100% Home Delivery/Takeaway in Singapore

PROSPECTS

Increasingly busy lifestyle pushing more consumers to opt for food delivery services

“Time-stressed” consumers are beginning to increasingly opt for convenience, especially with regard to dining. Companies providing food delivery and takeaway services should expect to see brisk business, as they fulfil consumers’ demand for convenience and quick dining.

More foodservice companies exploring food delivery service via third party delivery platforms, although challenges are abound

More foodservice companies, especially independents, are increasingly partnering with food delivery applications to expand their customer base and increase their brand visibility, which has helped to increase the number of food delivery and takeaway orders placed across foodservice establishments. In general, most foodservice companies experience a 5% to 10% increase in revenue after partnering with food delivery companies, in addition to allowing foodservice companies to serve more customers without having to expand physical dining space.

Potential for unsustainability in the industry as demand for food delivery services grows

In spite of the rising popularity of home delivery and takeaway services, challenges have begun to show within these areas as well, ironically due to the increasing popularity of food delivery applications. As demand for food delivery services goes up, so has the demand for food delivery staff as well; on average, wages for delivery staff went up an average of 50% in the period 2014-2017.

COMPETITIVE LANDSCAPE

Pizza Hut’s delivery arm remains the largest within 100% home delivery/takeaway, but competitors are catching up

The category of 100% home delivery/takeaway is dominated by pizza delivery services, with Pizza Hut being the largest 100% home delivery/takeaway brand in terms of combined sales. Pizza Hut has been very active in giving out delivery and takeaway promotions, such as its “WOW Take-Away Deal” and various co-brand promotions.

Challenge from Domino’s Pizza

Pizza Hut’s leading position is slowly being challenged by other home delivery/takeaway companies, most prominently Domino’s Pizza. Besides launching aggressive online promotions similar to those of Pizza Hut, it also has an equally extensive delivery network, allowing it to better compete against Pizza Hut’s dominant delivery services.

Foodservice companies with delivery services and delivery applications considering partnerships as the solution to competition

Interestingly, the rising popularity of food delivery applications has led to bigger brands, some of which operate as 100% home delivery/takeaway companies, partnering with these food delivery applications to fulfil delivery orders. Both sides are doing this out of pragmatic reasons given the limited supply of delivery riders in Singapore, but with more delivery services being provided, foodservice companies with existing delivery services will have to compete strongly against food delivery applications to secure this limited pool of delivery riders.

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