Food Delivery Apps: Marketing Strategy Case Studies Part 1
Meet Randy Watkins, Man of Delivery commercial by Uber Eats and Delicious At Your Door by DoorDash are two examples of marketing campaigns by food delivery apps aimed at customer acquisition. Both commercials consumed millions of dollars with Uber Eats spending $9 million during March and DoorDash $6.5 million on measured media during quarter one of 2019. Full details on each commercial are provided in the following sections.
Uber Eats — Meet Randy Watkins, Man of Delivery
- Uber Eats spent an estimated $9 million during March, specifically the March Madness NCAA men’s basketball tournament to run Meet Randy Watkins, Man of Delivery commercial.
- The campaign dubbed 'Meet Randy Watkins, Man of Delivery,' was aired on 60 broadcasts, of which 28 were during primetime. It was also run on digital and social media channels.
- The campaign done on the national TV attracted over 228 million impressions. Uber Eats — Meet Randy Watkins, Man of Delivery campaign, was run by creative agency Anomaly LA.
- iSpot.TV rated the commercial at 89% positive sentiment. On Facebook, the commercial elicited positive comments and reviews. The post received 101 likes on the platform, 97 comments, and 28 shares.
DoorDash — Delicious At Your Door
- DoorDash launched the Delicious At Your Door campaign on January 15, 2019, by agency M/H VCCP and was set to run up until March 31. The commercial was run on "broadcast, digital, social media, and out-of-home channels."
- Martin Agency, DoorDash's new creative agency, noted that the company spent $6.5 million on measured media during the first quarter of 2019. The commercial was aired 3,242 times, had an engagement rate of 3.8, and a 69% positive sentiment score.
- A few weeks following the launch of this commercial, DoorDash reinforced its industry-leading position. Edison Trends recognized DoorDash as the on-demand food delivery app capturing the biggest U.S. market share of total customer spend.
- DoorDash sales share rose from approximately 25% in January 2019 to 35% as of September 2019. According to YouGov data, the Delicious At Your Door campaign awareness score jumped from 6% in January to approximately 10% on February 20.
In finding the two case studies of food delivery apps' marketing strategies, your research team started by examining the campaigns run by the fastest-growing food delivery platforms. In this regard, we checked for the most recent national campaigns ran by Uber Eats and DoorDash. Luckily, we found two examples of commercials from those companies by leveraging data published by iSpot.TV, Table Skift, Winmo, Edison Tech, AP News, Restaurant Dive, Facebook, YouGov, and Media Post. These sources contained relevant findings addressing the different parts of the campaigns, such as how it was run, how the public perceived it, campaign spending, and so on. While DoorDash did not release data specific to the performance of its campaign, its rapid growth in sales during the same period propelling it to hold the largest market share in this sector is a clear indicator that the campaign's performance was positive. Overall, both campaigns attracted positive reviews on both delivery platforms, with the general sentiment remaining mostly positive.