Feeding Australia’s Appetite For Convenience
There’s no doubt the pandemic has severely affected many industries in Australia – from tourism to telecommunications, education to events. Despite this, quick service restaurants (QSRs) have managed to perform relatively well during this difficult period, with some even reporting sales revenue growth over the last two years.
Now, as the country continues on its recovery phase and businesses start adjusting to new customer habits and lifestyles, QSRs are facing additional challenges on several fronts. These include new entrants into an already saturated market, upgraded offers such as prepared meals from supermarkets and cafes, and a growing consumer trend towards a more plant-based diet.
In order to stay relevant and ahead of the competition, especially where Gen Z is concerned, QSRs need to start thinking of new ways of marketing to their audience, fostering brand love and loyalty, and increasing accessibility. To aid them in their efforts, Twitch conducted a study with Asia Insight, a research consulting firm, where both the general population and Twitch audience in Australia were surveyed on their attitudes and behaviours towards QSRs.
Recipe for success: A dash of choice, a pinch of convenience, and a sprinkling of community.
In many ways, the things that Twitch viewers love about the service – Choice, Convenience, and Community – are mirrored in their approach towards QSRs. This parallel reinforces the fact that these restaurants need to elevate their marketing and become more than just a place to get a quick meal, but also a part of an established lifestyle if they wish to successfully appeal to the growing Twitch audience.
Choice:
With millions of unique streaming channels on the service, Twitch viewers are definitely spoilt for choice. While the number of QSRs on the market are certainly not in the millions, new players will be heartened by the fact that 50 per cent of Twitch viewers stated they like to try new QSRs, which definitely helps lower the all-important product trial hurdle.
Convenience:
Whether it’s watching their favourite streamer on their phone while on public transport or on a big screen monitor in their bedroom, Twitch viewers have long enjoyed the convenience of fitting their entertainment into their routines, not the other way around. Similarly, for QSRs, Twitch viewers are more inclined to take advantage of the convenience of pickup (70 per cent) and delivery (77 per cent), while preferring locally-owned restaurants for dining in (74 per cent).
Community:
Twitch is built on its communities and a large part of its appeal is that there’s almost certainly a channel for anything you’re interested in. From games to travel, music and more, Twitch brings people together. When it comes to food, Twitch viewers are far more likely to enjoy a QSR meal with family (56 per cent) and friends (53 per cent) rather than alone (24 per cent).
Today’s special: The what, how often, and how much of dining at QSRs.
When deciding which QSR to eat, Twitch viewers listen to their taste buds almost as much as they do their wallets, with taste and price being their top two considerations. Furthermore, compared to the general population, QSRs selling burgers, chicken, sandwiches and tacos rank the most popular among Twitch viewers.
Now serving: Food right at your doorstep.
Meal delivery services experienced a boom during the pandemic, and they’re still going strong. Currently, the top three companies, in order of preference both for Australia and among Twitch viewers, are Uber Eats, Menulog, and DoorDash.
However, Twitch viewers prefer to have freedom of choice and 55 per cent of them rely on more than one service to order their food. While a reasonable delivery fee (62 per cent) and deals offered (49 per cent) are factors in choosing which service to use, the biggest consideration for Twitch viewers is whether the service has a variety of their favourite restaurants to choose from (70 per cent).
Case study #1: The Uber Eats Cook-off
Uber Eats Australia wanted to get the word out that they now deliver groceries with the same speed and convenience that its customers have come to expect from the service. Leveraging on the insight that everything is a competition to gamers, Uber Eats created a live cook-off on Twitch between two popular streamers, Loserfruit and Fasffy. The competition was hosted by the duo /MissMollyMakes who also provided cooking tips and drove the conversation as the contestants cooked their “Aussie Christmas” dishes.
The live content, fun personalities of the streamers, and engagement with viewers through votes made this campaign a resounding success with an increase of 55 per cent in ad messaging associations, 39 per cent for top-of-mind brand awareness, and 19 per cent in unaided brand awareness.
Case study #2: Everyone’s Player One With DoorDash
As the new service on the block, DoorDash needed a unique way to drive consideration and let people know they delivered more than just food, but also groceries, gifts, pet food, and more. In collaboration with Twitch streamer PlayitShady, DoorDash created two commercials in the style of a retro 8-bit video game to appeal to the audience and make every viewer feel like they’re Player One.
These commercials premiered during PlayitShady’s two-hour livestream and were supported by a live delivery of everything her avatar ordered in the commercial. To foster engagement, a special promotion was offered to chat users and DoorDash even gifted subs to viewers during the stream. All this helped drive live chat mentions of DoorDash from an average of 330 to over 2,200 within the 2-hour period.
When talking to a generation raised on speed and convenience, QSRs are certainly in a good position to build long-lasting relationships based on not just what they eat, but also the why, when, and with whom. More importantly, they need to go beyond just providing value-for-money meals and start providing engaging experiences and authentic content as well.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.