Page 48 - MENU Magazine - Sept/Oct 2017

FRESH
It felt a little bit like breaking the law when you could tap a button and a yummy, gooey, cheesy meaty burger would arrive with a free brew.
Now those are the moments that can bind you to a brand.
THE NEW RETAIL OUTLET IS A PHONE
The new retail outlet is not a grocery store or a restaurant, it’s an iPhone or laptop. Demand delivery is answering a consumer demand for access, ease and speed. Not only is demand delivery a platform to drive future volume, but it’s also a way to access new consumer data to inform your strategy. Your brand can create new experiences that can drive di erentiation from the competition.
Domino’s Pizza has been particularly disruptive and innovative in this space, making pizza
delivery easier than ever before. You can text to order, tweet to order, mobile order, emoji order and even order through your TV or Xbox. Siri is their newest employee; just tell her you want pizza and it will arrive.
The disruptors are moving away from advertising relationships to building “selling partnerships,” ranging from grocery delivery to meal ingredient delivery to fully-prepared, hot meals.
Budweiser partnered e ectively with UberEats to celebrate Burger Week and drive trial on
48 MENU
SEPTEMBER / OCTOBER 2017