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Foodpanda to continue expansion plans in Malaysia

Foodpanda aims to expand across Malaysia in 2018, following the expansion of its service into Johor Bahru in the past year. Meanwhile, it will also launch its 24-hour delivery service this month, in line with its mission to bring good food to consumers every day.

Sayantan Das, MD, foodpanda, said it wants to offer consumers with the convenience of satisfying their cravings from their favourite restaurants in the comfort of their homes at any time of the day. This comes as the company recently celebrated its six anniversary.

In a statement to A+M, Das said that the company will be expanding into Kota Kinabalu, Ipoh and Malacca, adding that “several key partners” and social media sentiments have indicated that the business trends are “highly favourable” in those cities.

“We believe that there is a significant pool of untapped demand and immense market potential with regards to food delivery service in these cities and the local consumers will respond positively to the service provided by foodpanda,” he added.

Last year, the company rebranded from orange to pink, following its acquisition by tech giant Delivery Hero in December 2016. While the iconic panda still remains at the forefront of its logo, it has been tweaked into a rounder and more “modern” version. According to the company, the new logo aims to be more memorable. Also, foodpanda’s font has also been updated to be more contemporary, which is in line with the brand’s new direction.

Laura Kantor, head of marketing, foodpanda Singapore said pink will be a strong differentiator for foodpanda to stand out in markets in which orange is used extensively throughout the cities´ landscapes. Pink is also the signature colour of its sister company foodora.

In 2017, foodpanda also launched a global campaign “The First Bite” across all online channels, namely social, display and CRM. “The First Bite” was fully conceptualised and produced in-house, in collaboration with photographer Robert Wunsch and director of photography Jonas Winter-Scholz.

The campaign highlights the universal excitement surrounding the first bite of food. The upbeat music was also specially created for the campaign, to mirror the video’s quick sequences and highlight the countless flavour explosions that take place. This was in a bid to highlight how consumers’ senses play a significant role when taking the first bite.

Foodpanda is available in more than 190 cities across 11 Asian and Central Europe countries globally, including Singapore, Malaysia, Hong Kong, the Philippines and Thailand, among others.

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