4 foodie personalities in SG for brands to toast with

Singaporeans no doubt love their food and food delivery is now clearly becoming a clear channel for foodie Singaporeans to satisfy their cravings from the comfort of their homes at a click of a button.

According to a survey by Deliveroo of over 1,200 Singaporeans, more than 80% of Singaporeans turn to Deliveroo for the convenience when they are too busy or lazy to step out for a meal. With food delivery becoming part of our daily routines, Singaporeans have developed unique food ordering rituals to perfect their at-home dining experience.

But when it comes to personalities, what are the top four personas brands can tap into?

Lobang Lucy – The discount hunter

Always hunting for the best lobangs, this customer’s favourite word is “free”. Deliveroo’s survey found that 42% of Singaporeans’ food orders are dependent on the latest deals and discounts they can find on the Deliveroo app.

Habitual Harry - The loyal customer

This customer always knows what he/she wants. They have their meals scheduled in advance, and more than half of the respondents in the survey said they will look for something easy and familiar when ordering food delivery - commonly sticking with their favourite few establishments for a fuss-free meal.

Indecisive Irene - The one who is always thinking

This customer spends hours scrolling through food options to make the perfect selection. While most Singaporeans spend 10 to 30 minutes deciding on their food order, 14% are ‘Indecisive Irenes’ take more than half an hour to decide what to eat.

Adventurous Adam – The one who always tries

This bunch of folks always order in because they LOVE the convenience and the endless options for delivery. From Indian and Italian to Chinese cuisines, every day is a new adventure for them. Surprisingly however, most Singaporeans are not as open to trying new things as we think with only 5% of survey respondents live to try different cuisines.

Food delivery in Singapore really peaked amidst COVID-19 as many chose to limit their exposure outdoors, and restaurants pivot their services to provide for online delivery. However, with Singapore’s easing of restrictions, many eateries are now seeing the return of customers to on-site dining.

Meanwhile, to lure in more riders and delivery staff, just yesterday Deliveroo Singapore announced a partnership with BenefitHub, an integrated lifestyle benefits and rewards portal, to offer its fleet of riders access to over over 200 everyday discounts and benefits. 

The partnership will also see riders receive up to 50% cashback on brands such as Circles.Life, Calvin Klein, Charles & Keith, DirectAsia Insurance, Klook, Shopee, Lazada, Sephora, Zalora, Crocs and Trip.com, among others. These cashback rewards will be credited to their e-wallets, and can be cashed out upon accumulation of at least SG$10.

Deliveroo said in a statement that the rider benefits from this partnership come on top of existing perks for its riders on BenefitHub, which include discounts on corporate schemes at StarHub and M1, as well as discounts on motorcycle rentals.

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