Takeaway
CEP Research for Food Delivery: Increasing Mental Availability.
Case Information
The Question
How does TakeAway embed itself in consumers' minds?
TakeAway, the parent company behind well-known brands such as Thuisbezorgd.nl in the Netherlands, Lieferando.de in Germany, and Pyszne.pl in Poland, is a leading online food ordering platform. With millions of monthly users, TakeAway wanted to understand how strongly its brands are entrenched in consumers’ memories.
They sought insight into their brands’ ‘mental availability’ to stay ahead of the competition and define their growth strategy. This is precisely where the importance of food delivery CEP research comes into play.
The Challenge
How do you act on key customer moments?
TakeAway wanted to understand at which specific moments in consumers’ lives their brands were most relevant. Uncovering these ‘Category Entry Points’ (CEPs) is complex, as they influence both conscious and unconscious behaviour. The challenge was to find a methodology that could reveal these deeply rooted associations and translate them into concrete growth opportunities.
The approach
The path to the right Category Entry Points.
We started with live focus groups in the Netherlands, Germany, and Poland to uncover the spontaneous associative network around food ordering. The resulting long-list of CEPs was then selected for quantification in an interactive workshop with TakeAway’s marketing professionals. Subsequently, 500 respondents per country completed a comprehensive questionnaire to measure the strength of brand associations with these CEPs.
<span data-metadata=""><span data-buffer="">The result
A clear strategic plan for brand growth.
Impact of the result
how the insight led to action.
Optimise marketing communications.
Adjust your messaging to align with moments and situations that act as natural triggers, thereby increasing relevance for consumers.
Strengthen brand associations.
Purposefully build the mental link between your brand and underexposed CEPs, leading to higher ‘mental availability’ and a preferred position.
Identify competitive opportunities.
Discover where your brand can gain ground against competitors, allowing you to invest more precisely in positioning and innovation.
Develop new services.
Adapt your offerings based on the needs revealed by the analysed CEPs, directly addressing unfulfilled customer desires.
Related cases.
TakeAway
De Baak
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