Unleashing Loyalty: Tactics for Sustaining User Engagement Beyond the Purchase

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October 11, 2023

Securing a sale is merely the beginning of the road in the fast-paced world of business. Companies must focus on retaining customer involvement after the initial purchase to prosper in today’s competitive market. Long-term success is dependent on developing and cultivating client loyalty.

1. Personalized Experiences: Tailoring the customer experience to individual preferences is a powerful way to maintain engagement. Utilize data to create personalized recommendations, offers, and content that resonate with each customer.

2. Loyalty Programs: Reward customers for their loyalty with incentives such as discounts, exclusive access, or early product releases. Loyalty programs not only encourage repeat purchases but also foster a sense of belonging.

3. Educational Content: Share valuable content related to your products or industry. This positions your brand as an authority, provides ongoing value to customers, and keeps them engaged.

4. Responsive Customer Support: Prompt and efficient customer support, available through various channels, assures customers that their concerns will be addressed quickly and effectively.

5. Feedback Loop: Encourage customers to provide feedback and suggestions. Act on this input to show that you value their opinions and are committed to improvement.

6. Community Building: Create a sense of community around your brand. This can be achieved through forums, social media groups, or in-person events where customers can connect with each other and share their experiences.

7. Email Marketing: Use email marketing to stay in touch with customers. Share product updates, industry news, and exclusive offers to keep your brand top of mind.

8. Surprise and Delight: Occasionally surprise customers with unexpected perks, gifts, or personalized messages. These unexpected gestures can create memorable moments and strengthen loyalty.

9. User-Generated Content: Encourage customers to share their experiences through reviews, testimonials, and user-generated content. This not only builds trust but also showcases real-life examples of your product or service in action.

10. Experiential Marketing: Create unique and memorable experiences related to your brand. This can include events, challenges, or interactive campaigns that engage customers on a deeper level.

11. Social Responsibility: Demonstrate your commitment to social and environmental responsibility. Customers appreciate brands that give back to the community or take steps to reduce their environmental footprint.

12. Predictive Analytics: Use data-driven insights and predictive analytics to anticipate customer needs and preferences. This allows you to proactively provide relevant offers and solutions.

13. Multi-Channel Engagement: Engage with customers across multiple touchpoints, including social media, mobile apps, email, and in-person interactions. Consistency across channels is key.

Success Stories in Sustaining User Engagement

Apple: Apple’s ecosystem of products, services, and customer support keeps users engaged long after the initial purchase. Their dedication to seamless integration and customer satisfaction builds enduring loyalty.
Amazon Prime: Amazon Prime offers a bundle of benefits, including free shipping, streaming, and exclusive deals. This loyalty program keeps customers engaged and encourages frequent purchases.
Starbucks: Starbucks’ mobile app combines loyalty rewards, mobile payments, and personalized offers to create a seamless and engaging experience for coffee lovers.

In today’s business landscape, building and maintaining customer loyalty is essential for long-term success. Sustaining user engagement beyond the purchase involves personalized experiences, loyalty programs, educational content, responsive customer support, feedback loops, community building, email marketing, surprise and delight, user-generated content, experiential marketing, social responsibility, predictive analytics, and multi-channel engagement. Brands that invest in these tactics are not just selling products or services; they’re nurturing lasting relationships that can weather market fluctuations and stand the test of time. In the realm of loyalty, the journey is just as important as the destination, and businesses that understand this can truly unleash the power of customer loyalty.

Appetizing Appraoch: Creating the Ideal Mobile-First Strategy for Food Brands

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October 11, 2023

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Mobile devices have become a portal to gourmet adventure in today’s digital era, where the world is increasingly at our fingertips. Food firms who understand the importance of mobile-first strategies are grabbing the chance to fulfill customers’ appetites while also cultivating long-term connections.

The Mobile-First Imperative

Why is a mobile-first strategy so critical for food brands? Here are some compelling reasons:

Ubiquity of Smartphones: Mobile devices have become an integral part of our daily lives, and they’re the go-to tool for searching, browsing, and ordering food.
Instant Gratification: People expect quick and convenient access to food options. Mobile apps and websites provide immediate satisfaction, making them the preferred choice for hungry consumers.
Personalization: Mobile platforms enable food brands to tailor their offerings and promotions to individual preferences, fostering a sense of personal connection.
Data Insights: Mobile interactions generate a wealth of data that can be used to refine marketing strategies, understand customer behavior, and make informed decisions.

Creating the Ideal Mobile-First Strategy

Optimize Your Website for Mobile: Ensure that your website is responsive and mobile-friendly. It should load quickly, provide a seamless browsing experience, and make it easy for users to find and order food.
Invest in a Mobile App: Consider developing a dedicated mobile app for your food brand. Apps offer a more customized experience, loyalty programs, and direct communication channels with customers.
User-Friendly Design: Prioritize user-friendly design and intuitive navigation. Customers should be able to place orders, browse menus, and access essential information effortlessly.
High-Quality Visuals: Showcase your food with high-quality images and videos. Visuals play a pivotal role in enticing customers and increasing appetite appeal.
Mobile Payments: Implement secure and convenient mobile payment options. Make it easy for customers to pay for their orders through mobile wallets, credit cards, or digital payment platforms.
Geo-Targeting: Use location-based marketing to target customers in specific areas. Offer promotions, discounts, or delivery options based on their proximity to your physical locations.
Personalized Recommendations: Leverage customer data to provide personalized recommendations. Suggest menu items based on their previous orders and preferences.
Loyalty Programs: Create loyalty programs that reward repeat customers. Offer discounts, free items, or exclusive deals to incentivize continued patronage.
Streamlined Ordering Process: Simplify the ordering process as much as possible. Minimize the number of steps required to complete an order, reducing friction for customers.
Customer Feedback: Encourage and actively gather customer feedback through your mobile platforms. Use this information to make improvements and show that you value their input.

Success Stories in Mobile-First Food Branding

Domino’s: Domino’s Pizza’s mobile app is a prime example of mobile-first success. They’ve integrated features like real-time order tracking and voice ordering, making it incredibly convenient for customers.
Starbucks: Starbucks’ mobile app combines loyalty rewards, mobile payments, and personalized offers to create a seamless and engaging experience for coffee lovers.
Uber Eats: Uber Eats has revolutionized food delivery with its mobile app. Users can easily browse local restaurants, place orders, and track deliveries in real-time.

A mobile-first strategy is the perfect recipe for food brands looking to satiate the digital appetites of today’s consumers. By optimizing websites for mobile, developing user-friendly apps, embracing high-quality visuals, offering mobile payments, utilizing geo-targeting, providing personalized recommendations, implementing loyalty programs, streamlining the ordering process, and actively seeking customer feedback, food brands can create an ideal mobile-first approach that leaves customers craving for more. In the world of mobile dining, success is served to those who prioritize convenience, personalization, and a satisfying user experience.

Designing Brand Excellence: A Blueprint for the Perfect Brand Image

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October 11, 2023

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A brand’s image is more than simply a logo or a slogan in the business world; it is the expression of its identity, values, and promises crafting the ideal brand image is analogous to crafting a masterpiece, and it needs meticulous preparation, creativity, and perfection.

1. Know Thyself: Uncover Your Brand Identity

Before you can create the perfect brand image, you must first understand your brand’s identity at its core. This means defining your brand’s mission, values, personality, and unique selling propositions. Ask yourself:

What does your brand stand for?
What values does it embody?
How do you want your brand to be perceived by your audience?
What sets your brand apart from the competition?

2. Audience Analysis: Understand Your Target Audience

Your brand image must resonate with your target audience. Conduct thorough research to understand their needs, preferences, behaviors, and pain points. Define your ideal customer personas to guide your image creation. Consider:

Who are your primary and secondary target audiences?
What are their demographics and psychographics?
What problems or desires does your product or service fulfill for them?
How do they perceive brands in your industry?

3. Craft Your Brand Story: The Narrative Behind the Image

A compelling brand image is often built around a captivating brand story. This narrative should align with your brand identity and connect emotionally with your audience. Your brand story should answer:

Why was your brand founded, and what inspired its creation?
What challenges or obstacles have you overcome on your journey?
How does your brand make a positive impact on your customers’ lives or the world?

4. Design Elements: Visual and Verbal

The visual and verbal aspects of your brand are critical components of its image. Consider these design elements:

Logo: Design a memorable and versatile logo that reflects your brand’s personality and values.
Color Palette: Choose a color palette that conveys the desired emotions and associations for your brand.
Typography: Select fonts that align with your brand’s personality and ensure readability.
Imagery: Use imagery that resonates with your target audience and reinforces your brand’s message.
Tagline: Craft a concise and memorable tagline that encapsulates your brand’s essence.

5. Consistency Is Key: The Branding Rulebook

Consistency is the bedrock of a strong brand image. Create brand guidelines that detail how your brand should be presented across all touchpoints, from your website and social media to packaging and advertising. These guidelines should cover:

Logo usage and placement
Color codes and usage
Typography and fonts
Visual style (photography, illustrations, etc.)
Voice and tone in written content
Messaging and communication guidelines

6. Deliver on Promises: Brand Experience

Your brand image is not just about aesthetics; it’s about delivering on the promises you make to your customers. Consistently providing quality products or services and exceptional customer experiences is integral to your brand’s image. Ensure that every interaction with your brand reflects its values and personality.

7. Feedback and Adaptation: Evolving the Image

A perfect brand image isn’t static; it evolves over time to stay relevant. Collect and analyze customer feedback, monitor market trends, and be prepared to adapt your image as necessary to meet changing consumer expectations and industry developments.

Success Stories in Brand Excellence

Apple: Apple’s brand image is synonymous with innovation, simplicity, and premium quality. Their sleek and minimalist design elements, coupled with a focus on user experience, have solidified their iconic image.
Nike: Nike’s brand image revolves around athleticism, empowerment, and performance. Their “Just Do It” tagline encapsulates their brand’s essence and has become an iconic part of their image.
Coca-Cola: Coca-Cola’s brand image is built on a sense of nostalgia, happiness, and togetherness. Their classic red and white logo, along with memorable advertising campaigns, have contributed to their enduring brand image.

Creating the perfect brand image is a multifaceted endeavor that blends art and strategy. It requires a deep understanding of your brand’s identity, a connection with your target audience, a compelling brand story, well-designed visual and verbal elements, consistency in execution, and a commitment to delivering on promises. By following this blueprint and continuously evolving your brand image in response to feedback and changing market dynamics, you can craft an image that not only resonates with your audience but also stands the test of time. In the realm of branding, excellence is achieved through a blend of creativity, strategy, and a deep understanding of your brand’s unique identity and purpose.

Cricketer Yuvraj Singh joins forces with food startup Greto as promoter and investor

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October 10, 2023

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In an announcement made on Tuesday via a press release, Yuvraj Singh, the renowned cricketer, revealed his investment in the food and beverage startup Greto. While the specific amount remains undisclosed, Yuvraj Singh not only becomes a stakeholder in the company but also pledges to actively assist the brand in its promotional endeavors.

Greto offers a range of products spanning various categories, encompassing probiotic beverages, all-natural ice cream, fruit yogurt, and snacks.

“Investing in Greto is not just about endorsing a brand; it is about supporting a vision. My decision to join Greto as a promoter and investor is rooted in a shared commitment to excellence and a passion for innovation, as I believe in the power of unforgettable experiences. I look forward to being a part of Greto’s exciting future and to witnessing the positive impact it will have on the world of food and beverages,” commented Singh.

Mahu Tasty Foods, the parent company of Greto, has laid out ambitious plans to establish a franchise network for the brand. The company’s goal is to inaugurate 100 Greto franchises within the upcoming 6-12 months, commencing in Delhi-NCR and subsequently extending the network to encompass Punjab, Himachal Pradesh, Rajasthan, and several other states nationwide.

“We are fully responsible for both the manufacturing and meticulous packaging of our products. So, our franchise partners can be sure of the quality and consistency of the products. Setting up a Greto franchise store will require an investment of approximately 25-30 Lacs. This encompasses various factors, including location, store size, interior setup, equipment as well as initial inventory and operational costs”, said commented Abhishek Rao, Co-Founder, Mahu Tasty Foods on franchise expansion.

Sanchit Tyagi, one of the Co-Founders of Mahu Tasty Foods, also mentioned that the company is actively pursuing additional funding to facilitate the continued growth and expansion of the Greto brand.

Indian e-commerce start-up Meolaa secures $2 Million to expand its eco-friendly portfolio

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October 10, 2023

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Meolaa, the purpose-driven e-commerce platform, has secured $2 million in funding during its initial seed round, with Turbostart taking the lead.

In a press release, Meolaa announced that the funds will be utilized to bolster its India operations by hiring new talent and expanding its reach.

Established in 2022 by Ishita Sawant, Meola specializes in offering eco-friendly products across various categories, including beauty, home improvement, baby care, apparel, and more. The startup proudly boasts partnerships with 750 brands in its portfolio.

Based in Mumbai, this startup boasts a portfolio of more than 1,500 brands and offers a diverse selection of over 125,000 products across six distinct categories. Since its debut in January 2023, the company asserts it has achieved remarkable month-over-month growth, witnessing a 100% increase in orders, users, and Gross Merchandise Value (GMV).

Last year, the startup secured $165,000 in pre-seed funding from a range of investors, including notable names such as Dale Vaz (Swiggy), Nikhil Vore (Sixth Sense Ventures), Sachin Bhartiya (Lighthouse Funds), and StrongHer Ventures, among others.

Mumbai-based lifestyle brand Eské bags $1.5 Million in pre-Series A funding

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October 10, 2023

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Eské (Representative Image)

Mumbai’s D2C lifestyle brand, Eské, has secured $1.5 million in a pre-Series A funding round, with Mistry Ventures taking the lead and additional backing from Fluid Ventures.

In a press release, Eské announced that the funds will be allocated towards broadening its product range, establishing experiential centers, improving its technology platform, and venturing into new markets.

Launched five years ago, Eské has been dedicated to offering premium handbags, briefcases, and accessories for the modern global consumer. These high-quality products are available at prices ranging from INR 3,000 to INR 10,000.

The brand maintains a robust online presence via its official website and multiple e-commerce platforms, complemented by physical retail outlets situated in specific cities throughout India.

At present, Eské primarily derives the majority of its sales from its website, with additional sales coming from various e-commerce marketplaces. The brand asserts its profitability for the current year and sets ambitious goals to double its growth in the upcoming year.

Prior to this funding round, the startup had secured INR 2.5 crore ($330,499) in seed funding, with Fluid Ventures taking the lead in April 2022.

Massive traffic surge forces Flipkart to pause grocery deliveries

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October 10, 2023

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Flipkart had to temporarily halt its grocery delivery services on Tuesday (October 10) as the homegrown e-commerce giant experienced an interruption in operations caused by a surge in user traffic.

This outage occurred during the annual ‘Big Billion Days’ sale, which commenced on October 8.

“Please come back tomorrow. We are overwhelmed by your response,” reads a banner displaying on the Flipkart Grocery segment of the Flipkart website and the app.

The development was initially brought to light by ET.

Amid India’s most festive period of the year, the top e-commerce giants, Flipkart and Amazon, initiated their annual holiday sales on October 8. These two companies, commanding over 90% of India’s e-commerce market, have been diligently capitalizing on the festive season.

Recently, Flipkart unveiled a new subscription plan called VIP, designed to provide users with perks like free shipping and discounts. In response, Amazon introduced a more affordable version of its Prime membership to stay competitive in the market.

Also Read: Amazon launches affordable Prime membership to compete with Flipkart’s VIP pass

Both companies have undertaken robust seasonal recruitment drives to meet the substantial surge in demand during the festive season. Flipkart and Amazon have announced the creation of 100,000 seasonal positions spanning various sectors to accommodate this increased demand.

As per the analysis by consulting firm Redseer, it is expected that the Gross Merchandise Value (GMV) will experience a significant increase of 18-20%, reaching INR 90,000 Crores. This marks a substantial leap from the INR 76,000 Crores recorded in the previous year.

The e-commerce sector is poised for a more robust holiday season this year compared to the previous one, with a projected sales increase of over 20%. This growth is primarily attributed to the anticipated 40% quarter-over-quarter (QoQ) surge in the Direct-to-Consumer (D2C) segment. Nevertheless, it is expected that average user spending will remain unchanged.

Based on the analysis, it is anticipated that the most significant contributions to this year’s festive season sales will come from Tier II and III cities and towns.

EatSure sets a new precedent in F&B with second smart food court in Pune

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October 10, 2023

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Rebel Foods, the world’s largest internet restaurant company, following the remarkable success of its first smart foodcourt at Law College Road, has now launched EatSure’s second smart foodcourt at Baner, Pune.

The foodcourt will provide an array of 15+ renowned brands spanning various food categories, all conveniently situated under one roof. Situated in close proximity to Balewadi High Street, this distinctive establishment covers an expansive 1000 sq ft, ensuring a fully immersive digital customer experience.

“With the aim of building EatSure as a category creator and bringing multiple category leading brands together, we are re-imagining the conventional offline F&B experience. The launch of our second smart food court in Baner represents a significant step forward towards EatSure’s overarching mission of bringing the foodcourt experience to high-streets,” shared Sagar Kochhar, Co-Founder, Rebel Foods.

The Baner foodcourt strives to revolutionize the dining experience by delivering a smooth, digitally-powered ordering process, providing both convenience and a wide range of culinary options all within a single location.

This aligns with EatSure’s dedication to establishing 100 offline stores across various categories within the upcoming two years.

The Baner Foodcourt embodies EatSure’s unique selling proposition (USP) of enabling customers to order from multiple brands in a single transaction, maintaining the hallmark of a queue-free, entirely digital ordering process. Furthermore, patrons have the option to place orders from distinguished brands collectively using kiosks, iPads, or by scanning QR codes on their tables. Once the order is ready, customers will receive notifications through digital screens within the store or via WhatsApp messages. Beyond this exceptional digital ordering experience, the EatSure foodcourt will showcase a diverse range of food brands.

Customers can savor a diverse array of culinary delights, whether they yearn for the sumptuous flavors of Behrouz Biryani, the irresistible wraps from Faasos, the tantalizing pizzas from Ovenstory, or the indulgent desserts from Sweet Truth – all in a single order. In addition to these, the foodcourt will showcase renowned brands like Wendy’s, Lunchbox, SLAY Coffee, Firangi Bake, and many more. This innovative approach ensures that friends, families, and groups can relish their favorite dishes without the hassle of placing separate orders or enduring lengthy queues. This pioneering venture sets a unique precedent not seen before in the realm of QSR or food-tech players in India.

Godrej Yummiez teams up with IRCTC to bring nutritious millet patties to rail passengers

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October 10, 2023

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Godrej Yummiez, a frozen ready-to-cook product brand operated by Godrej Tyson Foods Limited (GTFL), has collaborated with the Indian Railway Catering and Tourism Corporation (IRCTC) to bring millet patties to the menu of passenger trains.

Launched earlier this year, the Godrej Yummiez Millet Patty has quickly gained favor among households, thanks to its nutritious and delicious qualities, which are derived from millets such as Jowar (Sorghum) and Bajra (Pearl Millet).

The partnership between Godrej Yummiez and IRCTC has resulted in millet patties being added to the breakfast menu on Rajdhani and August Kranti trains plying the Mumbai to Delhi route, making the millet patties more accessible to passengers.

Godrej Yummiez innovatively launched the millet patty as a unique snack option. Utilizing Individual Quick Freeze (IQF) technology, these snacks are meticulously crafted, guaranteeing their freshness without relying on preservatives.

By merging the nutritional advantages of millets, which include their abundant fiber content and vitamins, with a harmonious mix of herbs and spices, these patties present a flavorful and healthful snacking alternative.

“Till recently, the adoption of millets was low due to the perception that they are not tasty and are not easy to cook. This has changed drastically and now every household is embracing the goodness of millets. We supported this adoption by bringing together the nutrition of millets in a ready-to-cook convenient format and launching them in a mass accepted ‘patty’ variant. Godrej Yummiez Millet Patty is a preservative-free snack that symbolizes our commitment to innovation, nutrition, and convenience.” said, Abhay Parnerkar, CEO, Godrej Tyson Foods Limited.

He went on to say, “We are delighted to expand the availability of the delicious Godrej Yummiez millet patty to passengers traveling on Rajdhani and August Kranti trains. IRCTC is a highly esteemed organization known for its extensive railway catering services nationwide. Our exclusive partnership with IRCTC leverages their vast network and expertise in train catering, combined with Godrej Yummiez’s culinary excellence, to create an exceptional millet-based food experience.”

Rajdhani and August Kranti trains are held in high regard within the Indian railway system, celebrated for their exceptional service and memorable culinary offerings.

The partnership between Godrej Yummiez and IRCTC is geared towards increasing awareness about millets, emphasizing their significance even within the expansive railway network.

This collaboration has been initiated as a pilot program on the Mumbai – Delhi – Mumbai routes of Rajdhani and August Kranti trains, providing advantages to numerous passengers traveling through Maharashtra, Gujarat, Rajasthan, and Delhi.

“At IRCTC, we always pledge to provide passengers with quality and tasty food spread. Godrej Yummiez Millet patty on Rajdhani and August Kranti trains taken onboard on a pilot basis reinforces IRCTC’s dedication to offer passengers interesting and delectable millet-based food options. We are proud to introduce this product as a pilot as it supports the vision of mainstreaming millets through IRCTC’s catering operations across the massive Indian railways’ network. We tried and tested the product before serving it to our passengers. We are anticipating positive acceptance of Godrej Yummiez Millet Patty which is a perfect snack that is nutritious and convenient ready-to-cook item.” said, Rahul Himalian, Group General Manager, Indian Railway Catering and Tourism Corporation (Western Zone).

Currently, Godrej Yummiez provides a diverse selection of more than 50 vegetarian and non-vegetarian products.

The Godrej Yummiez Millet Patty is readily available in supermarkets and leading e-commerce platforms across India, with a price tag of INR 180 for 370-gram packs.

The Yummiez Millet Patty is a convenient, ready-to-cook choice that can be prepared by deep-frying, air-frying, or shallow-frying, and served piping hot.

Philippine food service industry sees 20% sales reduction in 2023, USDA report reveals

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October 10, 2023

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According to a report from the United States Department of Agriculture (USDA), it is projected that the sales in the Philippine consumer foodservice industry will experience a 20% growth rate in 2023, marking a decline from the impressive 26.6% growth observed in 2022.

The report highlights that despite limited-service restaurants maintaining their majority share in the food service sector, street kiosks have outpaced limited-service restaurants, full-service restaurants, cafés, and bars in terms of sales growth. The food service industry is anticipated to return to pre-pandemic levels by early 2024, according to estimates.

Last year, it was the pizza restaurants that made the most significant contribution to overall restaurant sales, experiencing a remarkable 24% increase, closely followed by Asian restaurants.

While many food establishments are introducing fresh restaurant concepts, certain restaurant chains accelerated their store openings to fulfill local and international franchise commitments. In 2022, a significant 57% of restaurants were affiliated with a chain, while only 27% operated independently.

“As restaurant chains open more company and franchise-owned stores, they will continue to outpace independent restaurants. Chains have more financial leverage to expand, efficiency in operations, and capacity to order bulk purchases compared to independent stores. Most food chains such as Jollibee and Potato Corner focused on faster store openings locally and abroad,” the report said.

Sales at the café and bar increased by 26% in the previous year.

In 2022, bars and pubs retained their dominant position in the market, accounting for 40% of total sales shares. Cafes and specialty coffee and tea shops both held a 30% share, creating a tie for the second-largest segment.

Starbucks maintains its frontrunner position in cafe sales, commanding a 56% market share with total sales reaching $775 million in 2022. Following closely is Dunkin’ with $142 million in sales, followed by McCafe at $86 million, Mary Grace at $64 million, and The Coffee Bean & Tea Leaf at $62 million.

In the meantime, the USDA predicts that sales from street stalls and kiosks will experience a remarkable 25% growth in 2023, building upon their outstanding performance as the leading category in the previous year.

Nevertheless, the growth rate is more sluggish this year when compared to the previous year, primarily due to the increased cost of raw materials and consumer reluctance to spend.

In 2022, the leading brands among street stalls and kiosks in terms of sales were Angel’s Burger at $134 million, Tender Juicy Hotdog at $110 million, Turks at $93 million, Infinitea at $88 million, and Zagu at $76 million.

NewsHub

Success Stories in Sustaining User Engagement

The Mobile-First Imperative

Creating the Ideal Mobile-First Strategy

Success Stories in Mobile-First Food Branding

Success Stories in Brand Excellence