In an evolving landscape such as that of food delivery, brands are no longer defined only by the service they provide but by the emotional ties they establish. As consumer expectations are evolving, the brand’s role has extended far beyond all recognition: it now serves as a bridge towards lifestyle, identity and goal.
The Foodora Rebranding course in six European countries (Norway, Sweden, Finland, Czech Republic, Hungary and Austria) reflects an increasing imperative of the sector: regionalization without fragmentation. As the delivery platforms evolve, the challenge is to balance the localized nuances of the market with a unified identity, by creating a coherent brand which resonates culturally while evolving in operational level.
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Why regionalization is important in the economy of today’s brands
A unique and coherent identity reinforces the recognition of the brand, but success requires more than a visual overhaul. For Foodora, the decision to unify the Austrian company Mjam, the Hungarian company Foodpanda/Netpincér and the Czech company Dáme Jídlo was not only a strategic change; It was an intentional approach towards the creation of deeper emotional links. By approaching the behavior of local consumers while strengthening a common European history, we have redefined what it means to be “Top of Mind” in the food delivery segment.
This strategic change has produced measurable results. In Hungary, the notoriety of Top of Mind (Tom) increased by five percentage points within four months of the brand change, exceeding the recognition of the previous brand which had taken years to build. Austria and the Czeching observed an even more notable increase in Tom after only a few months. Beyond notoriety, preference for the brand has also experienced significant gains: Sweden has increased by three points, Hungary of four points and Austria by two points. These measures highlight the effectiveness of a unified brand identity to improve the presence on the market and affinity with customers.
The key to this transformation was to recognize that customers want more than convenience: they want marks that complete their lifestyle, create moments of joy and simplify their routines. A successful rebranding no longer depends on “what the brand is”, but rather on “why” it is important for people.
Beyond transactions: create an emotional resonance
Delivery of food and grocery has often been associated with the practical aspect. However, in 2023 and 2024, the Foodora campaigns such as “because I want” and “Goodbye Staying in, Hello Going-in” wanted to demonstrate a change: consumers are increasingly adopting delivery not as a solution to Folding but as an intentional choice – a reflection. of personal freedom and evolution of habits.
This highlights an opportunity for brands to position themselves as an integral part of people’s daily experiences, not as simple transaction facilitators, thus promoting additional frequency and adoption. Foodora campaigns have strengthened this by celebrating simplicity, affordability and pleasure of the ordinary. Leaders in the delivery sector must understand that emotional attraction is as essential as functional value.
The role of the multichannel impact in the establishment of confidence
The success of a brand change is not only measured in terms of notoriety, but also relevance – and relevance is obtained not only by creativity, but also by coherence. The multi -channel approach of Foodora, taking advantage of television, digital and external display strategies, allowed him to be part of the life of his customers where they are. In today’s saturated digital environment, creating immersive brand experiences – where each interaction strengthens identity – becomes a competitive advantage.
Looking towards the future: the future of branding lifestyle in the area of delivery
The evolution of Foodora of a set of brands towards a unified regional lifestyle entity underlines a broader truth of the industry: the brands which resonate emotionally, adapt locally and evolve strategically will establish the norm. While food delivery and fast trade continue to redefine modern comfort, the brands that will succeed will be those that will integrate perfectly with consumers’ routines while offering moments of freedom, joy and connection.