“We’re growing fast as a company,” Mats Diedrichsen, Delivery Hero CMO, told me in an interview. While it has retrenched from some loss-making markets, including Germany, where online food delivery isn’t yet part of popular culture, Delivery Hero is aggressively pursuing ambitions to scale up operations in more lucrative markets, including Latin America and APAC. To date, Delivery Hero, which likes to call itself the “United Nations of food delivery,” spans 28 brands in over 40 countries and partnerships with more than 250,000 restaurants across five continents. It’s a challenge that Berlin-based Delivery Hero, an online and app food delivery business valued at $7.25 billion, is determined to win by aligning marketing and messaging with the needs, characteristics and cultures of its customers. In a market where most apps lose their customer base in a matter of months, it’s the ability to drive deep customer engagement (and high app retention) that distinguishes a market leader from the also-rans. Latest data from app market intelligence provider Priori Data shows Uber Eats app download rates in both North America and Europe are gaining critical mass, putting it on the path to becoming the “most downloaded food app in the market.” Uber may have deep pockets to help it acquire customers at a faster pace than most of its competitors, but it takes more than cash to keep orders coming. The battle rages strongest in the mobile app market, where just a handful of companies dominate.
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