How to promote a pizza delivery app. Slogans for advertising pizzerias

Thousands of companies - from info-business to retail - manage their customer flows using the Callibri ecosystem of services. For many of them, our services help to significantly increase sales and reduce costs. It was for them that we came up with the "Market Expertise" project. In it, we and our partners share our best practices in marketing and analytics in a specific industry and tell you how to build digital marketing if you work in the field of medicine, food delivery, car repair, etc. Our partners tell how the market looks from the inside and share real Callibri cases.

Delivery of ready meals. Market analysis

In the past few years, the turnover of the catering market has been falling. People increasingly save money and refuse to go to restaurants. In a crisis, the most stable segment may be the most unobvious piece of the market. In our case, this is the delivery of ready-made food to home and offices. It was this segment that showed sensational growth in 2016.
Source: Rosstat, calculations and forecasts - RBC Market Research.

The segment's development boom took place in 2013. Already in 2014, growth was much calmer. However, even so, by 2015, the delivery of ready-made food took 18% of the total catering turnover (according to analysts from RBC Market Research). Despite an overall market decline of 5.5% over the past year, food delivery lost just 2.6% of its turnover. And some indicators have even increased. For example, pizza delivery turnover grew 6% (according to NPD data).
The number of requests for food delivery in Yandex increased by 14.1% compared to 2016. Searches for the keywords "pizza delivery" increased by 8.7%, and "sushi delivery" - by 3.6%. (c) Research of RBC markets. Catering business.

How should a budding regional food delivery service behave in such a competitive market? There are not enough couriers, the budget for promotion is not comparable to the budgets of large players. It is possible to survive in such conditions only with very thoughtful marketing, which works in conjunction with the rest of the business processes.

How to build marketing in a highly competitive food delivery market and what features should be taken into account, read on:

• How to quickly calculate the profit from investments in marketing and draw conclusions
• Features of demand and setting up ad impressions
• USP and offers: what approaches work in the food delivery market
• Share of mobile traffic and how to get the most out of it
• Most often they order: call, application, online consultant
• How to survive the PPC bidding battle
• How to save a budget by 1.5 times with an increase in the volume of orders by setting up geolocation
• Callibri use case: how the service helped to improve the efficiency of communication with the client

Fast money

Food delivery is quick money. The visitor got hungry, entered a query into a search engine, went over, saw and bought. As a result:

1. Revenue is calculated not as everyone is used to for a week / month / quarter, but daily.
2. The demand is spontaneous, and the order is most often made from the first visit to the site. This means you don't have to bother with complex conversion attribution models.

This is great for marketing - you can quickly make decisions and change campaign settings in real time based on the data you have.

Life hack:You can check from which visit visitors place an order on your site using a report in Google Analytics called "Time to Conversion". Set the goal "order" and see how many days pass before the order. If most of your audience has “0”, then they order on the same day.

Quick decisions on emotions

The American economist George Levenstein found that angry, hungry, or sexually aroused people make decisions faster than those who are well fed, calm and satisfied. They are impulsive and therefore easier to manage through marketing. Eye-catching food images in your ad, color, location and call to action on the order button - even minor changes to these elements can significantly increase the conversion of a food delivery site. Unlike, for example, the B2B industry, where decisions are taken for a long time, balanced and rational.

Output:experiment with changing even the smallest elements on your landing pages.

Features of demand

Demand peaks on Friday, weekends, and public holidays. Falls - for periods of religious fasting. Demand is also unevenly distributed throughout the day.
This is how the schedule for the distribution of targeted actions during the day looks like for the pizza delivery service Pizzasan.ru:

How can you save money knowing these patterns?

Discounts and bonuses as an offer

Most food delivery services use the same move - promotions and bonuses for new customers. This is an "offer" - the bait that the client is caught with. But in any market, discounts and bonuses reduce the company's margins. If you first paid money to bring the client to the site, and therefore gave him a bonus so that he would place an order, then you will probably not earn anything on this order itself. All the profits were spent on attracting a client.

USP versus offer

Unlike an offer, a Unique Selling Advantage (USP) not only grabs the customer's attention, but also sells, even if your prices are higher than the market. USP allows you not to buy customers, but to pave a reliable path to their wallets, putting brand positioning in their heads.

USP:

1. Provides important customer benefits

1. Based on a unique resource

1. Competitors cannot or have not yet guessed to repeat it.

In the food delivery market, such a breakthrough solution was once "Delivery in 45 minutes or free". The first one who guessed to do this:

1. Staked on an important benefit for the client - delivery speed

1. Involved the client in an experiment that was interesting for him: will the courier have time or can I not pay?

1. Significantly changed the rules of the game for all market participants. Competitors were forced to adjust.

There were no other similar breakthroughs in the industry. But there is an example of how a new pizza delivery service quickly entered the market due to the position of openness and the reputation of the owner. We are talking about the founder of the Dodo Pizza chain Fyodor Ovchinnikov, who became popular and attracted investments, first of all, as the author of the blog for entrepreneurs “Power of the mind”.

The power of the mind of the founder of Dodo Pizza

The share of orders from mobile traffic is very high

Hitwise has published a report in which Food and Drink is the most popular mobile search category in the US. The data is based on a study of hundreds of millions of queries in 11 categories from April 10 to May 7, 2016.

Delivery Club, the largest food delivery service in Russia, receives 72% of orders from mobile devices.
Statistics for Pizza Delivery requests in Yandex from stationary computers:


And this is the statistics of requests from mobile devices:

Statistics on orders on the website of our client, pizza delivery service Pizzasan.ru , says that they order more often from tablets and smartphones.

And here are the statistics on orders:


Output: be sure to have, if not a mobile application, then at least adaptation of the site for mobile devices.

Life hack: If you have not yet managed to adapt the site for mobile devices, then put the Callibri widget on it. Large buttons, the ability to place an order through the messenger - all this will allow you not to lose such expensive and such conversion mobile traffic.

This is how this widget looks on the main page of the SMART-FOOD nutritional delivery website and the chat in the mobile version:


The ability to order food through instant messengers, social networks and communication with the operator in Telegram:

If your site has a Callibri widget, then visitors can place an order as they like. They can order a call back, write to chat, leave a request or continue communication on social networks and instant messengers. And your operators will accept and process all applications in a single Callibri account. As a result, customers are loyal, conversion increases, and not a single request is missed.

How do they most often order - phone, application, chat?

Battle of rates in Yandex.Direct

Obviously, not a single sane person will adhere to the strategy of “standing in the first special placement for the highest frequency requests” in such a competitive market. What management strategy to choose and how to maneuver between rates?

In a highly competitive environment, it is very difficult for small businesses and market newcomers to survive.
For example, in Yekaterinburg there are five competitors (three large and two small). Three large companies can easily:

1. Carry to any part of the city, regardless of the density of traffic jams;
2. Work around the clock.

Geolocation-based bid management

We need to cut off unnecessary audience as much as possible. For this:

1. Go to Yandex.Audience and create two audiences:
   • the first will target unwanted areas.
   • the second - to loved ones, where it is profitable for us to deliver.
2. After passing the moderation, go to the campaign settings. In the "rate adjustment" field, set your own values. Opposite the undesirable areas, we prescribe "reduce the rate by 40%", opposite the necessary ones - "increase by 20%"

Saving the budget by 1.5 times with an increase in orders

When a person from an unnecessary location dials "pizza delivery", the rate is automatically reduced. In this case, our ad may not be shown in special placement and even in guaranteed impressions. If the transition and the order still occur (and there are always such transitions, although not in such a large number), then we will not overpay for attracting a client.

If the "pizza delivery" was selected by a visitor from a region that is profitable for us, the system will identify him and raise the rate. Our ad will get into a more prominent position and we will receive a large influx of orders from the areas we need.

As a result:

1. Saving the budget by 1.5 times. Thanks to the geolocated settings, now the daily budget will be enough for the whole day or only half of it will be spent.
2. Growth of orders
3. More satisfied regular customers to whom we always deliver the order on time.

How Callibri has improved communication efficiency

1. A complete picture of missed calls and a record of conversations of all managers. It turned out that not all employees are polite to customers, and sometimes they do not answer the phone at all. We had an instructive conversation and cleaned up the frames.
2. Analytics of sources of references. We've seen the performance of every channel, every campaign, right down to the request. And constantly reconfigured advertising campaigns.
3. Understanding which office of the two took the order. This allowed us to better manage geolocation-based rates.
4. Understanding how much the order was made for.

Summary:

Food delivery service is a very competitive market, where promotion requires constant monitoring of efficiency and very intelligent rate management. What you should pay special attention to:

1. Connect all possible analytics tools. Constantly turn off what isn't working and redirect your budget where efficiency is higher.
2. Conclusions and adjustments for campaigns can and should be done very quickly, without waiting for the results for a month.
3. Determine on which unique resource your USP is based and build communication with the consumer based on your positioning.
4. Adapt the site for mobile traffic, or at least install the Callibri widget, which will allow you not to lose users from mobile devices.
5. Give your users the opportunity to order the way it suits them: a call, an application, an online consultant. This will increase the overall website conversion.
6. Manage your bids wisely: if it is unprofitable for you to deliver an order to certain areas during peak hours, lower your rates for an audience from that area
7. Take advantage of the Callibri ecosystem of services and increase the overall efficiency of your communications with your customer!

Have you opened a food delivery service or decided to develop a new direction for your restaurant, but the phone still does not ring with calls? Read on to learn how to make your business profitable and introduce new techniques.

Delivery is a highly competitive business. Therefore, the tasks are divided into the following stages:

1. Get a client
2. Get a repeat purchase and increase your profits

Let's take a look at improvements in each of these steps to boost sales.

1. Finally, define your target audience

This advice is already stuck in my teeth, like stale toffee. And no one does it anyway. Your audience is:

a) Ivan. Lives alone and does not like to cook. It's easier for him to order pizza than to ride with bags at the ready in the cold from the store. Ivan places orders quite often, mostly the same dishes.

b) Marina, Lyuba and Polina. Gathered in the evening at home to sit, chat and order sushi for three, because no one is going to stand at the stove.

c) Masha. She turns 25 on Tuesday, she needs to bring a treat to her colleagues at the office.

1. Determine where and how customers order delivery

• goes to the Internet and writes "MirSushi" in a search engine, because Ivan is 52, and it is easier for him to write through Yandex than to drive a website into the input line;
• goes directly to the site, places an order through the basket;
• calls on the phone;
• orders through the application;

Marina, Lyuba and Polina:

• go to the Internet and write "sushi delivery in Ust-Kukuisk";
• some of them say the site of their favorite company;

How will Masha order delivery? How will your other customers order? Describe the ordering process and understand where to place in order to get to the client at the right time, and not just hang up pieces of paper on the door handle.

1. Create an offer for new customers
   

For these people to order pizza, sushi or pies from you, it is not enough to be on their way at the right moment. You also need to shove a lucrative offer under their nose. If there is no USP, come up with a promotion that the client simply cannot help but buy.

One order will not cover customer acquisition costs. The client must become a regular. Therefore, shrink and offer more value for less money in the first order with an eye on long-term relationships.

Example: a set of 5 types of rolls for 350 rubles. A real offer and an attraction of unprecedented generosity. Delivery from 500, so the company receives the usual margin for 1-2 more products.

Attention, do not be mischievous. Customers should fall in love with your pizza once and for all. Put a lot of filling, wrap it gently, chase the chefs in the tail and mane, so that they do it cool, and not anyhow. There won't be a second chance to make a first impression.

Example: that set of 5 types of rolls from salmon in Philadelphia has one name. I love salmon. And I understand that 350 rubles for salmon cannot be enough. Replace the unprofitable product with a cheaper one, but don't try to fool the customer.

And here are some more examples of how companies lost these customers and their friends once and for all:

1. Analyze possible channels and points of contact with your audience

Example: once we were choosing sushi, poked at some site, ordered something there, it turned out to be a lot, delicious, cool. But when a couple of months later we decided to place an order again, no one remembered either the name, or the site, or how it looked. We tried to search, but to no avail.

One simple text message with company data - and we would make a repeated order and become regular customers. But we were not given such a chance, alas.

• Are you serving PPC ads with super offerings on competitors' names?
• Do you use remarketing?
• Have office buildings in your area been bypassed?
• Do you work with hyperlocation geo targeting?
• Have you printed a fridge magnet?
• Did you agree with the taxi?

Work through options, create a table of channels used and digitized results, and potentially effective channels. Work each one and measure the effectiveness.

1. Place different texts in different channels

We return to step 1. For each audience, create your own advertising proposal that will hook a person. If you still have the same text all over the place you are losing customers.

For tourists who want to order pizza at the hotel so as not to go anywhere after a day of sightseeing, suggest:

Legs fall off? Lie down, we'll bring everything! Branded pizza of Ust-Kukuevsk and a discount for tomorrow at the amusement park.

And to the mother of two children, Martha Petrovna, who comes home from work and just wants to lie down, say:

Have the children eaten everything again? Order a hearty pizza for dinner: the children are happy, and you relax and save! Only 50 rubles per piece!

Compose texts for different audiences and different channels. Try several options. Use phrases that people say in specific situations: empty refrigerator, nothing to eat, no strength, etc.

1. Narrow, not expand

If there is no money, then the goal is to hit the audience pointwise. There is no need to place 1 lightbox on the subway with the inscription “Order pizza! Delicious, fast, cheap ”and pray for him.

Split your audience, find partners, try to negotiate barter. The good thing about the food is that many people cooperate in exchange for your products.

Pizza is ordered for children's birthdays, for bachelor parties. Women who have recently become mothers order - the energy goes to the baby, and the husband needs to be fed. Find new small audiences and reach out to them. Conversion from such ads will be higher.

1. Ask to recommend you to friends

A simple request is already driving sales. A well-thought-out proposal - even more so. Try the scheme of work of other companies, introduce new promotions:

For every pizza ordered by your friends using your promo code, you get one free slice. When you have 6 pieces, get pizza for free.

Make it profitable for customers to recommend you to their friends. And just. For example, send a message with a promo code that the person will send to all interested parties.

Or come up with a name for your company or stock that grabs attention and is memorable. You can listen to the name in the google translator, it sounds funny.

Translation of the name from Japanese "day of the week - Saturday".

1. Estimate costs per channel and optimize costs

Keep a close eye on which investments brought money and which did not. Use analytics: utm tags on the Internet, different offline phone numbers, different promo codes, etc.

The goal is to constantly compare the effectiveness of the channels used, get rid of the unprofitable ones and increase the budget where the conversion is higher.

1. Use coupon services and delivery service aggregators

Yes, they charge interest, sometimes gigantic. But if you are just at the beginning of the journey, they will be useful to you. Make a profitable offer, calculate it carefully. It is better to have fewer orders, but at least with some profit.

It is widely known that coupon services are evil. Few of them turn into regular customers, and there is a lot of fuss. But it's worth a try.

1. Come up with a PR campaign

Do something that triggers word of mouth and grabs the attention of the media and the public. Bake the biggest pizza and ask for the Russian book of records. Take 1,000 meals to a nursing home. Hire a thief to attack your courier and he will fight back.

Check out the news on the word "pizza" and get inspired.

Example: Sport-Express on January 22 at 08:18 am Ranieri is ready to treat Leicester players with pizza for a no conceded streak

Always follow the trends. Let's remember our beloved Olympics in Sochi, where not only Audi and BP promoted, but also simple food deliveries. You just need to act quickly and think quickly. if necessary, get the designer out of bed in the middle of the night, make up the layout and in the morning to urgent print.

But the first sale is just the beginning. The most difficult thing is ahead - to make the customer buy more and more often. More on this in the sequel.

If you have no time to do this or you do not know what to think of, order a comprehensive promotion strategy from us. Marketing, advertising and PR, audience analysis, your weaknesses, points of contact, news feeds, media card, customer return system, promotions - everything is included. Learn more.

More and more entrepreneurs are thinking about starting their own shipping business. The easiest way to do this is in the area of \u200b\u200bfood preparation and delivery, for example, opening a sushi, pizza or pie delivery. But, it should be borne in mind that for all the seeming simplicity of this business, the competition here is so high that it is very, very difficult to work. Nevertheless, there is always a chance of success if you understand the essence of the matter and start doing business very seriously, trying to find your unique selling proposition, provide online delivery customers with the best prices and assortment, and prompt delivery of orders. Before we start talking about the strategy for promoting sushi and pizza delivery, it is worth clarifying a few points. First, you need to understand that all offers on the market are almost the same. Therefore, the difficulty lies in highlighting your USP.

You need to either be able to develop your own unique menu (which is very difficult and also costly), or be able to attract customers in some other way (design of dishes, unusual combinations of ingredients, and so on). In general, the delivery is almost everywhere the same and the standard rolls and pizza are already well fed to everyone. Next is the question of making sure you get advertising inexpensively. Oh, how difficult it is! Because, in fact, the competition is high, which means that the battle for the client is serious. You need to be able not only to attract traffic for reasonable money, but also to be able to monetize it for "round fives", otherwise you risk simply going out of business. It is not rare that a company thought the market was full of customers, but it actually turned out to be filled with competitors.

Do you still want to go into this business? Then we will now try to write a strategy for promoting sushi and pizza delivery.

1. Actively use the promotion through social networks. This still remains the lowest-cost and most cost-effective way to get customers. This is, we can say, the first promotion tool that we recommend that you use. The fact is that promotion through social networks can generally show very well whether a business has a future or not? If you manage to get at least 10 clients from social networks, then you can safely move on, expand your Internet presence, give more advertising, but for now focus on promoting through social networks: Facebook, Vkontakte, Instagram, Pinterest and so on. Even when the first orders go, we recommend that you still focus on social networks and refrain from using contextual advertising for now.

2. Contextual advertising. So, you launched the project, started active promotion through social networks, received the first orders. Then you can take your time to engage in contextual advertising. But be careful. The budgets here are such that beginners may not be able to afford it. In general, it is worth testing very different words. For example, sometimes you can advertise not only for “sushi delivery” or “pizza delivery”, but also for requests like “holiday menu” and so on. But again, it is worth treating contextual advertising with great caution and carefully looking at how much the implementation of this advertising campaign will cost. Do not forget that on holidays the prices for contextual advertising can skyrocket, so at this time it would sometimes be most reasonable to turn off all contextual advertising altogether. It just won't pay off.

3. Promotion through coupon services. This can be a gold mine for new companies, but that doesn't mean competitors aren't using this method of promotion. Orders will not automatically fall on you, it just doesn't happen. You will have to work hard to create an attractive offer for your customers, because there are offers to buy pizza and sushi at literally every discount service and every day. Can you imagine how difficult it is for a consumer to choose a discount for himself, having so many options before his eyes? It is very difficult to make money on discount coupons, it's true. But the company must understand that if it manages (which would be nice) to serve customers at a very high level, then some of the customers will definitely return and they will become regular customers.

4. Partnership. For some reason, very few people think about partnerships with other deliveries. And in vain, because not always other deliveries are your direct competitors! For example, the delivery of desserts and drinks does not compete at all with sushi and pizza, but this option makes it possible to expand the audience of buyers by 5-10%, depending on how attractive you can tell customers about each other's business. By the way, partnership is always beneficial because even if they don't buy from you, but order desserts from partners, they will remember you and then they can return to you after a while for sushi and pizza. Partnership is difficult from the point of view of agreements and understanding of business by partners. But if you agree on everything, then you can start working with improved performance. This is possible when you are sincerely helping your partner, and your partner is helping you.

In modern business, you need to look for new ways of earning money, because in everything that has already been invented and developed, there is huge competition - it is very difficult to enter such a market and this requires a considerable amount of money. We will create a food delivery business plan and build our business in a market that has just begun to develop - food delivery services have not yet become popular and a novice businessman has every chance of becoming successful in this field. The main thing is to follow our advice and try to economically save on costs. It is not necessary to immediately buy the best equipment, a car, rent an office for twenty people and spend half a million rubles a month in the hope of quickly paying off. The food delivery business pays off on average in 6 months, while half of this period you will not even pay for the operation of the enterprise.

The main thing that a novice businessman should remember is that without a clientele there is nothing even to start. If you do not have a constant stream of customers who bring their money, then the business will only bring losses and nothing more. Moreover, the client base must constantly grow, replenish with new people. A well-thought-out advertising campaign will help you recoup your business, but first you need to lay its foundation.

Food delivery business plan: creating a website

The first thing your customers will look at will be the web resources where the ordering of products will take place. You should hire a good food designer already in the industry and create a convenient resource for ordering food with them. Make sure that all dishes and drinks are photographed as realistic and pleasant for the user as possible, what the product would like to order. Photos of dishes can be taken from manufacturers' websites. To do this, you just need to ask permission from restaurants and cafes for permission to use their photos. Nobody should refuse - this is unnecessary advertising. Website design and coding will cost 4 thousand rubles.

After you create a website that is convenient for ordering and viewing food, you need to host it and buy a domain name. A domain name in oblast.ru costs 99 rubles, think of something unique and interesting that would be easy to remember and reproduce. You also need to buy hosting, we will choose the cheapest one - we will not have a huge flow of customers at the start of work, and then, if necessary, we will increase the hosting tariff plan. Hosting costs are 70 rubles per month.

At the start, you won't have a large assortment of products on the site. It is necessary to gradually add all the establishments of your city to the site so that the client can order what he likes most. In addition, you can try to conclude a discount agreement with establishments from which there will be many orders. You advertise their establishment and increase turnover, why not give you a discount?

Finding clients for a food delivery business

We need a good customer base that brings a steady income, without this we will not pay off. Before hiring personnel and buying equipment, we will advertise our site and recruit clients. The food delivery business plan will be heavier by a small amount that will go towards flyers. Print lots of colored flyers with a website address and a picture of a drink and food. These leaflets can be left in hostels in your city, in offices, or in the mailboxes of residential buildings.

These are the three biggest food delivery customers. Students who are too lazy to drive around town in search of elite booze and sushi, office plankton who do not have time to go to a normal cafe for meals, and families looking to diversify their diet.

Some students will bring you a lot of income - in any large city there are many universities, and each university has dormitories. Leave flyers with a number at the entrance and update them periodically. Repeat the same with offices - leave a couple of dozen leaflets at the entrance and they will definitely call you during your lunch break. With residential buildings in general, you can travel around the city and leave flyers with advertisements in the mailboxes all the time. About ten apartments from the entrance will be interested in food delivery, imagine how many customers there will be from the whole house.

We must not forget about advertising on the Internet. Social media has become an excellent platform for advertising your business, so why not develop your food delivery business along this path. Find the most visited groups in your city, arrange for a promotional post, or multiple posts, pay for it. No one promises a hundred clients at a time, although it is possible, clients will appear and your business will not be idle. Repeat your social media ads once a week for maximum impact.

Do not forget about advertising for a second - tell your friends and acquaintances, hand out flyers to everyone, leave them in the places that we recommended, spread ads on social networks and clients will appear.

Car rental for food delivery business

We will use a small DaewooMatiz car to deliver food. This car has all the advantages that we need. The car is small and requires very little fuel to drive, which will reduce our operating costs. In addition, we have no money for a new car, so we will rent it - renting it costs 800 rubles a day. Many aspiring businessmen take big cars and lose extra money on rent and gasoline, we don't need that. It is also worth noting the advantage in parking - the car is small and even if you delivered the order, and there is no parking space, you can squeeze in a small Matiz. It will take 24 thousand rubles a month to rent a car, another 4 will be spent on fuel.

Food delivery business: equipment and personnel

You don't need to buy many pieces of expensive equipment in order to successfully deliver food. You need to buy one bag with thermal protection and that's it. It can be placed both in the back seat of a car and in the trunk. If there are a lot of orders, you can buy two bags and put one in the back and the other in the trunk. The price of the bag is 2 thousand rubles. You need to buy a big bag so that the driver does not need to go for orders every time - he drove to different cafes and restaurants on the way, picked up the orders and delivered them to the points.

Personnel policy is an important element of a food delivery business plan. The driver would not want to spend 15 thousand rubles a month on a salary, you yourself can do this work. A budding businessman should not disdain this work, especially since it will save a considerable amount of the budget. When the business grows and there are a lot of customers, you can hire a driver and pay him for his work, and you yourself can continue to perform the duties of a driver in a separate car. Only when the income is stable and you pay off the business, you can stop working yourself.

Food delivery business income and expenses

Our new business will not be particularly expensive due to the fact that we do not need to buy expensive equipment and we do not need an office. You just make a website that will generate an order. Then, you order food or drinks in the desired cafe, pick up the order and take it to the customer. The site will cost us 4 thousand rubles, hosting and domain will come out in 170 rubles. Let's add here the costs of buying thermal protection bags for 2 thousand apiece, we need two of them. The one-off costs are over, there are still operating costs. Advertising by leaflets will take 3 thousand a month, the same is the cost of advertising on social networks. A rented car is the largest expense item - 24 thousand rubles a month. As a result, the opening costs are 8170 rubles, the operating costs are 30 thousand rubles per month. Even a novice businessman can handle such a budget.

Now let's talk about ways to get income from your business. There are two options - to make a mark-up for each product or to set a payment for delivery. Payment for delivery always works worse, people look at payment for delivery and think that it is better to look for something else or just go to a cafe for goods. Another thing is to set a 15% markup on each product, but the story is a huge sign on the Free Shipping website. It is very difficult to calculate the average check in this business, but clients rarely order less than 1,000 rubles. From one client we will receive a net income of 180 rubles. Taking into account the operating costs, you need to serve 5 clients a day to pay for yourself. Will you pull?

Social media is a great tool for promoting the services of almost any catering company. This article, in which we have prepared a list of the most relevant recommendations, is based on many years of experience and many successful projects in this area. But let's get straight to the point!

Design comes first!

Before starting any work, you must first of all understand for yourself that everything related to food should look beautiful and appetizing!This includes the design of the community, the style of posts and advertisements, the content of the menu, the design of products and photo albums, in general, everything that a potential client sees in your group.

An example of bad design:

An example of a good design:

Target audience and where to find it?

This niche is quite competitive, which means that we will have to try hard to find the most interesting segments.

Firstly, let's learn how to turn minuses into pluses. A lot of competition means that if you try, you can find a larger number of competing communities that regularly interact with the audience we need. We will collect them! Do you know your competitors by sight? Okay, let's put them aside in a separate list, and in the meantime, we'll use the capabilities of any parser that can find communities by keywords.

Using only basic phrases in just a few seconds, we were able to collect 63 target communities in Moscow. With a little more ingenuity, the number:

After that, we will analyze the resulting list for the ratio of banned users. Communities with a large percentage of "dogs" are most likely to be wound up by bots, which means that such communities can be safely excluded from the list of quality groups:

Moreover, we will definitely set up automatic ads for everyone who is active in these communities within the last 7 days. Thus, this segment will be one of the hottest in the entire advertising campaign.

If you are promoting a coffee shop, restaurant or bar, then the selection of competing communities must be approached accordingly.

Secondly, it is worth analyzing websites that deliver food in your area and have an authorization widget using Vkontakte. For example, only ZakaZaka has about 22 thousand users in Russia. This is a great targeting audience!

Thirdly, it is worth trying to advertise to representatives of the IT industry. Programmers, web designers, freelancers often sin by ordering food home or straight to the workplace. This is a relatively good hypothesis for a test.

Fourth, it is definitely worth working out the audience of students. These are people who are fluent in the Internet, use mobile applications for a variety of tasks, and if you offer them a good promotion or competition, they are most likely to try your services.

Fifth,if your service / cafe / cafe / restaurant is located or delivers to certain areas of the city - be sure to try geotargeting settings, which are a relatively new feature in VK!

At sixth, it is definitely worth trying the audience of birthday people and their second halves! Equip them with a nice discount, free dessert, or whatever and get a hot lead!

Seventh, keep experimenting! There are at least a dozen more different approaches that can be applied in this niche. Never stop there. For now, let's get down to some practical tips!

How to improve the effectiveness of advertising?

- Time is important... Try increasing your bid when your audience is most hungry. Delivery services have good sales at lunchtime and evenings. Remember that a hungry person is much more inclined to buy \u003d)

- Don't be afraid to lure people with contests and sweepstakes!Of course, you will encounter a huge number of "freeloaders", but properly deferred business processes will help turn them into regular customers. Offer him an awesome discount on his next purchase, add a personalized postcard to his order, surprise him with cool packaging. There are 1000 and one methods to increase customer loyalty and encourage repeat purchases, but we'll talk about that a little later.

- Make a competent content plan! Don't forget to alternate promotions and contests with fun food facts, photos of your chef's cooking process, satisfied customer reviews, and anything else that can boost your brand's credibility!

- Cover customer pain! Focus on delivery speed, product quality, and affordability. Each business has its own unique selling proposition. Beat him!

And finally: use juicy images... We have already focused our attention on this several times, but believe me, this is no accident! In the food industry, you can find a huge amount of really juicy pictures that really affect the perception of customers. Take advantage of this!