The Challenge

 

In a competitive food delivery app market, our client needed to understand customers in greater depth to build compelling marketing campaigns that would fuel loyalty for their brand. They sought to uncover the rituals, needs, and motivations behind the 'Great British Takeaway' to differentiate themselves in a crowded marketplace.​​​

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​​​Our Immersive Approach

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A diverse group of families and households were carefully selected from various demographics across the UK. Participants represented a range of ages, family structures, and takeaway habits to ensure we captured a comprehensive view of the British takeaway experience. Our approach was designed to capture genuine insights into the takeaway experience from start to finish.

 

• Food diaries: Participants documented their cravings and ordering habits

• In-home ethnographic sessions: We spent time with families before, during, and after takeaway meals, observing their natural behaviours and interactions

• Unboxing process: We observed how food was shared and consumed, including the handling of leftovers and how the experience influenced future ordering decisions

• Focus group discussions: These observations were complemented by focus group discussions where participants could reflect on their experiences and share deeper insights into their motivations and preferences

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The Result​

 

Our research provided our client with fresh insights into what really happens during the process of ordering and sharing takeaway at home. We uncovered the rituals that surround takeaway nights, from the anticipation of the delivery to the way families negotiate menu choices. 

 

This included insights into pain points in the current takeaway experience, as well as moments of joy the brand could amplify in their marketing. The insights enabled our client to refine their app features, marketing strategies, and overall brand positioning. By understanding the full context of the takeaway experience, they were able to create more meaningful connections with their customers, driving loyalty in a highly competitive market.