This document provides benchmarks and best practices for optimizing customer experiences for food delivery apps. It discusses key topics like user onboarding, engagement, retention, and reinstall. The main recommendations are to focus on the consumer micro-moments of social sharing, ordering, discovering, and searching. It also emphasizes delivering value immediately through onboarding and using personalized messaging to improve engagement and retention over the user lifecycle. A case study highlights how one company increased click-through rates and conversions using CleverTap's solutions.

1. Food for Thought:
Optimize Customer Experiences at Scale
With Raghav Kumar, Head of Customer Marketing, CleverTap
Benchmarks & Best Practices
for Food Delivery Apps

2. Helping marketing, product and growth teams at B2C companies Optimize Customer Experiences at Scale
We enable this at scale, in real-time and with precision by providing a unique combination of:
● A unified user data platform
● Actionable insights and segmentation
● Timely, personalized omni-channel engagement
About CleverTap
2

3. 120 Billion
Events Processed a Month
80 Billion
Messages Sent a Month
1.5Billion
Unique Devices Reached
8000+
Customers Globally
Proven Performance & Scale
CleverTap architecture solves for a variety of use cases without any assumption of domain

4. Agenda
• Disruption in Restaurant Delivery = Rise of Food
Delivery Apps
• The Food Tech Ecosystem
• User Behavior Patterns
• Building an Engagement Strategy for Your
Food Delivery App
4

5. Online Ordering is Big Business Right Now
Note:
CAGR: Compound Annual Growth Rate/ average growth rate per year
Revenue figures refer to Gross Merchandise Value (GMV)
Source: Statista Digital Market Outlook 2018

6. 6
With Multiple Players Fighting for a Slice of the Pie
Source: Rosenheim Advisors, The Mixing Bowl: FOOD TECH & MEDIA LANDSCAPE 2018

7. 7
But it’s Anything But a Piece of Cake!
Few apps see
sustained growth
86%
Users Churn in
the first two weeks
54%
users choose to
uninstall these apps
within a month

8. The Key…
Is to focus on the consumer micro-moments
8
SOCIAL SHARING
Referrals
Posting Reviews
ORDERING
Adding to Cart
Repeat Orders
DISCOVERING
Recommendations
Offers “Near Me”
SEARCHING
Looking for Options
“Near Me” Search

9. The App User Lifecycle
9
Engagement Retention ReinstallOnboarding

10. A great user onboarding experience can
improve user adoption by
10
Delivering The
AHA! Moment
7X
Onboarding

11. 11
User Onboarding Benchmarks
• Greet new users with a series of simple tips
to help them get acquainted with your app
• Persuade first-time users to enable push
notifications by offering value added services
such as real-time order status updates
• Encourage users to allow geolocation
sharing by describing how this helps them
locate restaurants within their detected
vicinity

12. 12
To turn new users into loyalists
and brand advocates
Show Immediate Value
in Your Product
Onboarding > Engagement

13. 13
From Onboarding to Engagement Benchmarks
• Nudge users to check out offers at
restaurants in their area
• Recommend popular eateries and offer
specials to encourage users to order their
first meal
• Build detailed user profiles and map them to
relevant segments based on their preferred
cuisines, meal times, and budget preferences

14. 14
With campaigns that whet their appetites
Keeping Users Engaged
Engagement

15. 15
User Engagement Benchmarks
• Optimize send times for your notifications based
on user ordering patterns and meal times.
• Push notification send times that see highest
engagement are between 9:00–10:00 AM, 1:00–
5:00 PM, and 9:00–10:00 PM
• Use in-app notifications with special offers to
inform users of new restaurants and offers in
their area

16. 16
User Engagement Benchmarks
• Personalize push
notifications with relevant
fields like a user’s first name
to improve open rates and
CTRs

17. 17
Emojis - 🔥 or 💩 ?
• The right emojis can significantly improve
engagement, with an average CTR of 1.45% for
push notifications with emojis.
• Emojis are great, and can drive engagement
ONLY when they are relevant to your app and
are used in moderation.
Remember what they say about too much of
a good thing?
EMOJIS IN PUSH NOTIFICATIONS:
Winners & losers

18. 18
Identify the early indicators of
churn to drive long term user retention
Drop In, Before
Your Users Drop Off
Engagement > Retention

19. 19
Engagement to Retention Benchmarks
• Try and focus on the friction points in your new
users’ journey by observing user retention cohorts,
and targeting them with win-back campaigns
• Identify your users’ preferred restaurants and
cuisines to tailor their user experience
• Retain your existing new users with loyalty points
and benefits
*Defined by app launched at least once during the given time period.

20. 20
Engagement to Retention Benchmarks

21. 21
Omnichannel engagement campaigns nurture your
brand’s relationship with customers and drive higher
lifetime value
Keep Users Coming Back
to the App for More
Retention

22. 22
Retention Benchmarks
• Motivate users who have not launched the app in over two
weeks to make repeat orders by sharing coupon codes for
discounts
• Analyze user retention rates based on the acquisition channel
using cohort analysis to understand the segments which need
more nurturing
• Use CleverTap Journeys, an omnichannel campaign tool, to
target users at the most optimal channel with personalized
promotions, discount offers, new restaurant alerts, and more

23. 23
Reasons for uninstall can vary from UI/UX issues, functionality,
performance, or engagement experience.
Tackling Churn
Reinstall

24. 24
Uninstall Benchmarks
Uninstall Rate
Even the most successful apps see
some users churn. By monitoring
uninstall rates, you’ll have a better
understanding of your user experience
and what leads to uninstalls.

25. 25
Reinstall Benchmarks
• Eliminate friction points within your app by
tracking user behavior using path analysis
tools such as CleverTap Flows
• Request user feedback to understand the
reasons for uninstalls
• Win back users with time-sensitive, targeted
promotional offers
• Establish a sunset policy to avoid spamming
users who do not wish to be contacted

26. SO LUTI O NSABO UT
Faasos is an Indian ‘food on demand’ company that was
started in the year 2011. It operates across 15 cities in
India and 200+ locations. It is the only vertically
integrated food business in India that complies to all the
three stages of food on demand business: ordering,
distribution and delivering.
Case Study:
22

27. Case Study:
22
• Multiple user touch points
• Triggered user messages
• Revenue conversions
CHALLENGES

28. SO LUTI O NS
• Journeys
• Push Notifications
• Personalized & Triggered Messaging
Case Study:
22

29. KEY RESULTS
Case Study:
22
With CleverTap’s push notifications,
Faasos saw a 30% increase in
click-through rates30% 7%
7% increase in conversion
through timely messages using
user journeys

30. Report: Industry Benchmarks for Food Delivery Apps
Case Study: How Faasos, India’s top food delivery app, accelerated
conversion by 7% using CleverTap Journeys
Blog: 7 Hacks to Effectively Onboard your Food Delivery App Users
Live demo: Get a customized 30-minute demo from our team
Questions?
Additional Resources:
23

31. Thank You!
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