CHAPTER II

Review of Related Literature and Studies

This section offers related information to help you better understand

Foodpanda's offerings and how they promote their services. The researchers

gathered the data from different articles such as; studies, journals, articles,

books, and other research.

Local Literature

Philstar (2020) has recently released that the country transitioned from

ECQ to GCQ, more Filipinos were accustomed to and depended on these

delivery services for basic necessities. Daily necessities, such as fruit, meats,

pantry items, and toiletries, have been increasingly in demand in many families,

as nearly everyone is at home 24 hours a day.

Rappler (2020) stated that the on- demand food delivery service,

foodpanda reported its expansion to more cities in the Philippines, securing the

brand's position as the country's largest online food and grocery delivery service.

In this time Foodpanda is now widely available in different cities such as Malolos,

Dasmarinas, Iligan, Legazpi, Cabanatuan, Dagupan, Olongapo, Novaliches, and

Batangas.

Handog (2020) said that we are fortunate to have a few food delivery apps

to pick from and foodpanda is one of the most common delivery app. foodpanda

integrated more restaurants in 2019. foodpanda also has vegan and vegetarian

restaurants that cater to customers who prefer healthier options such as Cosmic,

Green Bar, and The Good Seed.

card payment option, as a frequent user of meal delivery apps. Not only did this

help me fulfill my hunger when I didn't have any cash on hand, but it also came in

handy when I wanted to order huge amounts of food for work or family

gatherings.

Sallan (2020) Foodpanda has created pandapro, an exclusive

membership program that rewards dedicated customers with more meaningful

experiences. A pandapro subscription offers everything one needs to unlock a

wide range of unique advantages and more, and is designed not just for frequent

supermarket shoppers but also for people who frequently enjoy their favorite

eateries at home.

Orange Magazine (2020) stated that the Foodpanda Philippines, the

country's most comprehensive food and products delivery services, has

partnered with Gcash, the country's most popular and trusted e-wallet service, to

enable consumers to pay for their orders using Gcash wallets. With cashless

payments becoming the norm, Foodpanda and G-cash will be able to give

customers with the comfort of satisfying their hunger without having to deal with

cash. The demand for the delivery service has increased to include more cities

since its introduction, and it is constantly growing. “At foodpanda, we strive to

make our services convenient for all our customers – that’s why we are very

excited to announce this partnership with GCash so as to help more users have

an option when it comes to a seamless and cashless transaction,” said Daniel

Marogy, foodpanda Philippines’ Managing Director.

the establishment of its 100th store in the country, which is the company's

biggest milestone too far. Foodpanda is giving a PHP 100 discount to all users

nationwide from December 9 to 13 on orders with a minimum value of P499 with

the code "FP100CITIES," in honor of the exceptional milestone that secures the

brand's status as the Philippines' leading on-demand food delivery service. With

more than 100 local markets, the country currently has the distinction of being

the first and only Asia Pacific (APAC) country to have 100 local markets. In the

meantime, this year had provided problems, foodpanda created opportunities

specially to small businesses in different local areas.

Van (2020) Foodpanda, a Filipino meal delivery business, has expanded

into grocery deliveries. The company says it has added a "Shops" option to the

Foodpanda app, partnering with major merchants such as 7-Eleven.

“Shops provide Foodpanda users more options and upgrades so they will

never have to run out of everyday essentials,” said Paolo Biondi Te, head of

grocery at Foodpanda in the Philippines.

Foreign Literature

Liu, Chen, and Zhang (2021) mentioned the first idea is to broaden the

age range of potential customers. The survey discovered that the majority of

Foodpanda customers were between the ages of 20 and 30, indicating that the

delivery platform may target middle-aged and older customers with promotional

efforts. Second, if the cost of food is too high, low-cost restaurants could be

introduced to expand the market.

of all ages and genders; anyone who wishes to make a purchase can do so;

anyone with internet connection can also see the site and make

purchases/delivery.

Statista Research Department (2021) reported that, as of June 2020, 30

percent of respondents aged 45 and up ordered from meal delivery apps once or

twice a week, according to a survey done by Rakuten Insight in the Philippines.

In comparison, only 1% of people aged 55 and up ordered many times per day .

CNA (2019) revealed that the food delivery firm Food Panda has

expanded its services to include groceries, basic necessities, and flower delivery.

Food Panda consumers can order items, beauty products, and infant care

products, and have them delivered to their doorsteps in less than 25 minutes.

According to the company, it has grown its connections with over 1,000 shops,

including supermarket chains like Hao Mart, Caltex Star Mart, and the fishwives.

Startuptalky (2021) generalized that Food Panda's marketing approach

includes social media marketing according to the company. Food Panda sends

out emails to its subscribers on a regular basis, and the company announces

food festivals, special offers, and incentives to its customers. Food Panda also

uses a variety of social media platforms to promote its products; they have a

Facebook page where they make regular updates and communicate with

customers to preserve their brand value. Food Panda has thousands of Twitter

followers and is known for its funny and distinctive taglines. These taglines are

used in Food Panda's advertising campaigns.

delivery service in the market. Foodpanda's customer care inquiries are

managed through Zendesk chat, and the company has a 90 percent customer

satisfaction rating as a result of this customer assistance. They had also

developed a strategy on how to manage its support team on an international

scale. Food panda aims to provide chat support in multiple languages worldwide

to ensure that the customers’ demands are being handled.

Foodpanda makes extensive use of social media, the most potent promotional

channel available. On Facebook, it has over 2.2 million likes, while on Twitter, it

has roughly 27k followers. It also sponsored a social media promotion in 2013 in

which customers had to use the code "IPAD" while purchasing food to be eligible

for a contest and a chance to win an IPAD by ordering more meals through

foodpanda.
 References

A. Journals/Periodicals

Philstar (2020, July 14). Foodpanda expands services to meet consumers’ needs

for safe, reliable deliveries in the new normal. Philstar.

Rappler (2020, September 11). Foodpanda delivers quality service to more cities

in the Philippines. Rappler.

Team Orange (2020, October 14). GCash, foodpanda satisfy Pinoy’s cravings

with good food and cashless transactions. Orange Magazine.

The Manila Times (2020, December 12). Foodpanda reaches 100th city in the

Philippines, celebrates milestone with an exciting promo. The Manila

Times.

B. Thesis/Dissertation

Marj Casal Handog (2020, Febuary 12). The pink effect: How foodpanda satisfied

the Filipino cravings. University of the Philippines, Manila.

Edwin P. Sallan (2020, November 8). Foodpanda pro is the gift that keeps on

giving. Adamson University, Manila.

Tong Van (2020, May 27). Foodpanda in the Philippines expands into groceries.

Law School, Ho Chi Minh City

Yi-Yuan Liu, Shun-Hsing Chen, and Jia-Xuan Zhang (2021, October 3). Applying

Importance–Satisfaction Model to Evaluate Customer. Licensee MDPI,

Basel, Switzerland.
Ritvika Srivastava (2019, April 10). Case Study: How Foodpanda Earns Money.

University of Connecticut, Mansfield.

B. Online Sources

University of Brighton Blog (2018, October 29). WORKSHOP 2: FOODPANDA.

Information gathered from

https://blogs.brighton.ac.uk/charliebrown/2018/10/29/workshop-2-

foodpanda/

Statista Research Department (2021, September). Frequency of ordering food

from food delivery apps in the Philippines as of June 2020, by age group.

Information retrieved from

https://www.statista.com/statistics/1140768/philippines-frequency-of-

using-food-delivery-apps-by-age/

CNA (2019, October 30). Groceries on demand: Food panda expands delivery

services. Information collected from

https://www.channelnewsasia.com/business/foodpanda-deliverygroceries-

flowers-household-items-1315061

Startuptalky (2021, April 20). Food panda Business Model | How Food panda

Makes Money. Retrieved from; https://startuptalky.com/foodpanda-

business-model/
Zendesk (2021). Food panda sees the highest satisfaction ratings from live chat

which they provide online and embedded in their app.

https://www.zendesk.com/customer/foodpanda/