PowerPoint Presentation

THE MOBILE DINER: How Digital Marketing is Changing the Dining Lifestyle

The Filipino FoodieIndividuals who are strongly interested in food, restaurants and cooking68%of total Filipino Respondents from the Global Web Index Q4, 2016

68% of Filipino Respondents from GWI = 15.5 Million22.9M Respondents

The Filipino Foodie

M: 58% F: 42%AGE16-2428.8%25-3429.5%35-4421.2%45-5413.9%55-646.5%SITES VISITEDRELATIONSHIPMarried 39.9%Single 39.7%INCOME BRACKETMid 50% 34.9%Top 25% 20.6%

95.2%95.0%84.0%59.8%56.9%

Dining Then

SITORDEREAT

Dining Now

SITORDEREATRead reviewsCheck Groupon DealsBook a tableSnapIGTweetRantFBIMSnapIGTweetFBIMIM friends about experienceRaveOrder deliverySubscribe to meal programs

Role of Digital MarketingDining is no longer confined to restaurantsSit-in dining concept is challenged by new dining formats. From this trend emerges settings such as food parks, food halls, shared-kitchens, grocerants among others.Digital Marketing breaks the four walls of the restaurant experience and likewise encourages the rise of new dining formats by creating greater awareness and spurring interest.

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Dining outAs more opt to dine-out the mealtime landscape is now diversified and consumers can choose depending on which one best fits their needs primarily out of convenience or experience.*http://www.rappler.com/move-ph/issues/hunger/72785-2014-nielsen-shoppers-trend-report**Adaptation of Euromonitors mealtime competitive landscapePrioritizedExperiencePrioritizedConvenienceCookingAt HomeDining OutFastCasualMeal Delivery SubscriptionStandard DeliveryOnline AggregatorsDrive ThruWalk-upWindowsKitchenSharingGrocerantsGrocery + Restaurants25%

Filipinos who frequently eat out vs. 14 percent in 2012*

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Food TruckFoodPark

Food parks and trucks are sprouting around Manila and also in the provinces (ex. VW Food Truck Park in Baguio)

Grocerants

An example of a Grocerant (Grocery-Restaurant) is Marketplace by Rustans --- Power Plant

Dining-out can mean In-Home but Not Home-Cooked* 100% Home Delivery/Takeaway in the Philippines, Euromonitor May 2016As the Filipino lifestyle becomes busier and time-strapped theres an increasing incidence of having food delivered. So while the preparation of home cooked meals is declining, people are opting to enjoy restaurant meals in the comfort of their home.17.8B

Value of 100% Home Delivery/Takeaway business which registered a 14% lift in 2015

Specialist food delivery services cater to those who are on a weight loss or detoxification programme remain popular, especially among the young and working female segments of the population. To attract a wider consumer base, other diet delivery services are opting to offer more affordable meal plans. Among such brands are Gourmet Kusina, Plan:Eat, Bite PH, and Diet Buddy Philippines, which offer diet programmes ranging from Ps1,000-1,700.10

MealSubscriptionsThere is also a growing number of foodservice companies who are offering meal subscriptions. Locally, we observe this from individuals who advocate or aspire healthy living by eating food items that are natural, organic or people to follow diet plans such as Paleo, Keto and etc.

Apart from making use of more sophisticated ingredients like quinoa, kale, gluten-free and the likes these meal subscriptions likewise indicate the calories they contain.

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Good Service has a broader meaningConsumers now experience a foodservice company even outside its premises and even goes beyond the interaction with the dining staff. In the mobile dining age, Good Service means quick, efficient, easy-to-use, seamless, online and mobile transactions, as well as reliable execution when it comes to taking orders and delivery.

Apps like Booky allow customers to conveniently reserve a table from their mobile. No need to scramble and look for the restaurants number from Google.Source: Consumer Foodservice: Online, Mobile and Delivery (Euromonitor, 2016)

Online ordering and restaurant booking are expected to significantly grow over the forecast period. Apart from launching online ordering websites, a number of other brands are also expected to create their own mobile applications following McDonalds and Krispy Kremes venture into this service. A number of full-service restaurants are also expected to collaborate with the likes of ResDiary to allow their customers to make table reservations via online. Further to giving their customers a better service, this strategy is seen as more beneficial to restaurant owners as it allows them to manage tables more effectively and get to know their consumers better through the information that they obtain from using the program.

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Nibble on thisVizEat is kitchen-sharing app that allows travelers to connect with locals who share their culinary expertise. Its like the AirBnB for food.

In the Philippines, there is a similar service offered by a group called Plato PH on Facebook. Only this time, Filipino Chefs open their homes to guests.

ImplicationsLess restaurant diners but kitchens will stay busy or even busier.Consider engaging with the diners even before they step inside a store (Menu, prices and etc. are available online)Partner apps or online platforms can share valuable information about customers that can be used for future service or offering upgrades.Recommendation

Identify the most relevant communication touchpoints of your consumer

Tap lead generation experts to measure and evaluate online operations and promotionDining is no longer confined to restaurants

Headline Dining is no longer

La Place in Netherlands livestreams the ChefWhat is it?Ordering your pizza through a video billboardWhat does it want to convey?La Place uses fresh pizza dough and fresh ingredientsWhat channels did they use?Outdoor and digital (livestream)

Japan Railways: Lunch Capsule Prescription What is it?Nutritious Lunch Generator using Line (Communication App)What does it want to convey?There is always a healthy meal that suits your lifestyle.What channels did they use?Digital, Social Media and Public Relations

2Vocal FoodiesWith Filipinos spending longer hours on the internet and on their smartphones, more and more people are finding their digital voice. And as micro-Vlogging Apps are introduced, foodies can now share their meals and dining experiences differently.Role of Digital MarketingDigital Marketing helps generate content that may positively or negatively shape the perception of potential costumers.

34%are posting about food & restaurants vs. less than 25 percent in 201252%of Digital Filipinos post & review online in the past monthGlobal Web Index, Q4 2016

Digital Fusion:Business X Digital InfluencersInfluencers on the digital space are now seeing the value of monetizing what they do. In fact, there is an event organized by a local company called Blogapalooza that bridges bloggers to their partner business for potential collabs. Depending on the nature of the projects, some bloggers go solo or they also work with fellow bloggers with the same or related interests.

Sharing DifferentlyNowadays it is becoming less about the flatlays and documenting nice meal spreads its all about sharing in-the-moment mementos. The introduction of apps like Snapchat, Instagram Stories and Facebook Live made broadcasting meals a staple in every dining table.

ImplicationsThere is greater authenticity in promoting your products and servicesResponding promptly to positive and negative reviews or comments are essential.With the popularity of videos as a sharing format, the sound or music will now matter alongside the visuals.RecommendationFind digital partners, whether individuals or networks, who will provide honest feedback and who will expand the reach of your brand.

Develop an influencer strategy and clearly assign an objective. Ex. Reach a bigger audience or Create affinity with influencers followers.Vocal Foodies

headline

KFC France: Social Opening

An example of harnessing the power of social media through social listening.

KFC Philippines: Junior Promotion

A simple Facebook-based promotion that can be piloted in select stores.

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1Dining is no longer confined to restaurantsDining-Out: more Filipinos opt to eat out primarily for convenience or to experience something new and/or unique.Dining-Out can mean In-Home but not Home-Cooked: families are bring the unique taste of eating-out within the comforts of their homesMeal Subscriptions: advocates of healthy eating are growing the behaviour of subscribing to daily or weekly meal plansGood Service has a broader meaning: rendering commendable service to consumers is no longer defined by the physical space of a restaurant, various apps are making payment, booking and ordering more and more convenientDigital Fusion: Business X Digital Influencers: as digital influencers begin to monetize their craft, businesses need to identify the ideal influencer strategy with the service or product they are offering Sharing Differently: it is no longer about the nice photos or flatlays but how current is the object you are sharing given the new live feature of Facebook and the tried and tested broadcast apps like Instagram and Snapchat. Vocal Foodies

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