MY delivery start-up dahmakan picks Sphere for rebranding duties

Malaysian meal delivery service dahmakan has appointed digital marketing agency Sphere as its global strategic and creative partner. A+M understands dahmakan was in talks with about 12 agencies before the appointment.

Sphere is tasked to reposition and rebrand dahmakan, with its rebranding work slated to begin in mid-August 2020. The food delivery start-up is also looking to expand into other Southeast Asian markets, following its acquisition of Thai competitor Polpa in 2018. dahmakan declined to comment on which markets it is currently eyeing.

Unlike traditional food delivery apps, dahmakan cooks and delivers all meals and does not rely on third parties such as restaurants. Its approach has since gained attention after securing US$18 million in funding recently. Co-founder of dahmakan Jessica Li said to A+M then the funding will be largely used to improve the customer experience through its end-to-end operating system. 

Christian Edelman, CTO and co-founder of dahmakan said he aimed to continue growth in Malaysia and expand out to new markets, therefore requiring an agency that could understand the local market as well as the global market. “We had been in talks with a number of agencies, but Sphere was the first one that was really able to truly understand our business model and where we wanted to take the brand. Importantly, they had relevant experience working with brands in Southeast Asia as well as western markets - and have enjoyed success in the past helping brands from Southeast Asia achieve greater appeal in the west. We’re looking forward to this being the start of an exciting new phase for the brand," Edelman added.

Michael Abdel, founder of Sphere said, “Having worked across many food and beverage brands, it’s become very clear to me that the existing food delivery model is under pressure  and is not sustainable for restaurants and the food delivery apps themselves. It was already showing cracks pre-COVID and it’s only gotten worse. What excites me so much about dahmakan is that they have a unique and proven system that cleverly avoids the flaws of the existing food delivery model. Our task now is to make the right tweaks to the brand, tell the right story and roll out a brand platform that can resonate globally. I can’t wait to get started!”

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