I’m an unapologetic foodie and I take great pride in being born a Pakistani because everywhere I go in this country I can always find people to share my passion for food with. When it comes to food I crave variety, which is why trying new things and eating out are regular past times, the only obstacles being the inconvenience of going out at whim and the shrinking finances. So, if you take someone like me and introduce them to virtual festivals by foodpanda it is like an idea that couldn’t have come any sooner.
These festivals show that things have really moved forward in this digital age. Who would have thought that we’d be having online food festivals offering both good food and good prices? It’s actually an ingenious idea taking foodpanda’s competitive advantage even further. One significant aspect of this festival, and one of the reasons the food outlets have probably jumped at the idea, is that even if someone wasn’t thinking of ordering out, the big discounts worked as a huge motivation to participate, regardless. I don’t believe something like this has been done before in Pakistan. Food festivals had been generally well received when the idea came out a few years back, but naturally going to an actual food festival requires you to put in quite a lot of time and effort to get to the food compared to a participation from home with your mobile or computer.
My Honest Opinion:
Digital is the way to go in most cases and it shouldn’t come as surprise if competitors looking at the potential of this idea come up with festivals of their own to outdo these festivals foodpanda have managed to pull off. Like I mentioned above, it’s almost a win-win situation where the discounts have the ability to convince a huge part of your target audience. I as a university student, living in hostel, who hasn’t warmed up to the idea of ordering online, jumped at discovering these offers. These festivals, no doubt provide companies with publicity and business however, it multiplies chances of customer retention and forming new customer base. Since this concept of food festivals is relatively new there is more we can anticipate in future. For example a burger festival or a desert festival etc.
- The only thing I would change would be increasing the emphasis on marketing these festivals. Announce the date for these festivals at least a week in advance and then create a social media campaign. This campaign would consist of content that would go viral getting more and more people interested not only in the campaign but in foodpanda itself sort of like a simultaneous PR campaign. In short, foodpanda can use these festivals to increase consumer numbers.
- Another addition to these festivals could be short online quizzes and trivia leading up to the festival date offering winners free meals at the festival, this way there is even more building up of interest and hype for these festivals.
These festivals are a unique idea with a lot of potential. Observing the response and gaining more consumer insight can help foodpanda decide the kind of festivals it wants to conduct and how they can get maximum audience involvement for their benefit. It’s definitely a pretty good deal.