Anticipating a surge in demand for deliveries in the last quarter of the year driven by the Christmas season, online food and grocery delivery platform foodpanda Philippines is gearing up to expand and ramp up initiatives for its community of customers, delivery partners, and partner vendors.
Managing Director Daniel Jaramillo sees this period as an opportunity to highlight how the platform can offer convenience to customers while creating more opportunities for its partners. “Each year, reliance on delivery platforms grows, driven by a young population, rising confidence in online payments, and government support,” Jaramillo said. “Our goal is to ensure a seamless connection between our ecosystem of customers, riders, and vendors, benefiting all sides.”
With the e-Commerce market projected to hit $24 billion by 2025, foodpanda sees significant growth potential in the local digital space. Once viewed as a novel trend, e-Commerce has now become the dominant business model in the Philippines, and the market is expected to continue expanding, reaching $39.5 billion (PHP 2.2 trillion) by 2028.
Jaramillo–who took over the helm of foodpanda’s Philippine office after stints at foodpanda’s regional headquarters and parent company Delivery Hero–noted that this demand presents an opportunity for further expansion and growth. “Before becoming MD of our Philippine market, I already recognized the Philippines as one of the most important and fast-growing markets in APAC. Now that I’m here, I see great potential for long-term investment as we continue to expand and support our ecosystem of partner vendors, delivery partners, and users through our newly-enhanced services and initiatives.”
Personalized marketing for local growth
The Philippines being an archipelago presents unique opportunities to tap into various regions across the country. Jaramillo also noted that this localized approach is especially crucial for reaching more customers in smaller cities and regions. “Each area has different demands and buying behaviors, so we tailor our promos and deals to meet local needs and build customer loyalty,” he shared.
Jaramillo revealed that these localized offers include discounts on local vendors and local vouchers in specific areas, helping to boost community businesses. “We also introduce special promo vouchers during local festivals, ensuring that celebrations are even more enjoyable for customers in those regions.”
Recognizing increasing consumer interest in various regions, foodpanda is expanding into areas where the platform is still unavailable. “While we are already present in provinces like Pampanga, Bulacan, Dagupan, Nueva Ecija, Batangas, and Cebu, we are extending our reach to additional locations in these areas to serve more customers and meet growing demand,” Jaramillo shared.
Hence, the Christmas season is also a key focus for the company. “We want to be the go-to partner for Christmas food needs while offering the best promos from our top rated restaurant partners under our Christmas campaign ‘Basta pasko, foodpanda’. It’s a message that we’re here to make this hectic, fast-paced season easier for our customers,” said Jaramillo.
Expanding partner vendor network
With rising order demand, Jaramillo emphasized the need to provide more options for customers. foodpanda has recently expanded its lineup of partner merchants and shops, adding several major brands for app users to choose from.
The platform now features popular food chains like Frankies, Mama Lou’s, Duck Donuts, and Cebu’s ABACA Group. In addition to food delivery, the Shops vertical has grown to include provincial supermarket chains such as LCC and NCCC.
“We maintain a hypercare approach with our partner vendors, supporting both big chains and local MSMEs at each stage of their business. We’re excited to extend the same support to new merchants and shops as they join the foodpanda family,” Jaramillo said.
Growing and strengthening the Ka-panda community
To meet the high demand for orders this Q4, foodpanda is working closely with its delivery service provider, Delivery Hero Logistics Philippines, Inc. (DHLPI), to onboard more freelance delivery partners. They are also enhancing their incentives program, offering rewards for delivery partners who achieve specific milestones or “quests.”
Jaramillo expressed his appreciation for the Ka-pandas’ dedication to delivering food and groceries. “The freelance delivery rider community is a vital part of the digital platform industry, and we’re committed to supporting DHLPI in nurturing and expanding this group to ensure efficient deliveries for our users in the long run,” he said.
The company is also giving back to communities this Christmas through its flagship sustainability program, ‘Let’s Do Our Pau-rt’ (LDOP), focusing on meal donations and Christmas bundles for underserved communities to fight hunger and reduce food waste. App users are encouraged to donate meals through the foodpanda app, making it simple to contribute after placing an order.
Looking ahead, foodpanda is looking forward to further expanding in the e-Commerce space by balancing the needs of consumers, vendors, delivery partners, and communities. “Our aim is to continuously meet the ever-changing demands of the digital world and local market, and we’re here to stay to do just that,” Jaramillo concluded.
