“You are what you eat”, is the most common and probably the most undermined saying of all time. Food tech industry could really use this saying as a great insight in order to understand their customers better, just saying. It doesn’t matter if you are a big-time foodie or just an average person, you deserve good food. The development in the food industry has seen quite a rise over the course of a few years with more effortless delivery services. You don’t have to dress up and go to a restaurant to enjoy delicacies. There are many online food ordering and delivery services to choose from that allow you to enjoy your meal in your sweatpants in your bed.
In this case study, we have examined 6 major on-demand food tech startups on the basis of their perception by people in their online conversations. The food tech startups in competition for this case study are UK- headquartered Deliveroo, Just Eat, Hungryhouse, Germany- headquartered Foodpanda, India- headquartered Zomato and food tech extension to the Uber family, UberEats.
What matters most to the foodies
Using our media monitoring tool, Karna, we analyzed the online conversations around all 6 on-demand meal delivery services for a month. The following pie charts demonstrate the most discussed topics when it comes to food delivery services.
Well, not to our surprise, food quality is what people care about the most. The data related to each of these categories help the food delivery services to gain insights regarding what is important to the customers. For instance, improving the food quality would be more drool-worthy than planning on offers and discounts.
Brand Association with the Most Discussed Topics in Online Conversation
The following stacked bar graph is the representation of the online indexing of the conversations concerned with all the brands.
The above results depict varying scores earned by the brands in different categories. Just Eats gets the maximum credits for offers and pricing schemes while slipping slightly in the food quality and overall customer experience. Deliveroo tops the food quality domain but lags in the other two areas. The customer experience remains nearly similar for all except for Zomato. The overall credits in all the categories favour UberEats as our victor among the world’s best food tech startups and Just Eat settles for the runner-up with a marginal difference for this case study.
Using insights from the study
These findings can be a strong contribution to important decisions on how to direct the business and brand image. For example, with the most impressive offers and pricing, Just Eat could work a little on timely delivery, a customer support system for better customer experience to claim the best in class services. Deliveroo could also draw similar insights.
Consumer priorities vary from time to time. Brands should know what parts to work on to keep their customers satisfied and maintain their reputation. These are just a couple of insights we drew out for this case study on food tech startups.
At Karna-AI, a ParallelDots product, we deploy a range of cutting-edge AI techniques to derive meaningful insights from large chunks of unstructured text. This can be of great use to brands, market research companies and consulting agencies of all kinds. If you have any questions or suggestions, we would love to hear from you. our social media handles Facebook, LinkedIn, Twitter and Medium.
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