WHAT CONSUMERS REALLY WANT IN A FOOD BRAND.
Living each day on food delivery and apps in the Uni dorms, we knew at an early stage what consumers are looking out for in a food brand because we were the consumers. If you have not heard our story, let me share that with you once again.
We built Bukyia on our top beds inside a University of Ghana hostel after being frustrated so many times just like any other customer who orders expensive food online for it to take a very long time to arrive and at absurd delivery charges- so we decided to fix the bad experience with our startup, Bukyia. We started by interviewing over 100 food delivery riders on Bolt, Jumia, and Glovo and discovered they had little to do with the problem so we moved to the restaurants. Here, the reality hit as hard!
At Bukyia, we are keen on really understanding the real issues and we just completed a big feat. We completed an end-to-end online food delivery ecosystem study which includes what consumers are really looking out for in your food brand.
Now let’s get to the kitchen;
1. Eating the food app: There are dozens of online ordering apps today simply because consumers love it. Our study shows 99% of online food orders happened on a third-party food delivery app. This means food brands should not think consumers will figure out how to find them online rather they should be on multiple apps to maximize orders. Being on food delivery apps is key, but being on the better food delivery app that makes you stand out is also very important. Make sure the apps charge moderate commissions with no insane add-ons. You can try the Bukyia App.
2. Getting closer quickly than ever realized: At Bukyia, we believe all domestic chores will be outsourced in the future but what we didn’t realize is how the future is happening right now. Whilst all our interviewers order food at least once a month, 37% ordered food more than thrice of which 7% did every weekend and 1% every day. Buck up!
3. Sorry, breakfast: I don’t remember the last time I took breakfast to even think of ordering one and it seems the syndrome cuts across. Only 7.6% of consumers say they are likely to order breakfast. Perhaps, that might be the reason ‘breakfast in bed’ is considered the highest chill in town. However, over 60% of consumers say evening is their best time for ordering food. Netflix and chill right?
4. Who doesn’t like fries?: I had always thought Pizza is the most ordered food online but guess what? This data predicted otherwise. Consumers order rice meals and fries that come with spicy chicken than a pizza. More than 80% of consumers frequently order rice meals such as fried rice and jollof rice with chicken, 40% order french fries with chicken, and surprisingly 39% orders pizza; mostly on a birthday or party.
5. Strictly no stress allowed: When consumers were asked what motivates them to buy food online, over 50% pointed out convenience. Imagine having to bath, put on a nice dress, walk in the sun, join a queue- all for food? Please we will order!
6. Promo Promo Promo: Apart from the convenience food ordering comes with, consumers say they will buy from you if you offer promo, discounts, and giveaways. Almost 50% of consumers are waiting for your promo and discounts. And, please, they like free deliveries too.
7. Everything is Packaging: The difference between Asana and Malt is the packaging. Lol! Consumers should not even say this before you know. If you respect them that much, you will offer them a nice package. Sorry, I am not adding the stat. You just have to do it!
8. 20–50 cool: 64% of consumers will order from you if your meal is priced between GHC 20- GHC 50. But, if you are for the 1% then they say more than GHC 100 is the standard. And in all, the average consumer spends GHC100 every month on online food orders. You better price right.
9. Momo is king, we already know: For Ghana, mobile money payment is not news but let us see how the e-levy will affect its progress. We will be closely monitoring.
10. More room for improvement: Lastly, close to 70% of consumers interviewed ranked their experience as not too good and not too bad- I mean average/normal. The next time you think of starting an online food business, focus on ‘’how to wow the consumer’’. And never forget there is no great brand without great food.
We interviewed more than 1000 people at the University of Ghana, University of professional studies, Tema, and Achimota. The ages of interviewers ranged from 17–28.
if we cooked this writeup tasty, why don’t you give us a follow
This writeup was produced whilst listening to Mona4real ft Shatta-Wale
Written by
Nathaniel- CEO, Bukyia.
