Leading food delivery platform Deliveroo has unveiled key insights into Singapore’s brand loyalty trends. Findings from Deliveroo’s 2023 data spotlighted the importance of a strong delivery partner that goes beyond just fulfilling order delivery, but also ensuring F&B and grocery brands achieve the right market exposure while enhancing operations.
Despite decreasing brand loyalty felt by local businesses last year across sectors according to a recent report by Adyen, Deliveroo partners were found to still consistently see almost half of its customer base with repeated orders (45%) across all months last year.
Specifically, these findings revealed that on a quarterly basis, every 1 in 4 orders placed with partners are from customers who have ordered from the same restaurant at least 2-3 times. Additionally, 10% of orders represent customers who have ordered 4-5 times, while 5% consist of customers who have ordered 10 times or more.
Top performing restaurants attracted up to 80% of repeated orders in 2023
Interestingly, insights showed that top partners on Deliveroo who maximised the features and benefits of being on the platform, including ensuring customers have access to sufficient options to modify menu items in line with what customers could do over the counter. These partners also actively participated in marketing campaigns and offers through Deliveroo’s Marketer platform. This is further enabled by Deliveroo’s strength of a dedicated workforce working closely with partners to develop and advise on strategic plans to drive brand loyalty and repeated orders.
Popular Mexican fast food outlet Guzman Y Gomez achieved nearly 50% repeated orders out of their total, with the Burrito Bowl with Grilled Chicken proving to be a favourite among Guzman Y Gomez fans, emerging as the dish most repeatedly and frequently ordered by customers.
The Daily Cut recorded 60% repeated orders, with their National Day Bowl particularly well-received, seeing the highest number of repeated orders across the year. Subway also saw strong figures, with close to 80% of their orders being repeated orders.
Food delivery tools serve as marketing platforms exposing businesses to a wide audience while providing key insights to capitalise on key trends and optimise offerings. Since joining the platform in 2017, Guzman Y Gomez for instance, has tapped on Deliveroo’s support to enhance their business offerings, including Regular Marketer Offers to entice customer purchase and advertisements to boost brand visibility, which has contributed to an increase in repeated orders for the brand.
Josh Bell, General Manager of Guzman Y Gomez Singapore, says, “Our enduring partnership with Deliveroo has not only elevated our brand’s visibility but also fostered deeper connections with our loyal customer base. Utilising the digital delivery platform, we’ve effectively utilised valuable data insights to implement strategic in-app promotions, significantly bolstering our ability to cultivate enduring relationships with our customer base.”
Lunchtime at Mediapolis, Raffles Place/Tanjong Pagar and Katong emerged with most brand loyal customers
The lunchtime period emerged as critical for partners, with almost 2 in 5 orders being repeated. This trend emphasises the importance of restaurants tailoring their offerings to ensure continued relevance and satisfaction, and matching the specific preferences of the lunch crowd.
Geographically, Mediapolis (45%), Raffles Place/Tanjong Pagar (34%), and Katong (29%) emerged as the top three key areas with the highest concentration of brand loyal customers. Brands in the Raffles Place and Tanjong Pagar areas that reflected the most repeated orders are The Daily Cut, Guzman Y Gomez and Vios by Blu Kouzina, making up a significant proportion of the total highest number of repeated orders across Singapore. This demonstrates the value of concentrating their restaurant marketing and expansion endeavours in these regions, catering effectively to the needs of their loyal customer base, especially targeting the lunch time crowd.
Not limited to market share, smaller scale F&B businesses such as Green Monster, Vios by Blu Kouzina and Two Men Bagel House were also found to have observed a significant amount of repeated orders across the year.
Grocery orders on Deliveroo continue to rise
In line with Deliveroo’s recent consumer survey which identified a sharp increase in non-food items (with 53% preferring to get non-food supplies on the app), on-demand grocery partners such as Little Farms also received a spike in repeated orders, with 88% repeated orders across the year. In terms of top grocery items ordered, Wine Connection swept the top of the charts, with orders for its wines emerging as most frequently ordered items.
Commenting on the findings, Deliveroo Singapore General Manager, Jason Parke, said, “The insights gleaned from our data analysis provide invaluable guidance for partners looking to thrive in the competitive food delivery landscape. By understanding and adapting to consumer preferences, partners can cultivate strong brand loyalty and unlock new opportunities for growth. Deliveroo is dedicated to supporting partners every step of the way, enabling them to succeed in a continuously evolving market.”
Deliveroo attracts customer loyalty through value-added offerings on Plus
With Deliveroo Plus, customers stand to benefit from unlimited free delivery on all orders, upsized discounts, two 20% off Gojek ride vouchers every month, and an on-time guarantee which provides users with a $5 credit on their next order should their order be delayed (terms and conditions apply). In the month of April, Deliveroo is running up to 50% off deals across many well-loved brands, with Deliveroo Plus users enjoying upsized discounts with an additional 10% off. One partner that utilised Deliveroo Plus to their advantage was The Daily Cut. In February this year, The Daily Cut ran 40% off on pick-up orders, with Deliveroo Plus customers receiving an even larger 50% off.
Jonathan Yang, CEO of Teyst Group, representing The Daily Cut, says, “From promoting our brand’s deals and offerings to seamless delivery experiences, our partnership with Deliveroo has been vital to cultivating a loyal customer base that continues to return for our nutritious offerings.”
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About Deliveroo
Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with approximately 180,000 best-loved restaurant, grocery and retail partners, as well as over 140,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with offices around the globe. Deliveroo operates across 10 markets, including Belgium, France, Hong Kong, Italy, Ireland, Kuwait, Qatar, Singapore, United Arab Emirates and the United Kingdom.
