Provides new insights into Dubai’s competitive delivery market
MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, released the first Dubai-based edition of Field Notes, an initiative that explores brand relationships in the digital age through firsthand experience and assessments. This edition is a comparison of six online food delivery brands in Dubai: 24h, Deliveroo, EatEasily FoodOnClick, Talabat, and Zomato. Zomato won as the best overall customer experience based on superior user engagement, a hassle-free ordering process, an unmatched restaurant discovery experience, and a strong brand voice. Deliveroo came in a close second for its simple, elegant site design and smooth ordering process.
The six brands were tested and compared by MBLM’s team of strategic thinkers and creative professionals on criteria including attraction, functionality, restaurant discovery experience, customer service and engagement, and mobile experience. For every service, MBLM created accounts, set up delivery addresses, used the service and explored its features on desktop and mobile platforms. The MBLM team first ordered from the same restaurant through each service to establish a control, then from a variety of places to assess the experience of discovering new restaurants and customizing different orders.
Jae Hwang, partner at MBLM, says, “The Field Notes offer an insight into how brands either connect with their customers or miss an opportunity to do so. With new players entering the food delivery field and others being bought-out or merged, the sector is experiencing a lot of activity.”
While many were close, no single brand did everything right. Here are a few key takeaways from the study:
24h offers a wide selection of restaurants and great promotions. Un-cluttering the design a bit would give the site a more polished appearance.
Deliveroo delivers tasteful design and a streamlined ordering process to match its high-end restaurant list. Lowering delivery fees might attract more diners.
EatEasily effectively brings new and popular restaurants to the forefront for users to discover. Creating a clear sorting functionality in search results would simplify the restaurant discovery process.
FoodOnClick delivers a convenient app and helpful user reviews of restaurants. Making design consistent across all its pages would lead to a stronger brand presence.
Talabat provides all the key pieces of functionality and a straightforward ordering experience. Addressing poor customer service would help retain more users.
Zomato excels at creating an ecosystem around food through user reviews and food journeys. Creating a clearer distinction between reviewing and ordering functionalities would help improve the user's experience.