How can a 1st mover make a comeback?

India’s food delivery category is seeing explosive growth these days – but foodpanda, the category’s 1st mover in this market, seemed to have been forgotten. It had just been bought over by OLA in India and the next step was to find it a compelling comeback story.

Our investigation began with unpacking the semiotics (i.e the meaning communicated by the visual elements of a brand) of the current category discourse. Then we got together with groups of friends and families to use this as fodder for exploration across 3 Indian Metros (over a meal of course!). Finally, we used our learnings from these initial exploratory sessions to refine foodpanda’s positioning blueprint through a last round of iterative design thinking workshops.

Our findings are feeding in to every part of foodpanda’s comeback strategy, including their decision to focus on the product first.

Image Credit:
foodpanda on LinkedIn