Social Media Marketing for Food – Ordering fresh food online, whether in organic quality or the conventional products, more and more people are enthusiastic about ordering food from the Internet. Food, nutrition, healthy living but also the small temptations of everyday life like a delicious barbecue with friends or the caloric dessert are part of a good life. Tip. Which supplier currently leads in the country of origin of online food orders? More in the article: Online Supermarket Test USA.
Everyone knows their own supermarket around the corner, in big cities you often even have the choice between several suppliers. On the Internet, too, you have this great advantage of being able to choose between different online shop providers for food. Thanks to search engines, we always have the best recommendations for online shops at our fingertips, even on the go on our mobile phones we can check which offers are currently available. No matter whether fruit, vegetables and meat and sausages. Nowadays you can order everything on the Internet. In Germany, too, more and more supermarkets are converting from stationary to online retailing. Digital trade offers great advantages for all parties involved.
Less waste, the logistics chain produces less waste, which is commonplace in stationary retail. Over quantities are thrown away or donated to aid projects. But the majority ends up in the dustbin. By pre-ordering on the Internet, one needs less products in the central trade and thus in the supermarket.
All orders are managed centrally at a regional warehouse.
Less effort for the customer. No more carrying, dragging or groaning under heavy bags. Especially for heavy products with drinks and water, the customer no longer needs to carry bags far. The delivery service takes care of that. Even deliveries to the third, fourth or fifth floor are carried out by the food delivery service. Especially for seniors and elderly people, such a food online order is of course worth a lot, which is also why this concept is worthwhile, even if currently still the fewest seniors and elderly people order online.
Higher costs, although you would think that online trading would reduce prices, they remain almost the same. The storekeeper no longer pushes an 800 kg pallet at once but has to divide the large containers into individual pieces. 5 apples, 3 pears and 4 carrots. In addition, the logistics are much more complex, every single person has to be approached, which results in shipping costs. In the end, the purchase costs 2 € or 3 € more, but you save a lot of work.
Would you rather order online or shop at your local supermarket?
I myself am not a big fan of online shopping, I prefer to go to the supermarket around the corner. Seeing products, feeling them but also spontaneous thoughts, what do I cook today? On the other hand, there are products that we need constantly in our daily lives, including not only kitchen roll but also products such as salt, milk or water. Such products can be excellently covered by online ordering. Also through subscription features that allow products to be delivered regularly. As a social media agency, we wanted to take a closer look at this digital trend for nutrition. The food industry, as a very young segment, is also very interesting for our next lectures and speeches or trainings. The first pilot models and start-ups have been around for 4 or 5 years now. This means that a lot of experience and expertise has been gathered. But how are the big food suppliers positioned on Instagram? What kind of impact are they achieving and what kind of response? Today we take a closer look at the online food suppliers and their Instagram marketing.
The market and delivery service comparison:
Who convinces on Instagram?
Rewe is an absolute role model in social media management. Chic, direct, well packaged and makes you want more!
Rewe as a role model: recipes, help and delicious – 9.1 / 10
Edeka: Tasty and with a line – 8.5 / 10
Alnatura: Organic Supermarket – 8.9 / 10
Temma: Organic Supermarket – 5.6 / 10
Kaufland: Bake and fry – 6.2 / 10
Lidl: There’s no accounting for taste – 4.3 / 10
Quick Check for Engagement
The quick check at the end of each online merchant detail list will give you insight into the interaction rate. The formula can be quickly calculated:
Engagement = ( Likes + Comments *4 ) / Followers
Of course, the result can be influenced by social bots. Ultimately, however, at least a cross-sector indicator that allows quick conclusions. These interaction rates can be checked more precisely through long-term tracking of posts, comments and likes. The total rating then stands for the combination of interaction with the visual performance of the channel.
Rewe as a role model: recipes, help and delicious!
Rewe has not only its channel @rewe but also various sub-accounts, for example on the topic of career @rewekarriere. Of course, not everyone can afford such a large network, but it is exemplary. In addition, Rewe always places small cards with short, appropriate texts such as “Mango No.5” (allusion to the summer hit) or “Ja!queline” for pancakes. Neat integration of the own brand Ja! in the posting.
Edeka focuses in particular on its well-known corporate design of dark background and colorful, colorful foreground. Simply explained: Black slate in the background and delicious food, logo or fonts on top.
Alnatura is all about organic products. The assortment is designed with this in mind and by now you can find Alnatura not only in big cities but more and more spread throughout Germany. The company is also busy on Instagram.
The Rewe subsidiary is currently being tested in Cologne and Düsseldorf and is to be added to the parent company as a high-quality organic segment. Rewe has many subsidiaries, including Penny. The high engagement rate (return of likes and comments of the followers per picture) is Temma still so high, because it is a young channel. The first followers are often co-workers, friends, etc. They naturally have a higher involvement and tend to like more.
Penny is currently still without its own Instagram channel and currently only serves Youtube and Facebook. Facebook has a total of 327,103 “likes”, so the leap to Instagram would be quickly made.
Kaufland focuses less on the actual Instagram user (reference: lifestyle, tendency towards healthy living), Kaufland rather picks up the baking and roasting fans. From braised goose to hearty ribs on dumplings.
Phew. Tasty far from delicious is Lidl. Black citizens, black sandals next to it and text, text, text underneath. Products are small, there are many, no focus. Where does one start there? Best not at all.
Hello Fresh delivers cooking boxes in which fresh food and matching groceries are packed. On Instagram, Hello Fresh convinces very simply with healthy meals on rustic plates. Top!
After 3 days of intensive research into the food industry in Germany, the USA and Europe, we can draw the following conclusion for Germany. Especially the big chains are well positioned when they are represented on Instagram. The only exception here is Lidl, either the concept is not aesthetically planned or they forgot to deal with Instagram. Rewe and Edeka in particular focus on delicious dishes, freshly presented, day after day. Kaufland is also less convincing, currently still reaches over 100,000 people. But besides the traditional supermarkets, there are also the organic grocers!
Instagram is made for lifestyle! Of course, organic food, vegan trends or even others like detox fits perfectly into this social network. That’s why organic online retailers are also relatively strong in the market. Alnatura sets a good example and shows how to combine the world from a good lifestyle and its own brand. If you compare the interaction rates of the different supermarkets, you can see that there is a high interaction with very few of them. Although relatively many people follow the channel, only relatively few likes are given or comments are set. On average, the large German supermarkets barely manage over one percent interaction rate. In contrast, there are startups that can enjoy almost 10% interaction rate! What can the big companies learn from the new players? Here we give you a little insight into the food start-up world on Instagram.
4.9 / 5.0