The online takeaway portal is launching a multi-channel drive next week (19 March) to showcase the nation’s best delivery drivers. It has handpicked five contenders from the more than 10,000 peer-restaurants it partners to star in online content promoting its self-created “Delivery Hero Day” at the end of the month (29 March).
Hungryhouse says the activity will inject “personality” into its young brand and highlight its business model, representing “lots of smaller restaurants”.
The campaign chimes with the brand’s first TV advert at the start of the year that saw it look to differentiate itself from market leader Just-Eat by linking to the “Moment of Delivery”. The focus on customer experience is underpinned by Hungryhouse’s performance-based digital marketing being supported by more traditional campaigns now, a change it says will allow for a greater focus on its products.
Hungryhouse will start the strategy through upcoming initiatives for its mobile app, which it claims account for 25 per cent of its orders. The business is planning to use app-only discounts, push notifications and other mobile-related techniques to encourage customers to shift from using its website to the app.
Alice Mrongovius, marketing director at Hungryhouse UK, says the company believes it can drive more revenue from the channel in the long-term adding future marketing strategies will adopt a “mobile-first” mentality. The support for both the brand and its product offering follows a $88m (£53m) investment from venture capitalists Insight Venture Partners at the turn of the year.
Mrongovius adds: “We’ve brought the product and marketing teams much closer together to create a more fluid user experience. It’s allowed us to really bring to the fore our point of difference around the moment people receive their deliveries and the quality of our product.
“We’re now able to work on a much more local level under the new strategy and looking forward we’ll look to integrate our mobile offering much further into that mix. Mobile orders are growing month-on-month and so we want to make it the core channel for the business moving forward.
Hungryhouse turned its first profit last September in eight years. It said at the time the company is processing about £300,000 worth of orders a day.