RMA Group, one of Asia's largest conglomerates, approached Mäd to address the challenges faced by their food delivery division. With over 100 stores across Singapore, Cambodia, Laos, and Myanmar, RMA Group's food division, which includes popular brands like The Pizza Company, Krispy Kreme, and Swensen's DQ, employs over 2,000 people.
Hungry?®: An Integrated Approach.
The Problem.
The core challenge was to create a solution that retained profitability while offering a superior customer experience compared to existing aggregators. Additionally, we needed to develop a solution that could scale across multiple markets in the region.
Target Audience.
The target audience includes busy individuals and families in Cambodia, Myanmar, and Laos seeking efficient and reliable food delivery services from popular brands offered by RMA Group.
Research.
Through a Design Sprint, we analyzed market changes and consumer behaviors, recognizing the threat of international aggregators like GrabFood and FoodPanda. Real-world data revealed the impact of these aggregators, highlighting the need for an alternative solution to protect RMA Group's market share and profitability.
During this process, we also identified common pain points in existing food delivery services in Phnom Penh, including delays, cumbersome app designs, lost drivers, and errors. These issues were negatively impacting customer satisfaction and profitability for RMA Group's food division.
Design Sprint Workshop.
Our Design Process.
Brand Strategy.
Our brand strategy for HungryApp™ aimed to create a unique and recognizable identity that would resonate with customers across multiple markets. We began by defining the brand pyramid, which included the brand essence and personality, ensuring clear differentiation.
We then developed the concept for the logo and accompanying visual elements that would represent HungryApp™ across all marketing materials and platforms.
To ensure consistency and coherence across all branding and marketing efforts, we created a comprehensive brand book which guided the rollout of the brand's touchpoints, marketing materials and communication strategies.
Primary Logo.
App icons.
Brand Book.
Mobile App Design.
During the design process, we focused on creating a user-friendly and efficient mobile app for HungryApp™. We began by conducting extensive research to understand user preferences and industry trends. Using this research, we developed wireframes and prototypes to visualize the app's layout and functionality. Through an iterative process of testing and refinement, we optimized the user experience to ensure seamless navigation and ease of use.
Adding toppings to a pizza.
The Final Design.
Brand Roll Out.
With the brand strategy and visual identity in place, we began the rollout of HungryApp™ across various marketing channels. This rollout included driver uniforms, the launch of a new website, social media profiles, advertising campaigns, and other marketing materials. We also implemented a comprehensive PR strategy to generate buzz and excitement around the launch of HungryApp™.
Driver uniform.
Food delivery bags.
HungryApp™ Features.
We launched a Minimum Viable Product (MVP) within six months, prioritizing essential features such as multiple brand orders from Central Production Units (CPUs), as well as super-fast, and free delivery to end customers. Scalable technology infrastructure using an open-source eCommerce system ensured readiness for future expansion.
Screens from the MVP.
Marketing Strategy.
We utilized dynamic display ads and unique coupon codes to maximize ad effectiveness, targeting key demographics across social media platforms. Printed materials with QR codes further accelerated app downloads.
A5 Flyer with QR Code.
The Results.
Increased Efficiency: Super-fast delivery and multiple brand orders improved customer satisfaction, leading to increased order frequency.
Scalability: HungryApp™ garnered over 50,000 app users within the first six months of launch, demonstrating its scalability across multiple markets.
Final Thoughts.
HungryApp™ not only addressed existing pain points in food delivery services but also set a new standard for efficiency and customer satisfaction in the region. Through an integrated approach, we delivered a solution that not only met but exceeded our client's expectations, ensuring continued profitability and market leadership for RMA Group's food division.
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If you’re interested in pursuing innovation to enhance your company’s strategy and improve operational excellence, don’t hesitate to reach out to us at hi@mad.co.
