The Business of F&B Innovation - Feb 1, 2017

1. THE MOBILE DINER:
How Digital Marketing is
Changing the Dining Lifestyle

2. The Filipino Foodie
Individuals who are strongly
interested in food,
restaurants and cooking
68%
of total Filipino
Respondents from the
Global Web Index Q4, 2016

3. The Filipino Foodie
M:
58%
F:
42%
AGE
16-24 28.8%
25-34 29.5%
35-44 21.2%
45-54 13.9%
55-64 6.5%
SITES VISITEDRELATIONSHIP
Married 39.9%
Single 39.7%
INCOME BRACKET
Mid 50% 34.9%
Top 25% 20.6%
95.2% 95.0%
84.0%
59.8%
56.9%

4. Dining Then
SIT ORDER EAT

5. Dining Now
SIT ORDER EAT
Read
reviews
Check
Groupon
Deals
Book a
table
Snap
IG
Tweet
Rant
FB
IM
Snap
IG
Tweet
FB
IM
IM friends
about
experience
Rave
Order
delivery
Subscribe
to meal
programs

6. Role of Digital Marketing
Dining is no longer confined
to restaurants
Sit-in dining concept is challenged by
new dining formats. From this trend
emerges settings such as food parks,
food halls, shared-kitchens, grocerants
among others.
Digital Marketing breaks the four walls of
the restaurant experience and likewise
encourages the rise of new dining formats
by creating greater awareness and
spurring interest.

7. Dining out
As more opt to dine-out the mealtime
landscape is now diversified and
consumers can choose depending on
which one best fits their needs primarily
out of convenience or experience.
*http://www.rappler.com/move-ph/issues/hunger/72785-2014-nielsen-shoppers-trend-report
**Adaptation of Euromonitor’s mealtime competitive landscape
Prioritized
Experience
Prioritized
Convenience
Cooking
At Home
Dinin
g Out
Fast
Casual
Meal Delivery
Subscription
Standard
Delivery
Online
Aggregators
Drive
Thru
Walk-up
Windows
Kitchen
Sharing
“Grocerants”
Grocery +
Restaurants
25%
Filipinos who frequently eat out
vs. 14 percent in 2012*

8. Food
Truck
Food
Park

9. Grocerants

10. Dining-out can mean In-
Home but Not Home-
Cooked
* 100% Home Delivery/Takeaway in the Philippines, Euromonitor May 201
As the Filipino lifestyle becomes busier and
time-strapped there’s an increasing incidence of
having food delivered. So while the preparation
of home cooked meals is declining, people are
opting to enjoy restaurant meals in the comfort
of their home.
17.8B
Value of 100% Home
Delivery/Takeaway business which
registered a 14% lift in 2015

11. Meal
Subscriptions
There is also a growing number of foodservice
companies who are offering meal subscriptions.
Locally, we observe this from individuals who
advocate or aspire healthy living by eating food
items that are natural, organic or people to
follow diet plans such as Paleo, Keto and etc.
Apart from making use of more sophisticated
ingredients like quinoa, kale, gluten-free and the
likes these meal subscriptions likewise indicate
the calories they contain.

12. “Good Service”
has a broader
meaningConsumers now experience a
foodservice company even outside its
premises and even goes beyond the
interaction with the dining staff. In the
mobile dining age, ”Good Service”
means quick, efficient, easy-to-use,
seamless, online and mobile
transactions, as well as reliable
execution when it comes to taking
orders and delivery.
Apps like Booky allow customers to
conveniently reserve a table from
their mobile. No need to scramble
and look for the restaurant’s number
from Google.
Source: “Consumer Foodservice: Online, Mobile and Delivery” (Euromonitor, 2016)

13. Nibble on this…
VizEat is kitchen-
sharing app that allows
travelers to connect with
locals who share their
culinary expertise. It’s like
the AirBnB for food.
In the Philippines, there is
a similar service offered by
a group called Plato
PH on Facebook. Only
this time, Filipino Chefs
open their homes to
guests.

14. Implications
o Less restaurant diners but
kitchens will stay busy or even
busier.
o Consider engaging with the
diners even before they step
inside a store (Menu, prices and etc.
are available online)
o Partner apps or online
platforms can share valuable
information about customers
that can be used for future
service or offering upgrades.
Recommendation
a) Identify the most relevant
communication touchpoints of your
consumer
b) Tap lead generation experts to
measure and evaluate online
operations and promotion
Dining is no longer confined to
restaurants

15. La Place in
Netherlands
livestreams the Chef
What is it?
Ordering your pizza through a
video billboard
What does it want to
convey?
La Place uses fresh pizza dough
and fresh ingredients
What channels did they
use?
Outdoor and digital (livestream)

16. Japan Railways:
Lunch Capsule
Prescription
What is it?
Nutritious Lunch Generator using
Line (Communication App)
What does it want to
convey?
There is always a healthy meal
that suits your lifestyle.
What channels did they
use?
Digital, Social Media and Public
Relations

17. Vocal Foodies
With Filipinos spending longer hours
on the internet and on their
smartphones, more and more people
are finding their digital voice. And as
micro-Vlogging Apps are introduced,
foodies can now share their meals and
dining experiences differently.
Role of Digital Marketing
Digital Marketing helps generate content
that may positively or negatively shape the
perception of potential costumers.

18. 34%are posting about food &
restaurants vs. less than 25
percent in 2012
52%of Digital Filipinos post &
review online in the past
month
Global Web Index, Q4 2016

19. Digital Fusion:
Business X Digital
Influencers
Influencers on the digital space are now
seeing the value of monetizing what
they do. In fact, there is an event
organized by a local company called
Blogapalooza that bridges bloggers to
their partner business for potential
“collabs”. Depending on the nature of
the projects, some bloggers go solo or
they also work with fellow bloggers with
the same or related interests.

20. Sharing
DifferentlyNowadays it is becoming less about the flatlays and documenting nice meal
spreads – it’s all about sharing in-the-moment mementos. The introduction of apps
like Snapchat, Instagram Stories and Facebook Live made broadcasting meals a
staple in every dining table.

21. Implications
o There is greater authenticity in
promoting your products and
services
o Responding promptly to
positive and negative reviews
or comments are essential.
o With the popularity of videos as
a sharing format, the sound or
music will now matter
alongside the visuals.
Recommendation
a) Find digital partners, whether
individuals or networks, who will
provide honest feedback and
who will expand the reach of
your brand.
b) Develop an influencer strategy
and clearly assign an objective.
Ex. Reach a bigger audience or
Create affinity with influencer’s
followers.
Vocal Foodies

22. KFC France: Social Opening

23. KFC Philippines: Junior Promotion

24. 21 Dining is no longer
confined to
restaurants
o Dining-Out: more Filipinos opt to eat out
primarily for convenience or to experience
something new and/or unique.
o Dining-Out can mean In-Home but not
Home-Cooked: families are bring the unique
taste of eating-out within the comforts of their
homes
o Meal Subscriptions: advocates of healthy
eating are growing the behaviour of subscribing to
daily or weekly meal plans
o “Good Service” has a broader meaning:
rendering commendable service to consumers is no
longer defined by the physical space of a
restaurant, various apps are making payment,
booking and ordering more and more convenient
o Digital Fusion: Business X Digital
Influencers: as digital influencers begin to
monetize their craft, businesses need to identify
the ideal influencer strategy with the service or
product they are offering
o Sharing Differently: it is no longer about the
nice photos or flatlays but how current is the object
you are sharing given the new live feature of
Facebook and the tried and tested broadcast apps
like Instagram and Snapchat.
Vocal
Foodies

25. Thank you