Target Market of Delivery Services, Uber Eats and DoorDash

There is a constant need for new companies that will satisfy the evolving demands of people. Uber Eats and DoorDash are a perfect resemblance of comparably new business concepts in the market. These two are a link between people and restaurants. They make it possible for people to order preferred food from partnering restaurants using their apps and enjoy it wherever the customer wants. Uber Eats and DoorDash are successful, game-changing, and popular companies that have their special place in the market with loyal customers. So, let’s discuss these two one by one to understand what target markets they’ve chosen and why.

Overall target market analysis of Online Food Delivery Services.

Nowadays, restaurants offer alternative options like delivery and takeout for people who prefer to enjoy food outside of restaurants, at homes, or elsewhere. Many restaurants deliver their food themselves, but some companies are the link between customers and restaurants. The market for online food delivery services is comparably new and innovative.

The number of companies in this industry is continuously growing leading to increasing competition. This market is remarkably popular and is estimated to grow steadily in the upcoming years. It is intricately connected with the growth of the number of smartphone users, as people order food mainly using smartphones.

The COVID-19 pandemic has become another factor that had both positive and negative effects on online food delivery services. This was the reason for the overall global economy to slow down. On the other hand, this resulted in more people ordering online food delivery to the home being enabled to physically visit restaurants.

Let’s discuss and analyze a campaign example of Uber Eats.

Uber Eats uses carefully chosen and effective marketing strategies. The company makes sure that the effectiveness of the marketing strategies they use would be measurable. The company is mainly focusing on unconventional methods of marketing.

It is actively using different social media platforms to stay in touch with customers and inform about news and updates. Also, Uber Eats is known for its interesting and funny commercials, which are very often quite informative as well. Another method that the company uses to promote and market its offering is campaigns.

Let’s watch and discuss the following video introducing the “Bring it” campaign.

The campaign video is dynamic, interesting, and funny. The main character of the video is the delivery man who catches the attention of surrounding people. All the surrounding characters wonder what he carries and ask different questions about the food and restaurant choices that Uber Eats offers. All the characters of the video are remarkably different from each other with their occupation, profession, preference, etc.

Their differences can be understood not just by their appearance in the video, but by the questions they ask the delivery man. The delivery man seems funny and outgoing. He enjoys his work and answers all the questions with enthusiasm constantly using “Bring it”. His answers are informative which speaks about his knowledge about the company and its offerings.

The main goal of this campaign was to inform the customers about the new restaurant additions that Uber Eats has, as well as the benefits that customers get with their orders. The commercial features famous UK comedian Guz Khan, who plays the delivery man.

He presents all the updates and benefits that Uber Eats has funnily and interestingly. The name was chosen to describe the “Bring it” has a deeper meaning besides just bringing the food. It about bringing experience, feelings, emotions, and so on. Every person can choose something special to bring with his/her actions, words, and decisions.      

Let’s go through the communication strategy of Uber Eats.

Uber Eats is a part of Uber, which can be quite confusing for some people when it comes to the goals and slogan of the brand. The company uses different taglines in its promotional campaigns, advertisements, and other marketing activities. However, there one official slogan for Uber Eats which is:

“Hungry? Get the food you want, from the restaurants you love, delivered at Uber speed.”

The slogan is remarkably long and wordy. It may seem confusing and hard to memorize. However, these long lines of the slogan perfectly describe the concept of Uber Eats, its operations, and activities. The slogan starts by asking the reader if he/she is hungry, which shows that the reader will need Uber Eats whenever he/she feels hungry and craves food. After this, the company shows its power and capabilities. It shows that you can get the desired food from any preferable restaurant in the place you live in. After all slogan links, Uber Eats to the initial Uber who is known by everyone. It highlights the influence that Uber has on Uber Eats and creates a sense of trust.

It is time to get an insight into the target markets of Uber Eats

To do so let’s discuss the following compilation of commercials.

The video is dark, minimalistic, and unusual. It is not something that you would expect to see connected to food delivery. The viewer can see any type of food in the video, but just the Uber Eats delivery paper bag. All the food that is delivered can’t be seen but is described by the two characters in the video.

These commercial series were made featuring Patrick Stewart and Mark Hamill, who are famous and influential actors. They are best known for starring in the legendary movie STAR WARS and present an interesting and funny crossover of Star Wars and Star Trek.

It seems like these two men are battling using their food choices and preferences. They have remarkably different and even contradicting tastes. They seem spontaneous and adventurous in their decisions.

The actors seem energetic, outgoing, and put together. Both represent people whom Uber Eats tries to attract. All the discussed details of the video, chosen actors and their characteristics point out that Uber Eats focuses on the Fulfillers segment.

Who are Fulfillers?

Lifestyle and Values: 

People presenting the target segment of Fulfillers are usually career and success-oriented. These people readily dedicate much of their time and effort to get the desired results and create a good career. Sacrifices for a career are acceptable for them, as they consider their performance and success a way to stand out.

Fulfillers tend to look for new chances and opportunities in business. They continuously improve their self-actualization and are always open to novelties, risks, and challenges. At the same time, representatives in this segment seek recognition for everything they know, do, and achieve.

Fulfillers are often socially active, like communicating and give preference to a quite modern lifestyle. They are interested in technology, arts, and foreign cultures and use this to project themselves as progressive people. These people consider active usage of time whenever free a secret to living a full and enjoyable life. Fulfillers very often travel, do sports activities, and get out of weekends.

Attitude to Shopping: 

Representatives of the Fulfillers’ target segment like experimenting and switching between different and new brands. Fulfillers treat shopping as a way to relax and improve mood. They give preference to the premium brands.

Their buying decision is not affected by the price of the products. Quality is the number one priority in the products and services that Fulfillers are paying for. They will willingly spend extra money on products that have a satisfying quality to them. Very often, people from this segment make purchase decisions impulsively and quickly.

Some interesting facts about Fulfillers

• They prioritize their appearance and do everything to look good. These people consider fitness and healthy eating as a secret to looking good and staying fit.
• Fulfillers often pay visits to restaurants, cafes, pubs, etc. They will always choose to eat in a restaurant instead of eating at home.
• These people use the Internet all the time. They like to be informed about the latest news and updates to stay up to date and use the Internet as a main source of information.

16 Personalities (Which one is for your business?)

Uber Eats and DoorDash offer delivery services, a much demanded product offering in our days. Although delivery services are typical in almost every household, it is important to know for whom the product/ services is designed for. Uber Eats and Doordash target Fulfillers as their main target segment. 

Fulfillers are business and career-oriented people, with constant strive to climb up career ladder and face risks and challenges. They are very active socially, love to travel and sensing adrenaline with great interest in sport activities.

Fulfillers are only one of the buyer persona types. The spectrum of buyer personas is wider and includes various personality types, differing in their life values, preferences and attitudes.

Designing proper marketing strategy and adjusting products to customers cannot be simpler with our book 16 Personalities. Find your customer, reach them, and design the ultimate marketing strategy!

Moving on to DoorDash, let’s discuss one of its campaigns.

Effective marketing strategy is crucial for the success of any company nowadays. DoorDash implements various marketing strategies including both conventional and unconventional ones. The company continuously presents interesting advertisements and commercials that help to promote and market its products.

Also, it actively uses its social media platforms to stay in touch with customers. There are many other marketing methods implemented by DoorDash, but one particularly interesting and engaging method is the campaigns.

Let’s watch and discuss a video from the “Open for Delivery” campaign presented by the company.

The video is touching and engaging. It makes the viewer look at restaurants in a new way and perspective. The commercial presents a variety of restaurants that serve a diverse type of food from different cousins. The video depicts people who create delicious food as well. The voiceover presents the real value of restaurants in our everyday lives throughout the commercial.

Very often, people take for granted the ability to visit restaurants, enjoy service and tasty food there. Also, the customers of restaurants don’t always realize how their lives, daily routines, and important life events are connected with restaurants.

This commercial comes to remind about all this when people started to appreciate simple things that were once taken for granted. In the times of the COVID-19 pandemic, people were enabled to carry on their daily activities and enjoy a nice time at restaurants and cafes as well.

But besides the ones who couldn’t enjoy food in restaurants, there were people affected much more. The Restaurant owners and staff preparing food. “Open for Delivery” campaign aimed to show people the other side of the story, and encourage everyone to stand by the restaurants and support them.  

Let’s continue with the communication strategy of DoorDash.

To discuss, let’s go through the slogan of the company.

Companies like DoorDash tend to use various taglines in their campaigns, advertisements, etc. Very often, people consider such taglines a motto for the company. Indeed, many of these taglines are quite interesting, engaging, and perfectly describe the brand. Anyways, DoorDash considers the following line as their slogan:

“It’s Our Pleasure”

This slogan is simple, minimalistic, and contains a few words. Despite this, the overall idea behind the logo is much deeper and more extensive. At first sight, you won’t think of an online food delivery company when reading the slogan. However, there is much more to these lines than it may appear at first.

With this slogan, DoorDash tries to emphasize the importance of the customers for the company. Whatever they do is for the customer and his/her satisfaction. After all, the biggest accomplishment of the company is the pleasure they get in the end when completing their task. DoorDash feels confident about its goals and operations and considers its role quite important in the market.  

Now, let’s focus on the target markets of DoorDash.

The discussion of a commercial will help to identify the target market of the brand.

The commercial is active, dynamic, and energetic. All the scenes are colorful, engaging, and different from each other. The video features a big group of people with different backgrounds, appearances, genders, races, preferences, etc. Within all the diversities, there is one common thing among them. All these people are using DoorDash to order online food delivery.

The video shows that they get the opportunity to “visit” the restaurants that they want and enjoy the food and the experience related to it wherever they want. Also, the viewer can see how different the tastes of the characters are based on a wide variety of popping restaurants. All the characters of the video are mainly young people, who look attractive, put together, and neat.

They enjoy life, every second and lead remarkably active lifestyles. They love crowded places, which indicates that they seek to meet new people and to communicate. These people present the people whom DoorDash wants to target. All the discussed details indicate that DoorDash is focusing on the Hedonists segment.

Who are Hedonists?

Lifestyle and Values:

 Representatives of Hedonists’ target segment enjoy crowded places, where they get the opportunity to meet and communicate with new people. Hedonists can bring a refreshing energy to their environment and surrounding. They are known as outgoing people that can be quite adventurous and spontaneous about their choices, decisions, and activities. These people seek fun and enjoyment. They live staying true to the “We only live once” motto.

People belonging to this target segment don’t look for stability, but try to go for changes and new things in their environment, activities, interests, etc. These people put their selves in the first place. They dedicate much time and effort to self-care and their appearance. Hedonists give immense importance to the way they look and try to always look neat and put together.

Attitude to Shopping: 

People from the Hedonist target segment prefer mainstream brands. They link and associate the image of the person in front of them with the brand labels that he/she is wearing. Hedonists like to stand out and be distinguished by the way they look as well. They tend to go for clothing items that will help them to look different and catch attention. These people are quite impulsive in their buying decisions. Representatives of this segment won’t make shopping lists and plan their shopping. Hedonists try to keep up with time and follow trends.

Some interesting facts about Hedonists

• They enjoy changes and go for activities that are entertaining and fun. These people are driven to video games, lottery, and gambling machines.
• Hedonists are among people who don’t enjoy watching TV. Sometimes they watch it only for mainstream programs appealing to them.
• These people use the internet actively all the time. It is a place where they can chat and communicate with friends, and get information and updates about upcoming parties, gatherings, and social events.

Summing up, Uber Eats and DoorDash are perfect examples of companies that timely adjust to the constant changes in the market. They are strong, popular, and demanded. There is surely much more space and opportunities for these companies to continuously prosper. With carefully chosen strategies, devotion to their goals and values, Uber Eats and DoorDash will be able to maintain and grow their place and influence in the market.

These companies utterly understand the role of the customers in their success, thus they will be able to continuously satisfy and keep loyal customers, as well as to enlarge their customer base. That’s it for Uber Eats and DoorDash and their strategies. Check out the main page of our website for more posts like this.

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