Many can’t say no to good food, but the challenge lies in selling food that stands out. As a business owner, staying ahead of the curve in the competitive online food market is crucial for long-term success.
The food and beverage industry in the Philippines is experiencing significant growth, with the market amounting to around $134.30 billion in 2023. Out of this growth, experts predict that food delivery could reach $3.83 billion in the same year.
Foodpanda was leading the market in 2021 with a 58% market share in revenue, with GrabFood being a close second. According to Statista, specialists expect the meal delivery segment to have around 24.32 million users by 2027.
To thrive in a rapidly evolving eCommerce industry, you need effective marketing for your food business. It makes it possible for you to attract and retain customers, establish a strong brand presence, and ensure long-term success within the market.
If you want more in-depth information on the best marketing strategies for food businesses in the Philippines, check out the infographic below!
Define Your Food Business
Establishing a successful food business requires more than delectable dishes and exceptional flavors.
To thrive in this competitive market, you must comprehensively understand your business goals and a well-thought-out marketing strategy that aligns with those objectives.
Here are the critical aspects of defining your food business:
• Know your business goals and objectives
Before embarking on any marketing endeavors, it's crucial to have a crystal-clear grasp of your business goals and objectives. What are you aiming to achieve with your food business?
Are you looking to expand your customer base, increase revenue, introduce new menu items, or enhance brand recognition? Once you've identified your primary business objectives, it becomes much easier to formulate marketing goals that complement and support them.
• Consider your budget
Given limited resources, evaluate your budget and distribute it judiciously across marketing channels. Not all channels have an equal return on investments (ROI), so you need strategic allocation for optimal results.
Consider factors like audience demographics, reach, engagement potential, and cost associated with each channel. By doing so, you can strategically choose the channels that correspond to your target audience and provide the best ROI based on your budget constraints.
Understand Your Market and Industry
One of the fundamental aspects before deciding the best marketing strategy for your food business in the Philippines is understanding your target market. The steps to obtaining this knowledge include:
1. Identify and analyze your target market
Understanding the key characteristics of your target audience is essential for tailoring your marketing messages, strategies, and branding.
For instance, if your vegan bakery targets health-conscious individuals, you should focus on a specific demographic, particularly millennials and Gen Z. This audience values healthy eating for long-term health benefits. In fact, 76% of Filipino respondents are open to more nutritious ingredients, giving your marketing efforts an advantage.
Studying your target market’s buying habits, lifestyle choices, and product preferences helps you effectively position your offerings. For example, for sustainability-conscious diners, highlighting your gourmet restaurant’s use of organic and locally sourced ingredients in your marketing can showcase unique flavors and ethical sourcing.
This alignment with your audience's interests enhances your products and marketing efforts.
2. Assess channel and execution suitability
Consider the nature of your food business and the preferences of your target audience. Evaluate how well each channel aligns with your offerings and brand identity.
If your business emphasizes sustainability and eco-friendly practices, using channels like YouTube or a sustainability-focused blog can help showcase your commitment to these values.
You can release behind-the-scenes videos on where you source your ingredients or write articles that teach readers more about sustainable practices they can do at home.
3. Research local food trends
Staying current with local food trends helps you differentiate yourself from the competition and meet the evolving demands of your target market. New platforms or strategies may arise that provide unique opportunities for your food business.
For instance, the rise of food delivery apps and influencer marketing can be trends worth exploring to increase your reach and attract new customers.
Some of the other trends for 2023 include plant-based Filipino food, Korean treats, and coffee concepts. To produce interest, you can introduce these elements or promote existing offerings to your eCommerce packages.
You can demonstrate your adaptability and show that your food business is in tune with the preferences of your target market by always staying in step with what’s in and not.
4. Analyze the competition
Study your competitors to understand their marketing channels and strategies. You should identify successful and unsuccessful approaches. If a competitor excels on Instagram with high engagement, it suggests Instagram could be an effective channel for your target audience.
Keep in mind, however, to ensure that their methods also make sense with your goals and business. If you will use a platform, study if your target audience uses it before deploying any campaigns.
Marketing Strategies for Food Businesses in the Philippines
To effectively market your food business in the Philippines, it’s vital to employ various strategies that help you stand out from your competitors. These methods include:
1. Build an online presence
Create a strong online presence by maintaining a well-designed website and active social media platforms. Utilize mouthwatering food photography and engaging content to showcase your unique dishes, unique packaging, highlight promotions, and interact with customers.
Utilize the power of prevalent social media platforms among your target audience. For instance, leverage platforms like Instagram and TikTok to target younger demographics for visual content and effective engagement.
On the other hand, if your target audience consists of professionals, LinkedIn could be a suitable channel for networking and building business connections.
Your content will depend on the social media platform. On Facebook, share engaging posts featuring traditional Filipino recipes, and on TikTok or YouTube, showcase behind-the-scenes content of your chefs preparing local delicacies.
2. Offer promotions and discounts
Implement promotions and discounts that appeal to the Filipino market. Consider offering “buy-one-get-one” deals, holiday discounts, or loyalty programs to reward and attract customers.
These promotions align with the value-conscious nature of Filipino consumers and can help increase sales and, most importantly, drive customer loyalty and increase sales.
3. Implement customer feedback and reviews
Urge customers to leave reviews and provide feedback on platforms like Google Reviews, social media, or food review websites. Positive reviews act as social proof and help build trust in your food business.
Consider offering incentives, such as a free dessert or a small discount, to customers who leave a review. Respond promptly to positive and negative reviews, showing that you value customer feedback and are committed to improving their experience.
4. Engage in collaborations and partnerships
Work with other businesses, food bloggers, influencers, or community organizations to expand your reach. One of the most notable recent partnerships is Shakey’s and Potato Corner. Shakey’s introduced their signature mojos but seasoned with Potato Corner’s signature flavors.
By tapping into existing networks and leveraging their credibility, you can attract new customers who trust the recommendations of these partners.
5. Participate in food events and festivals
Take advantage of local food events, street fairs, or festivals to showcase your food business. Set up a booth where visitors can sample your specialties or offer exclusive menu items for the event.
You can consider attending the World Food Expo, the Manila Food and Beverages Exhibition, International Food Exhibition Philippines, or Cake Fiesta Manila.
If you have a small business, malls and residential villages usually have events where vendors can sign up and sell their products for a weekend or a set duration. These events are similar to night markets by groups like Mercato Centrale.
Use events to engage potential customers in person and distribute promotions.
6. Test and measure
Experiment with different marketing channels and measure their effectiveness and return on investment in business. Analyze key metrics, such as website traffic, conversions, engagement, or customer acquisition, to determine which channels deliver the best results.
Through Google Analytics or other social media analytics tools, you can trace the performance of your campaigns and make data-driven choices to improve your marketing strategy.
Boost Your Food Business with the Right Marketing Strategies
In the competitive food industry of the Philippines, you need strategic marketing to succeed. Build a solid brand presence, engage customers with relevant campaigns, and utilize the right channels to stay ahead of the competition and leave a lasting impression.
While this can be overwhelming, all-in-one service providers like RUSH exist. Our user-friendly eCommerce solutions help you showcase your offerings, engage customers, and drive online orders effortlessly.
Take the leap and watch your food business flourish! Contact RUSH PH today or check out our online webstore to learn more.
