An integrated marketing communications campaign for Max's Restaurant - in-house delivery channel

• Main Author: Ellamil, Brandon Keanu
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Delivery of goods—Philippines—Marketing; Food service—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/74
• Institution: De La Salle University

Max's Delivery is a delivery service offered by Max's Restaurant to accommodate the increasing demands for food delivery services and to grow its customer base. In today's fast-paced world, the convenience of having food delivered to one's doorstep has become a necessity, and Max's Delivery is well-positioned to take advantage of the rising popularity of restaurant delivery services in the Philippines. To stay competitive in this highly competitive market, a study on Max's Delivery, the restaurant delivery sector, and its target market was conducted. The research findings showed that Max's Delivery needs to improve the overall consumer experience by increasing the convenience, accessibility, and enjoyment of its in-house delivery services. Furthermore, the study recommends an increase in media exposure for Max's Delivery, with a focus on the price value and performance expectation of the ordering platforms. To address these findings, the researcher proposed an Integrated Marketing Communications campaign to increase awareness of Max's Delivery among the captured market aged 28-55 years old, as well as expand to the younger Filipino millennials and Gen Zs aged 21-27 years old belonging to the middle-income class to upper-income class. The campaign aims to establish Max's Delivery as the preferred choice for food delivery services in the Philippines. The proposed IMC campaign is designed to leverage a multi-channel approach, including digital marketing, guerilla marketing, influencer engagement, TVC/OOH ads, and sales promotions. The creative materials proposed aim to increase visibility, build trust, engage with the target market, educate them about Max's Delivery, and persuade them to use the in-house delivery service. The proposed IMC campaign aims to increase sales for Max's Restaurant through Max's Delivery by 15% a year after the first year of the campaign period. With a carefully crafted marketing campaign, Max's Delivery has the potential to become a key driver of growth and profitability for the restaurant. In conclusion, Max's Delivery represents an excellent opportunity for Max's Restaurant to expand its business and meet the evolving needs of its customers. By improving the overall consumer experience and leveraging a multi-channel marketing approach, Max's Delivery can establish itself as the go-to choice for food delivery services in the Philippines.