food delivery service client rethink its positioning and communications around a new product offering, to drive user acquisition and retention.

It’s not uncommon for brands to introduce new offerings… we all know this. But the challenge comes when the brand needs to successfully differentiate its offerings from each other. In this case, our client––a food delivery service app––wanted to understand what their new offering centered around delivery-only kitchens should stand for and why people should believe in it. It was critical not only for the team to understand what makes this new offering different from their main business, but also what value it brings to people.

The Approach

By first understanding people’s relationship with food delivery services and the brand itself, we explored what was currently going really well and then what could be optimized. While on the path to create and refine 6 new concepts for this offering in the UK and Singapore, we helped the team contextualize each response in order to identify opportunities for the brand through cultural and market nuances.

The Impact

Our work greatly helped the team hone in on lead positioning and messaging criteria in both the UK and Singapore. Aligning on people’s needs and cultural nuances was key to identifying the winning positioning––one that is live and well in the market today.