Ace your email_game_with_campaigns_strategies_for_food_tech_during_and

1. Ace your email game with
campaigns strategies for foodtech
during and post
the lock-down period
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Hey Kity,

2. #fortheloveofemails
Tips to communicate with your Brands During These
Tough Times
Practices to Avoid in Sending Your Corona Crisis Email Update
Post-lockdown impact on the Food Tech industry
Principles for communicating in the post-lockdown era
Table of Contents
Keep the brand tone serious and formal 13
Be the positive light during the dark times 13
Think innovatively to surprise your subscribers 15
Have a strong value proposition 17
Target the right kind of audience for your campaigns 17
Be extra helpful with customer needs 18
Irrelevant messaging 20
Trying to be deceptive and seek profits 20
Follow the herd mentality 21
Not offering any value 21
Keeping it fun and light-hearted 22
Informative messaging 26
Drive your brand values 26
Emotionally intelligent messaging 27
Incentivize customer loyalty 28
03
12
19
23
25
Impact on the Food Delivery Industry
05
Some campaign suggestions for food delivery apps
08
Global campaigns by food delivery apps that
have amazed customers
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3. #fortheloveofemails
Campaign strategies and examples for Foodtech
in the post lock-down period
Drive sustainable marketing initiatives for the community 32
Resort to velvet rope marketing to keep your loyal customers 33
Create a niche market of your own 34
Cater to the vulnerable sections of society 34
Share your coping story on the lock-down 35
Ask for honest feedback from your customers 35
Building a roadmap to return 37
32
Takeaways 38
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4. a netcore product
pepipost.com
#fortheloveofemails
The COVID-19 crisis has affected every brand in the digital space. The
marketing plans for all the brands have been derailed as home isola-
tion has become the new normal. Government directives of shut downs
have impacted the economy as well as the marketing budgets for the
brands.
But some verticals in the industry like health and wellness, at-home
entertainment, food delivery and essentials have been in more demand
than ever since the start of the crisis.
There has also been a clear shift in online spending across all the verti-
cals since the start of the crisis. Social distancing and savings mindset
has also resulted in a reduction in consumer spending.
People are looking out for some in-house comforts and doorstep deliv-
eries of essentials during the period of home isolation. Also, with the
current economic impact of corona crisis, people are clearly deciding to
postpone any huge purchases in the next 6 months.
The brands that have an adaptive and agile mindset will thrive during
this crisis and still manage to get their messaging across to their cus-
tomers.
In this whitepaper we have covered the field of foodtech which has
been impacted due to the corona crisis as in some countries in the
world where there is not a nation wide lock-down people have been
ordering food to their doorstep rather than Stepping out of their
Introduction
01

5. #fortheloveofemails
homes.
We have provided the tips to communicate with your users during the
crisis and practices to avoid sending them the wrong kind of messages.
We have provided the impact of the crisis on the food delivery industry
along with some campaign strategies for the post lock-down period.
Also we have mentioned some exceptional campaign examples done
globally by notable brands in the same industry. These are done global-
ly as the pandemic has affected nearly every country in the world.
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6. #fortheloveofemails
Impact on the food tech industry
due to the corona crisis
Desperate times call for desperate measures. Most of the countries
across the world currently have applied restrictions on people ventur-
ing out of their homes. This has brought a person’s social life to a stand
still. With no restaurants open to dine in, people have turned to having
food delivered in their house. There is a whole social media movement
going on with people being asked to dress up and eat take-out food in
their homes to feel like ‘the old days’.
Thus there has been a considerable jump in people ordering food from
their favourite take-out places as they have been burdened with doing
house hold work and having them delivered on their doorstep. Such
people are either living alone or don’t have much cooking skills to lean
on. Delivery Hero posted double the orders year on year of 239mn, with
nearly 3 million orders per day.
On the contrary there has also been a percentage of people trying to
avoid eating outside food and needless contact with delivery people.
A photo of the delivery spot can be sent to apps like Postmates and
Doordash for their delivery personnel to leave the package at the same
spot. Such curbside deliveries are helping the food delivery apps to
fulfill orders with safety guidelines in place.
In a consumer survey taken in the US, only 13% consumers said they
will order more food from outside, whereas the rest will be cooking
meals at home. This could lead to low volume of orders for the food
#fortheloveofemails 03
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7. #fortheloveofemails
delivery industry during the lockdown period. Though there has been a
surge in app downloads since April onwards for the delivery apps, it all
depends on location.
Example: Some states in the US have eased on their restrictions and
places like restaurants and bars have opened up, but in places like New
York, entire city has been shuttered down except the essentials. Hence
the revenues will differ location-wise.
The overall impact of the corona crisis on the foodtech industry has not
been positive as restaurants and other dining places were shut com-
pletely in national lock-downs globally and food delivery became
inconsequential, but some brands have continued their take-out ser-
vice and curbside delivery. They are staying relevant in the economy
when most businesses have been closed and will quickly gain more
traction once the pandemic lock-downs are eased.
Once the restrictions are eased, the restaurants and other social places
should open up. This will ensure that food delivery services should see
an uplift in their orders with persistent precautions to be taken with
contactless delivery and curb-side pickups.
It is still up for debate on how people will react to ‘the new normal’, in
terms of going to restaurants and ordering food at home. Perspectives
change for consumers during such crisis of magnanimous proportions.
There is hence a need for the food delivery and hospitality industry to
re-invent, in order to grow during this period.
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8. #fortheloveofemails
Some campaign strategies for
food tech brands during the lock-down
 Information on employee safety:
Provide detailed and accurate
information on your employees and
how they are ensured full payment as
well as safety during the crisis.
How the delivery heros will be
sanitizing themselves and your
parcel before delivery.
What regions are you currently
servicing during the self-quarantine
period and what are your hours of
operation?
Include all the information in detail
and provide it to your users.
This campaign by food delivery brand
Zomato, does just that with providing
a graphical representation of their
delivery worker and the precautions
that they are taking to ensure food
safety from the virus.
Image source: Inbox
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9. #fortheloveofemails
 Show the story behind the scenes:
Show your users what’s the story behind your brand. Use some savvy
marketing skills in order to lure those users in to connect with your
brand.
Example: You can make a small video on what made you start your
restaurant/food delivery business?
What made you inspired to start your own cloud kitchen and delivery app?
You can also interview members of your kitchen and delivery heros to
know why they love working for your brand?
Behind the scenes stories brings out the human side of your business,
which could be easy to connect with your customers.
 Propagate your Social media feed:
Your social media channels should be spreading the word on latest up-
dates on your website. Email the same feed to your users on a weekly
basis, if it is your new cooking tutorial going live on youtube or an invita-
tion to go live on Instagram for your interview.
 Relief work:
During the lock-down period, there is a lot of lobbying for relief, charity
work and CSR initiatives.
You can create a campaign on how they can fund your relief work.
You can include information on what you have been doing to ensure
payment of your employees during the shut down period.
Try building a relationship with some foodtech influencers to interview
them and have webinars to increase your reach of the audience.
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10. #fortheloveofemails
Some campaign suggestions:
 Poll : What is that one thing you'd eat once the lockdown is over! Poll!
 How COVID 19 isn’t transmitted through food , fact check!
 Food tech : Food of the day selfie (To be uploaded on brand Insta-
gram/Twitter – earn discount coupon (validity of 1 year) – Or send a
video – how to make food of the day (easy snack)
 Make contact less payments & get contact less delivery.
 Here's LOCKDOWN special Menu only for you!!!
 Looking to leave the Calorie count behind? Order special salads (To go
along with gaining weight during lockdown)
 Donate 10% of your order amount (Above 100) so that we can deliver
vegetables and essentials to the Needy.
 So what's your wake up call drink? Find one from a selection of our
delicious beverages.
 The return of the breakfast! Have healthy breakfast snacks delivered to
your doorstep.
 Use this quarantine to learn cooking. Check out this easy to make
recipe. Show recipe. In the end: you can buy the ingredients here. Order
now!
 Healthy eating habits during the quarantine! (You can also divide the
suggestions according to the age of the recipients - old age, kids , young
adults etc.)
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11. #fortheloveofemails
Global campaigns done by
food delivery apps that have amazed
customers
Image source: https://www.doordash.com
1. Doordash – Free delivery and support for local restaurant
This campaign by Doordash – a food delivery app in the States, offers
free home delivery and a plea for support for local restaurants to
thrive during these dire times. This is a good initiative to express in the
campaign as it fosters a community feeling and users might give it a
second thought to express solidarity with their local community places.
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12. #fortheloveofemails
Image source:
https://reallygoodemails.com/
emails/pro-tips-for-ordering-delivery/
2. Grubhub –
Contact-less take-out
service with offers
This campaign by Grub-hub lays
out the steps for a contact less
take out service that they have
started due to the pandemic.
Also, they are offering some dis-
counts for more audiences to
avail their services. Brands need
to go big on their discounts and
other reductions during the crisis
as people’s purchasing power
could be lower than usual as they
are saving for a crisis day.
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13. #fortheloveofemails
Image source:
https://reallygoodemails.com/
emails/get-free-delivery-
and-see-what-s-cooking/
3. Uber eats –
Free delivery and
curbside pick-up
Uber eats is offering free de-
livery and curb-side pick ups
for anxious customers to relax
and order stress free from
their delivery options. Making
food delivery an every day
convenience for the users is
key to altering their mindset of
ordering from outside during
the pandemic.
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14. #fortheloveofemails
Image source: https://www.zomato.com
4. Zomato – Community initiatives (Feed the needy)
Zomato started the initiative for feeding daily wagers and the needy
migrants who were stuck in a tough place due to the transport curbs in
the national lock-down. Initiatives like these get brownie points for the
brand from socially aware customers and make them form a connection
with them. A brilliant initiative for fulfilling their corporate social
responsibility
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15. #fortheloveofemails
Image source:
https://reallygoodemails.com/
emails/tap-into-fun-with-
the-happy-meal-app/
5. Mcdonalds –
Introducing fun and
games for keeping
the little ones busy
This campaign by the happy
meal maker, gets extra points
for indulging some creativity in
the users and perhaps sharing
the same with their little ones
to keep them busy with some
fun and games.
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16. #fortheloveofemails netcorecloud.com
COMMUNICATE EFFECTIVELY
DURING THESETOUGH TIMES

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#fortheloveofemails
1. Keep the brand tone serious and formal
Currently there is a lot of anxiety around getting infected with the virus
as it is a contagion. People are scared to roam outside and hence are
cooped up in their places working from home and hoping for the
situation to improve.
Hence in such times, it is necessary for your brand to keep your
communication to the point and not indulge in any sense of humour. It
might come across as insensitive.
So no toilet paper jokes considering toilet paper is a commodity in
demand.
The basic aim should be to convey your message of how you are taking
care of your employees and ensuring business continuity during
COVID-19 in a serious and objective manner.
That is all that your customers are looking for when they read your
email.
2. Be the positive light during the dark times
These are bad times for the world. There will be an obvious tendency of
the people to focus on the negative of the rising number of infections
all over the world.
The biggest relief you can provide now to your audience will be keeping
a positive tone.
How will your brand ensure doing that?

18. #fortheloveofemails
Here the onus will be on the way you communicate the message to your
customers of positivity in your email.
Some of the ways you could do this:
 Ensuring a super optimistic subject line which asks people to stay
calm and not panic.
Example:
 We are in this together ”
 Don’t worry, we have got you covered”
 Avoid stress and just relax...”
 Soon everything will return to normal”
 Solve their questions on the pandemic by offering a FAQ page where a
certified panel of doctors have answered common questions on
COVID-19 related to food.
 Including some good healthy eating tips , quick to eat recipes and
foods to stay productive and energetic during such times will also be
highly effective as not everyone has fun working from home.
Meaningful campaigns like these will turn your regular active users into
loyal customers.
Optimistic subject lines and content with out of the box ideas will
ensure that your email gets responses and customers are able to
identify with your brand even more for all the good help you are
offering.
So the message is simple, stay positive, stay helpful.
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19. #fortheloveofemails
3. Think innovatively to surprise your subscribers
The COVID-19 situation is overwhelming to say the least and will take
time to subside. But despite the challenges, it offers a golden chance
for a marketer to make a mark with brilliant email campaigns.
Example:
 Food delivery app are delivering the essential groceries to people by
collaborating with other brands like cabs , ecommerce stores etc.
 Ride hailing apps are collaborating with e-commerce behemoths in
order to provide the daily life essentials at people’s doorstep.
 Banking industry is trying to get people using netbanking and
e-wallets more so that they can minimize coming to the bank branches.
 Edtech brands are offering free pro memberships for those users who
don’t have the finances to pay for them currently.
A dose of creative and innovative thinking can create a special
campaign. The point is to come up with something that your users will
like to engage in and will leave a good impression of your brand in
their minds.
If you can sympathise with your audience and still ensure that you
provide some service to your customer which eases their situation then
it will be accepted readily.
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20. #fortheloveofemails
This campaign by food delivery
service Swiggy asks customers to
prepare their favourite dishes and
send them to your friends to win
some cool prizes with a genie
potluck. This is a great way to
engage your customers during the
quarantine period and spend their
time learning to cook. Sharing the
food with loved ones is a great
initiative by this brand to get
everyone involved with their
potluck and leave a lasting
impression in your customer’s mind.
Image source: Inbox
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21. #fortheloveofemails
4. Have a strong value proposition
Don’t follow the herd in sending updates on how you are going to keep
your employees safe from COVID-19 and ensuring business continuity
by working remote. This offers no meaningful takeaways for your
subscribers.
Instead come up with ideas where you can offer some practical ways to
combat the virus and deliver your service to the subscribers.
5. Target the right kind of audience for your campaigns
Your corona virus communication should not be sent to everyone in
your mailing list. Don’t be another email in their inbox. That is not the
correct aspiration to have.
What we recommend is to figure out those users who will be affected
by your messaging.
Eg: Some of your regions of service could be impacted due to lock
downs or public closures, then you can send the users of such regions
your update.
If your service is not based on location, then send your campaign to
active audience who are engaged with your brand and will respond
positively to it.
Eg: send it to last 90 days activity based on opens and clicks. Alterna-
tively you can send it to last 90 days transacted users. Do not touch
base with inactive users who you have not contacted for last 1 year.
This will help your email deliverability too as the engagement of the
active audience will be high.
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22. #fortheloveofemails
6. Be extra helpful with customer needs
Your COVID-19 content should be structured in such a way so as to
avoid overwhelming your subscribers , but instead , providing value to
them in such a stressful time.
Getting the context of the place where you are operating from and the
kind of audience you are communicating with, needs to be thought
about before designing any content during a world crisis.
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23. PRACTICES TO AVOID
IN SENDING YOUR
CORONA CRISIS EMAIL UPDATE
#fortheloveofemails netcorecloud.com

24. #fortheloveofemails
Here are some basic tips to avoid emailing your users anything during
COVID-19 crisis .
1. Irrelevant messaging
The last thing your customer needs right now is any kind of promotional
offer for your product with a deadline to buy before it expires.
These kind of campaigns will come across as insensitive and unethical
considering that thousands of people are dying around the world and
people are scared staying at home for their loved ones.
Your tone of marketing has to clearly shift from promotional to
empathy and showing genuine concern. It would be appreciated much
better by your customers if your brand tone is one of genuine empathy
and suggestions for ways to tackle this virus.
Send your email updates to users who value the communication that
comes from your brand. Trying to revive users who have not interacted
with you in last 1 year telling them you are worried about their safety is
not relevant.
2. Trying to be deceptive and seek profits
Some brands may take up this opportunity to sell their service or
product under the guise of corona crisis.
It would be unethical marketing if a marketer wishes to sell their
products and make profits under the hood of fake sympathy.
Practices to Avoid in Sending Your
Corona Crisis Email Update
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25. #fortheloveofemails
If you are still confused then take proper permission of your customers
to send them promotional communication and act on their feedback.
But sending any kind of promotional messaging now without gauging
your customer feedback will be seen as eerily deceptive. There could be
spam complaints for such emails and that will damage your domain
health and deliverability.
3. Follow the herd mentality
Financial and government institutions can send their mandatory emails
on COVID-19 precautions they are taking. These are mandatory
regulatory emails that BFSI sector has to send to their customers all
over the world.
But that does not mean that your brand has to follow suit and send
basic precautionary measures that you are taking for your employees.
With the huge amount of messages that the user will be receiving from
all the brands during the corona crisis, your email should not land in
their inbox as just another message to read and delete.
Hence the brand marketer should stand out from the competition and
do something unique to engage their audiences.
4. Not offering any value
Some questions a marketer can ask themselves before sending a
corona crisis email :
Is there something extra you are providing your subscribers during the
containment period?
Are you offering any community service or any stay at home kit to ease
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26. #fortheloveofemails
the pressure on parents at home who have to work as well as take care
of their young ones?
Are you offering your services digitally now as people are practising
social distancing?
Eg:
 Restaurant can send their special chef made healthy recipes on video
to your inbox so that you can stay healthy and boost immunity.
 A theatre can provide movie recommendations during quarantine
period that you can stream from their online platform.
If you can’t provide any value to your customers, refrain from sending
any email communication during this period.
5. Keeping it fun and light hearted
COVID-19 crisis is a serious matter of concern around the world and any
attempt made to ridicule it in your marketing communication will be a
setback for your brand.
Any light hearted communication should be avoided during this period
as your customers will not appreciate it and it would impact on your
brand image.
Keep your brand tone serious and get your point across in a
sympathetic and formal manner. Your users will respect your brand for
the same.
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27. #fortheloveofemails
Post-lockdown impact on the
Food Tech industry
The year 2020 will be the year that re-defined dining out. The new
normal in terms of dining and eating out will be defined by extreme
food safety, controlled foot-falls and innovative means to enforce con-
tact-less dining.
As the lock-down restrictions ease up in parts of the world, restaurants
and other fast food outlets will start opening up. We see a return of the
drive-ins , safety checks of the food being encouraged by the restau-
rants and other food outlets. These should provide a boost for the food
delivery industry to see an up-tick in revenue as compared to March
and April 2020.
But at the same time there will be a drop in the amount of repeat cus-
tomers you have on the app as perspectives on food hygiene have
changed in the past 3 months. There will be a barrier to break through
for apps with people viewing food delivery as expensive and not a nec-
essary part of their life any more. People have been accustomed to
cooking at home with grocery ingredients during the lock-down period.
Though there has been a surge in app downloads in places of europe
and U.S. where the restrictions have been eased now, the industry
might take some time for the restaurants to open up. Re-order rates
will thus take some time to grow.
The Indian foodtech industry was supposed to grow by 25% in the next
4 years , the growth has been definitely decelerated by the pandemic.
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28. #fortheloveofemails
Delivery Hero - a food delivery service posted a leap in their sales post
a dip in March in Europe, so the crisis seems to be affecting those
brands positively who are using some savvy marketing skills.
Till the social places open up fully, brands can deliver essentials to
their customers as it is still a precious commodity. Brands from differ-
ent verticals are collaborating on supply of essentials to customers or
transport for health professionals. Restaurants and other fast food
outlets have started their take-out services and they must sustain the
same till people feel secure in coming to the actual hotels and sit down
to have a meal.
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29. #fortheloveofemails
POST-LOCKDOWN ERA
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30. #fortheloveofemails
Principles For Communicating
In The Post-lockdown Era
In the post pandemic time when the lock-downs will be slowly lifted
and things will start going back to normal, brands will have to follow
certain tips to ensure that they are keeping the customer in mind and
not going crazy with their promotions.
 Informative messaging
Be precise and accurate in terms of communication on how you are
going to start delivering to more regions and cities. You can send these
campaigns targeted to specific region audience.
Inform the users on what kind of delivery precautions that your brand
will be following and what the people still need to follow if they wish to
visit your outlets.
Example: questions to clarify to your users before you start delivering:
 Precautions to be taken if visiting food outlets eg: masks, operation
hours, social distancing measures, sanitization etc.
 Inform the users on the safety checks carried out by micro biologists
on the food that you deliver.
 What are the precautions taken for delivering food contact-less on
the curbside by your brand?
 What are the health checks your chefs are going through before they
touch and make meals?
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31. #fortheloveofemails
 What is the policy for returning food which is suspicious and not
delivered in the right way?
 What are the hours for the drive-in or take-away services at your
restaurant/outlet?
 What are the regions or areas that you are delivering to currently?
Which are the areas not being delivered to?
 Any immunity boosting foods currently available within your menu?
Being upfront and having honest channels of communication with your
audience diminishes any uncertainty that they might have on shopping
from your portal once the restrictions are over.
 Drive your brand values
During the pandemic, various sections of the society have all gone
through a lot of hardship,grief and pain. A marketer’s prime focus now
should be to deliver on the values of your brand by being positive ,
empathetic and show sympathy towards your users. The vaccine is still a
long way from being produced but till then, we can all atleast do away
with the doom and gloom.
Some questions a marketer can ask themselves:
What are the values of our brand?
Is our campaign content conveying the same to our customers?
How can I re-brand our communication to stand out within our user
inbox?
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32. #fortheloveofemails
Your audience should feel thrilled to receive your positive messages.
Make sure the underlying theme of your messaging is hope for a
brighter future and that we are all in this together.
This campaign by Nike shows us the gold standard of value driven
messaging:
 Emotionally intelligent messaging
During the pandemic period, millions have lost their jobs due to
businesses shutting down. It is estimated that whenever there is a
recession, 17% of the companies shut down globally. That is a lot of jobs
gone in a moment.
In such times, a marketer needs to display a high amount of EQ to show
empathy towards those who may be struggling in the post pandemic
time. It may not be possible for some part of your audience to consider
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33. Image source: https://reallygoodemails.com/emails/
because-black-lives-matter/
#fortheloveofemails
your promotional offers. Recession
has lowered purchasing power and
the demand will be down.
Hence for such users, provide some
option to pause their campaigns
while they recover and come back
stronger. Just considering their
plight instead of sending irrelevant
content will make your brand stand
out as a ‘good brand’ and will
foster genuine positive
relationships with customers.
Being emotionally zen in the post
pandemic time is a powerful tool
for developing connections with
your subscribers and gaining back
your brand affinity.
Another example is by hedley and
bennett who decided to provide
restaurant listings of black owned
businesses in solidarity with the
black community. This type of socially aware and emotionally intelligent
messaging wins the hearts of your customers. They have also provided an
app for ordering food from black owned delivery outlets.
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34. #fortheloveofemails
Incentivize customer loyalty:
Those customers who have stuck by your brand despite the hard times
need to be treated specially. You need to provide them with VIP offers
which you won’t offer to the rest of your mailing list.
These users are your biggest ‘brand fans’ and they need to be catered to
at a premium level to ensure that they transact with you post pandemic
and contribute to your revenue stream.
Many users currently will be eager to do some shopping as they have
been restricted for some months. Hence, according to Pareto principle,
your loyal customers (20%) could potentially contribute to 80% of your
online revenue.
Incentivize these users and keep your brand relationship growing with
them post the pandemic.
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35. #fortheloveofemails netcorecloud.com
FOR FOODTECH IN THE
POST LOCK-DOWN PERIOD
CAMPAIGN STRATEGIES AND EXAMPLES

36. #fortheloveofemails
Campaign Strategies and
Examples for Foodtech in The
Post Lock-down Period
In the post lock-down period, foodtech brands will have to get used to
marketing in ‘the new normal’. Though restaurants and outlets will be
opening up gradually, the process will be slow and in the meantime, the
food-delivery apps will need to take the initiative to start kitchens of
their own.
That could mean investment on starting capital, but such cloud kitch-
ens could help these brands battle any future wave of infections as
they occur. In short they need to build a sustainable model of food
prep and delivery to stay relevant after such a systemic shock to the
economy.
Such disruptions to the industry also bring out new innovative means
to market and deliver your products.
Let’s explore some of them :
1. Drive sustainable marketing initiatives for the community
Third party food delivery app DoorDash has launched a multi-channel
marketing campaign that urges consumers to help restaurants survive
the COVID-19 crisis by ordering delivery.
They have come with a new website called www.openfordelivery.com ,
where several restaurant chains and independent establishments are
part of the initiative.
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37. 2. Resort to velvet rope marketing to keep your loyal
customers
Spread out the velvet rope for your repeated customers and treat them
like a VIP. Incentivize them with exclusive offers on dishes and snacks
which they can order to their doorstep.
According to the Pareto principle, your 20% of loyal brand fans will
make up 80% of your revenue. You don’t want these to churn and you
need to get out of your way to promote your offers to them.
#fortheloveofemails
Campaigns such as these are followed by support from city mayors and
governors who wish the economy to open as it contains jobs of thou-
sands of workers. This is an excellent initiative taken by Doordash to
ensure that maybe restaurants remain empty for a while due to public
health safety concerns but the kitchens will remain open for delivery.
Their practices also undergo a lot of food safety checks in order to
make their service attractive to the consumers.
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38. 3. Create a niche market of your own
You as a brand need to come up with fresh ideas to supply new dishes
to your customers. If you deliver what others can also do, then what
makes you so special?
With the corona pandemic ravaging the world, certain questions regard-
ing the way we treat our environment and ecology have been raised
worldwide. Now is a great time to jump on the bandwagon of trying to
portray your brand as a haven for ‘healthy and nutritious food’. This
could be a good niche market to tap into, with more takers for it than
before.
Example:
 You can deliver exotic dishes from other regions with your cloud
kitchens to your users in addition to the local dishes you serve.
 Prep and make healthy and nutritious vegan food for the customers.
Many perspectives have changed on healthy food during the lock-down
period and there will be more takers for immunity boosting good food
than the junk food that used to be served before.
4. Cater to the vulnerable sections of society
Grub hub recently announced that it was waiving off $100mn in com-
missions from local restaurants across the country. That was a good
gesture towards the restaurant business to save them from any finan-
cial burden.
The purchasing power of your users may have gone through a dip as
thousands were laid off in the food industry itself. Thus, be kind to
#fortheloveofemails 34
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39. those who may not be able to order from your outlet for a while once
the restrictions are eased.
Identify these folks via some smart feedback and segmentation and
offer them some meals funded by your relief funds. This will be a major
way to win their hearts and keep them as repeat customers in the near
future.
5. Share your coping story on the lock-down
You can inform your users on how your staff spent the lock-down
period. How your brand supports your staff and ensuring they were
fully paid during the whole time.
This kind of campaign gives a human touch to the business side of your
brand. This will help the your loyal fans connect with how you have
coped with the crisis.
6. Ask for honest feedback from your customers
Even though the restrictions have eased, things are far away from get-
ting back to normal. People are still anxious on stepping out and living
their old lifestyle again due to the continued fear of the contagion.
Acknowledge that your customer needs and their tastes may have
changed during the lock-down period. Some may have adopted mini-
malism, while others may have decided to go vegan to care for the
environment.
In such a scenario, it is wise to get some honest opinions of your cus-
tomers by asking them a bunch of questions on how they would like to
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40. be catered to in this ‘new normal’. Send a survey campaign asking for 2
minutes of their time like this Swiggy campaign below, which shows
that you care for your customers and they in turn will respond when
asked for their opinions on what has changed.
#fortheloveofemails
Image source: Inbox
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41. 7. Building a roadmap to return
Send your loyal users a ‘thank you’ email on persisting with your brand
even when the conditions were hard. They would appreciate the gesture.
Also, plan a return to your previous frequency of mailing as restrictions
ease up, with loyalty offers, referral schemes, offers on best selling
products etc. Make your customers feel like things are returning to
normal by resuming your promotions.
Segment your audience according to their desired tastes and changed
behaviours and cater to them on a personalized level to win back their
relationship with your brand.
#fortheloveofemails 37
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42. Takeaways
The impact of the global pandemic is harrowing and will be felt for
some time to come, but that should not stop your brand from trying to
add value for your customers.
Using the above campaign strategies foodtech brands will ensure that
they can connect with their users on a personal level and show that
they care about them.
Crisis or recession times are fertile grounds for growth in brand equity,
hence the marketing should be increased during such times rather than
slash the budgets and be paused.
Success in email marketing will depend on how they treat changing
buyer needs and engage with their segmented audience in a
personalized manner. Take the opinion of your customers and ride on
those initiatives to build engagement with your loyal users.
Empathetic communication and emotional intelligence used by the
brand marketer will go a long way in improving your brand relationship
with your customers during such crisis times.
Such meaningful marketing efforts as shown above will ensure that
post pandemic your brand would have made a mark on your user’s
mind and that will turn them into your ‘brand fans’.
38
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