Hey Creative Collective!
Let’s talk about something hotter than your morning espresso: the On-Demand market! On Demand is in demand, but the battlefield for customer loyalty is fierce. Here’s the 🔥🔥🔥 hot take: On-Demand has the most fun customer data!
Social media, streaming, and cultural trends are driving customer behavior, and the impact is almost instant. Just look at some of my favorite data points from Grubhub’s 2024 Delivered Trend Report and Gopuff’s 2024 Consumer Trends Report that show how our cravings and interests are shaping the market:
☕ People couldn’t stop thinkin’ about me espresso
Americans were buzzing with their love for espresso—whether sipping it in their drinks or blasting it on repeat in their playlists. So much so that Grubhub espresso orders spiked the week of June 22nd, right as the hit song Espresso topped the charts.
🧀 Cottage cheese everything
TikTok has been flooded with recipes for cottage cheese everything—toast, mac and cheese, protein cookie dough, and much more. Cottage cheese captured consumers' hearts online so much that the high-protein, low-calorie food saw a whopping 166% increase in orders on Gopuff this year. Who knew cottage cheese could be so trendy?
🗳️ Nervous election night
As customers tuned into Election Night coverage on November 5, Gopuff sales rose nearly 20% compared to the average Tuesday. Nervous Americans glued to their TVs and phones ordered comfort food and medication for their heartburn. Sales of ice cream, alcohol, and pain relievers were all up more than 30%, with digestive aids like Tums seeing a 13% increase.
🍋 Most sour
One customer had nearly 900 limes delivered to their door over the course of the year... Now that’s a zest for life!
Often, we see customer engagement messaging doesn’t match this fun and excitement. 😒 This year, we aim to shift brands from a product-first, transactional messaging approach to a more holistic strategy that combines both transactional and emotional loyalty. To truly thrive, On Demand brands need to integrate real-time data, creative storytelling, and cultural relevance to deliver personalized experiences at lightning speed.
How can you do this?
- What about taking inspiration from Dutch Bros Year-End Celebration? They launched Personalized Personas: Customers were grouped into personas like “Champions” and “Rookies,” with each unlocking unique app stickers that celebrated achievements. These personas, created with Braze segmentation, ensured every customer felt valued.
- McDonalds teased an iconic collab with a voice note of Stormzy ordering at the counter, before launching the meal and offering fans the chance to bag official merch and meet the man himself. The data showed that lots of fans had already ‘ordered like Stormzy’ in the past, so they sent a targeted email celebrating their great taste.
What do you think? Which industry has the most fun data, and how are they using it? Let’s get the conversation rolling! 💬
Updated 5 days ago
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