RGC Digital Marketing

By Richard Gerretson-Cornell

How QSR’s feed their audience’s appetite for online food delivery

Local SEO Sydney | SEO Services | RGC Digital Marketing

Satisfying after-hours’ cravings or maximising convenience in our busy lifestyles has become increasingly popular in recent time through the significant adoption of online ordering and delivery.

In fact, consumers new found love for online ordering is expected to surge, with studies by Nasdaq suggesting the online and on-demand food delivery service market is predicted to grow at a compound annual growth rate of 32% until 2021. With consumers fundamentally changing the way they interact with their favourite restaurant brands, how does this hot new ingredient impact QSR digital marketing?

Australian’s have an ever increasing appetite for online ordering and food delivery, with comparison site finder.com.au identifying that we’re spending $2.6 billion per year for on-demand food and drink delivery. Meanwhile, corporate consultancy firm Morgan Stanley recently revealed that since popular food delivery establishment, Menulog, delivered their first on-demand order in 2006, the industry has grown to a $600 million market, with the prediction that it will be a $210 billion market. However, despite the significant growth, the Australian market has been identified as relatively infantile in comparison to the UK and US markets, demonstrating a lucrative potential for restaurateurs.

While such services provide profitable market opportunities for food establishments, online ordering and delivery services is largely reliant on digital platforms, therefore also providing a great opportunity to enhance online marketing and advertising. As approximately 25% of fast food restaurants are prepared to embrace online ordering and delivery platforms, websites, search engine optimisation, social media and mobile applications are all important considerations that these QSR establishments will need to factor into their current digital marketing services in order satisfy Australian’s hunger for online ordering and delivery facilities.

Websites

It is no surprise, that ordering food online is becoming more and more common, while directly phoning the restaurant is on the decline. Not only does it allow for consumers to visually pick their meals and customise it to their preferences a lot easier, it also helps break down potential communication barriers.

However, in order to successfully implement online ordering or delivery, restaurant brands need to ensure that their websites are user-friendly equipped to handle online ordering. While some brands are hesitant to incorporate online food ordering due to the falsified perception that no consumer to employee interaction will take away from the brand experience, there are many solutions that can be implemented throughout the website to ensure an authentic experience. In fact, News Corp’s recent ‘Food, Mood & Media’ research highlighted that websites play a pivotal and positive role in the customer journey, helping foodies decide what meals they want to indulge in and encouraging additional purchases they may not have considered, driving up the average order value.

In order to provide an exceptional experience, third-party food delivery service, Menulog has used various website design services to cleverly personalise their website for users who are logged in, by using their name to ask why they feel like eating. Meanwhile, brands such as Domino’s use chatbots and virtual assistants to still create a brand interaction and encourage additional purchases.

Search Engine Optimisation

Search Engine Optimisation is also an important factor for restaurant and food brands wishing to capitalise on the online ordering and on-demand delivery opportunity. Brands will need to cleverly incorporate a local SEO strategy to ensure they engage potential consumers in the appropriate areas. Commonly, consumers who are wishing to order online or seeking delivery services will search online by asking for the restaurants “near me”. This highlights the importance for brands to ensure they have optimised the content on their websites to ensure they rank for their local stores.

Third party delivery websites implement various SEO services to categorise potential restaurants for customers by asking them to provide their postcode or full address, while brands who do this in-house will need to ensure consumers are aware their nearby stores offer this service when they search online. For example, Menulog has again done this well, by incorporating links at the bottom of their website for every suburb they service, to ensure local consumers can easily access the on-demand and convenient services in their area. This, therefore, provides the local restaurants listed with additional coverage that they may not have had before.

Social Media Marketing</strong >

Social media marketing has also proven to be beneficial in facilitating online orders and driving additional business for food establishments. Undoubtedly, many social platforms are highly visual and provide the opportunity for restaurant brands and their social media agency or in-house social team to develop unique, captivating and engaging creative to easily showcase their offerings.

Food preparation and delivery brand, YouFoodz, recognised this and highlighted the successful impact that Facebook had on their food delivery business. The brand noticed that the platform is ultimately beneficial for driving brand awareness and encouraging engagement, but was also able to attribute sales to the advertising done on the platform.

Many social platforms also include links for consumers to directly purchase meals upon viewing enticing and mouth-watering images or posts, again adding to the convenience that online ordering allows.

Mobile Applications

Undoubtedly, increased smartphone penetration in recent times is contributing to the need for instant gratification and online on-demand services, including food ordering and delivery services. In fact, many restaurant brands who have implemented such services have developed their own branded mobile applications to help their consumers easily order and pay for their favourite foods. For example, in the United States, the popular coffee giant Starbucks developed their own app that has over 13 million active users. This application, which also features a loyalty program, is responsible for approximately 20% of transactions during the busiest stores peak periods.

The Starbucks app demonstrates the necessity for other QSR brands and food establishments to implement solutions that meet consumer demand, to help drive further purchases, and increase customer satisfaction due to the convenience and value it provides.

As consumers only get increasingly hungrier for online ordering and convenient delivery, it is imperative that brands consider the digital mediums that will support these services. Without a user-friendly website, localised SEO strategy, social media marketing and mobile applications, an integrated and omnichannel marketing experience is compromised and can have a detrimental effect on the implementation of a service consumers are starving for.

At RGC Digital Marketing, we are a full service digital marketing agency based in Sydney, with experience in developing and implementing various digital marketing and advertising services to connect consumers to brands. To explore digital marketing services that will benefit your brand, please contact Richard on (02) 8883 2988 or email richard@rgcadvertising.com.au 

Revolutionise Your Service Marketing: Powerful Strategies for Success
Get Schooled On Digital Marketing in the Education Industry
How To Optimise Your Blog Post For SEO Like A Pro
How Australians Used Social Media In 2015
Programmatic Advertising Increases Customer Value for Insurance
Driving Engagement With User Generated Content
The Value of Google Merchant Center For E-Commerce Businesses
Is Social Media Marketing Really Worth It?
How to Create Marketing Leverage Opportunities for your brand
SEO News: Google’s December Core Update
Debunking the Top Graphic Design Myths: Uncovering the Truth for Creatives Everywhere
Digital Marketing Hacks to Grow Your Business on Instagram’s New Shop Tab
Why SEO is important during Covid-19 Lockdown
Web Mobile Application for Independent Locksmiths
Master Google Search Console With These 5 Strategies
How Digital Marketing Will Change Post Covid-19
How To Design A Scalable Website To Allow For Future Content
15 Eye-Opening Social Media Marketing Statistics Of 2023
Recession Blues: Search Volumes Plummet But SEO Reigns Supreme
A Guide To PPC Advertising
How Virtual Reality is Changing Digital Marketing in Real Estate
A Beginner’s Guide To Writing Metadata
Why Business Owners Need to Prepare for a Potential Google Departure
Not Sure Whether to Hire a Digital Marketing Agency? Here’s Why You Must
Fundamentals of Search Engine Marketing
Discovering The Purpose and Power of Different Blog Types
6 Important Elements You May Have Forgotten In Your Web Design
Why Should Businesses Continue to Invest in Marketing During Lockdowns?
Mitsubishi Electric and Sika join RGC
Brand Safety In a Programmatic Environment
Does Content Marketing Really Work? Content Marketing Agency | RGC
Master Zero-Click SEO In 3 Easy Steps
Amazon’s Impact On The Retail Industry
Post-Pandemic Digital Marketing Trends That Are Here To Stay
What Does Voice Search Mean For My Brand?
How To Design A Website That Is Mobile-Friendly
Your Go-To Guide To Writing Killer Content
Getting Started With Google Search Console
The Evolution of E-Commerce in 2020
Google’s October 2023 Core Update Explained
Steps To Creating A Successful Digital Marketing Strategy
How Image Recognition Is Changing Social Media Marketing
10 Tips To Increase Conversions With Web Forms
5 Reasons Why Your Business Needs To Invest In Social Media Marketing
The Importance Of Link Building For SEO
Proactive vs Reactive Consumer Marketing
7 Simple Content Writing Tips To Master In 2023
Need A Web Design Agency In Sydney? Here’s Why They’re Worth Your Time
What has Social Media Taught Us?
What a COVID-19 Second Wave Will Mean for Marketers
SEM vs. SEO: Which Is Right for You?
RGC Wins Silver at the 2016 W3 Awards
How Augmented Reality is Changing E-Commerce
Win Local Clients with Local SEO Services | Local SEO Agency
Threads: The Next Big Thing For Digital Marketers?
RGC Wins at the 2017 Best Mobile Application Awards
Designing Mobile-Friendly Restaurant Websites
GA4: The Latest in Analytics Technology
5 Golden Rules for Choosing the Best SEO Agency for Your Business
Why QSR’s need to serve up Engaging Social Content
LinkedIn Announces Removal Of Native Carousels – What It Means For You
Should Your Small Business Invest In Web Design Services?
How A Website Redesign Can Increase UX & Conversions
Does Your Business Need An SEO Audit?
15 Powerful Local SEO Statistics You Can’t Ignore in 2024
Why You Shouldn’t Ignore The Role Of Social Media in Brand Building
How Digital Is Changing Retail
How Can Digital Marketing be Effective for Schools?
SEO in 2023: Stay Ahead With Cutting-Edge Trends & Proven Best Practices
Should Your Business Invest In SEO In 2024?
6 Questions To Ask Your Digital Marketing Agency Every Month
Importance of Personalisation in Digital Marketing
See How Retail Can Use Programmatic to Personalise Advertising
How Can Marketing Agencies Deliver A Winning Pitch?
8 Compelling Reasons To Choose Custom Web Design
How Data is Fueling Digital Marketing in Automotive
That’s A Little Bit Personal, Isn’t It?
The Latest Insights Into Google’s November Core Update
Mastering Google Ads On A Shoestring Budget
5 Clever Ways to Build Your First-Party Database in a Cookieless World
Benefits Of Utilising An SEO Agency in Sydney
Digital Marketing Trends Set To Make An Impact in 2024
Local SEO Statistics Of 2023 Across 5 Unique Industries
Stop Twiddling Your Thumbs And Embrace The Chat Bot Era
The Future Of Search: Inside Google’s Project Magi
Keep your automotive website on track with a local SEO strategy
Will Nostalgia Marketing Still Be Relevant in 2022?
The Importance Of Website Design In Building Your Brand
Instagram Shopping Helping Retail | Instagram Advertising Agency
How Smart Speakers Are Amplifying Sales In The Retail Sector
6 Elements that Build a Successful Client-Agency Relationship
RGC Wins 2016 WebAwards for Sika Retail
What Is Off-Page SEO & Why Is It So Important?
Chatbots Improve Customer Experience for Insurance Industry
Content Creators: Why Their Jobs Are More In Demand Than Ever
Why Choose WordPress: Unveiling The Secrets Behind Its Popularity And Benefits
How can a website help the automotive industry | Web Design Agency
RGC Won Website Feature Silver Awards For Client Websites
Pushing The Envelope With Email Marketing
Unleashing the Power of Memory: Nostalgia Marketing Takes Centre Stage in 2024
ChatGPT: The Transformative AI System Changing The World of SEO