Online, mobile and delivery channels have become an important part of consumer foodservice strategies. While it is clear that long-term growth opportunities exist, local execution is far more complicated. This briefing takes a look at the online, mobile and delivery landscapes in four key markets (China, India, South Korea and Brazil), offering insights that can be applied in markets all over the world.
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Online ordering, mobile payments and delivery service together form the foundation of much of the long-term growth opportunities in global foodservice. While these trends are consistent worldwide, the landscape and local context that surrounds them are highly varied. Operators looking to mine growth will need to implement localised strategies, based on the conditions and challenges of each market in which they are hoping to grow.
China is home to a number of strong third-party online payment and delivery services, all of which are backed by influential local companies. This is a benefit for operators looking to expand their sales through such channels, but they will need to do so through partnerships rather than proprietary platforms.
India offers long-term opportunities, with much better competitive odds. Consumer interest in digital ordering and delivery is still growing rapidly; however, third-party providers have so far failed to gain significant traction. The market is still highly fragmented, with significant room for new players and expanded offerings.
Dining out culture in South Korea is shifting toward less social dining, and even towards dining alone. This has opened up opportunities for faster, more convenient restaurant options, as well as services like delivery that cater to more utilitarian meal occasions. South Korea is already highly dependent on delivery, but there is still room to grow.
Despite very poor economic conditions, online and delivery offered rare concentrations of growth in Brazil in 2015. Delivery offers higher income consumers and families a way to enjoy a non-home cooked meal at a lower cost than a full-service restaurant, while investing in online ordering and delivery has helped operators build sales without making significant capital investment in new outlets.