It seems like nobody cooks anymore. There are ads for food delivery services left and right; you almost can’t leave your apartment without seeing one. So how do you stand out in such a vast market? Here’s a look into five different food delivery services and the similar and different strategies they use:
1) Seamless
With about 234,000 orders placed per day, Seamless is currently top of the market in food delivery services. The uniquely bright colors and clever one-liners draw attention, and customers.
2) GrubHub
GrubHub’s ads use a more pastel color palette than Seamless, and depict meticulously arranged food. Their ads focus on the simplicity of the process of ordering food online, instead of using Seamless’ bandwagon technique (i.e., implying that all New Yorkers use Seamless.)
3) Uber Eats
Uber Eats’ ad campaign idea was uniquely simple–just use the layout of the app to depict the route that your potential deliverer could use to bring you food. The campaign utilizes neutral colors and an unobtrusive font. The result is straightforward and to the point.
4) Caviar
Caviar’s campaign could use some angling. Right now, their ads say things like, “Love great food? Try Caviar!” A little too simple. Perhaps Caviar could take a lesson in angling from Seamless.
5) Eat 24:
Okay, let’s talk about Eat 24’s ad campaign for a second. I’m shocked that I’ve only come across the ads recently. The ads that they launched are shockingly sexual, all contributing to the idea that they are “the food delivery service for sexy geniuses.” This is an interesting approach to food marketing, though the more traditional techniques utilized by Seamless and BGrubHub seem to be more effective, judging by daily users.
It’s tough to think of unique approaches in such a crowded market, and interesting to consider how the competition is handling the challenge.
By: Ilana Weinberger
