Au Notebook: Exploring F&B Sales Activities on Online Channels

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Do you want to reach more customers, grow revenue and expand market share?

Have you tried an online business like your competitors but didn’t achieve the success you expected?

In the new normal era, when the Covid 19 pandemic creates a strong change in consumption habits, customers tend to choose to order more online, especially in the culinary field. Parallel to that is the rapid development of a series of delivery applications such as Grab, Shopeefood, Baemin,… causing F&B business owners a headache trying to find ways to keep up with trends, balance costs as well as meet their needs. ever-changing customer needs.

So, how can F&B business owners understand users and come up with creative solutions to engage and deepen the brand image in customers’ minds?

Let’s briefly explore Aurora’s trends, case studies and innovative proposals in the article below (full report here)!

Potential for F&B market development

• Did you know that Vietnam is among the top 3 countries recording significant growth in the food delivery market? According to the Food Delivery Platforms in Southeast Asia report, the food delivery market in Vietnam ranks in the top 3 for strong growth, and has achieved a value of up to 1.1 billion USD in 2022, an increase of 37.5% compared to with 2021.
• More specifically, in this potential market, third-party delivery applications account for 72%, up to 5-6 times more than other ordering methods. (Order via social networks, phone orders and store applications)

Popular restaurant trends 

• The Covid pandemic has sparked completely unprecedented restaurant trends. Among them, the two most popular trends can be mentioned as: cloud kitchen (virtual restaurant because it does not own any physical facilities such as business premises but operates entirely based on cooperation with third parties). or online ordering service) and semi-finished products (forms that provide pre-processed and pre-prepared ingredients to help customers complete the dish at home, ensuring time savings). and food quality).
• Along with restaurant trends is the 8/2 trend, also known as the revenue ratio trend. According to reports on F&B brands in the industry, usually 80% of orders come from food delivery applications such as Grab, Shopee,… and the remaining 20% come from self-operated systems such as hotline, inbox and self-delivery via AhaMove, GrabExpress. This leads to a difference in service costs, causing business owners to strive to improve the ratio to 7/3, even 6/4 depending on the relationship between the two parties.

Potential audiences of F&B brands

• Young families: #FamilySavers – According to the report “Vietnam’s Beverage Consumption 2022”, up to 72% of food delivery users in Vietnam are families with young children; 7 times is the minimum number of times they order food per month. Accordingly, the concerns of these subjects when ordering are brands that prioritize the optimal experience for the family, save costs when ordering food and drinks, and ensure safe quality and origin. Hygiene of raw materials.
• Gen Z target: #SocialFoodies – Following the family target are Gen Z young people, a customer group that accounts for 1/3 of the working age population. According to the report “Vietnam’s Beverage Consumption 2022”, up to 70% of Gen Z users have the ability to influence the entire family’s shopping decisions; Every 3 days is how often Gen Z orders drinks at home or at the company. Gen Z are dynamic young people who always want to be proactive in ordering menus and dishes to their liking, as well as being strongly influenced by trends from social networks.

04 prominent consumer trends in the Online F&B industry

Trend 01: Vietnamese users like to experience cuisine at home and customize dishes as desired

Trend 02: Prefer healthy food and dishes

Trend 03: Off-peak snacks increase sharply due to return to office life

• Thanks to the return of offices after the epidemic, users tend to order snacks during work hours.
• They consider snacks as foods that help relax and relieve stress.
• 60% of users tend to order snacks in groups (friends, colleagues, family).

Trend 04: FREESHIP is a national offer, even if you have to order additional side dishes 

• According to a survey in Vietnam by i-Buzz Asia, 70% of users prefer free shipping & nearly 60% look for promotion codes.
• Price the user is willing to buy more: 7,000 VND.
• Frequently purchased side dishes: Snacks, Desserts, Drinks.

04 challenges when selling online

The journey to reach customers of F&B brands

Corresponding to diverse consumer trends, brands also rely on the customer experience journey to build the most optimal touch points.

Specifically, each successful F&B brand approaches customers and suggests solutions for business owners

👉🏻 Let’s explore with Aurora in the report “F&B industry sales activities on Online channels” here!

Are you ready to have creative and unique communication ideas for your F&B brand? Contact Aurora right at email: hello@auroravietnam.co!

And don’t forget to read the next reports by clicking follow on Aurora’s fanpage and website!