Ramadan is a holy month for Muslims, during which they abstain from eating and drinking from dawn to sunset. This period of spiritual reflection and increased devotion also serves as a time for Muslims to strengthen their community bonds through acts of charity and sharing meals with family and friends.
The food and beverage sector in Saudi Arabia and the MENA region is experiencing significant growth, with digital platforms playing an increasingly important role [1,2]. Food delivery trends during Ramadan reveal that consumers order more frequently around Iftar and Suhoor, with traditional meals, fast food, and desserts being the top categories [3]. This highlights the potential for growth in the food delivery industry during Ramadan and the need for more digital storefronts to create dedicated Ramadan categories.
Diving into Dasmote’s data from the United Kingdom shows that only a small percentage of locations on Uber Eats, JustEat and Deliveroo are putting extra attention to Ramadan. Only 1% of the digital storefronts are creating an extra category for the Ramadan on their menu. In addition, the availability of Ramadan dishes does not significantly increase during the holy month. Surprisingly, in Malaysia, whose official religion is Islam, the percentage of DSFs which create an extra category containing Ramadan is similar as in the UK which on average is 1% on Grab and Foodpanda. These insights show that there is still a lot of untapped potential.
Dashmote's data reveals that there is untapped potential during Ramadan, especially given the relatively low amount of digital storefronts putting extra attention to it. To thrive in the Ramadan market, we've identified key strategies and tips for businesses seeking growth opportunities:
Offer Ramadan dishes: Showcase culturally relevant, nourishing options and create a dedicated Ramadan category on your menu, making it easy for customers to find suitable options during this special time. Food delivery platform Oddle provides a list of popular restaurants and food delivery services, such as Deliveroo and Foodpanda, that offer a variety of traditional and modern halal cuisine options [4].
Create combo deals: Try Otter suggests promoting healthy and traditional options by offering value meals and combo deals tailored for Ramadan [5]. Designing Ramadan combo meals that include a variety of nutritious and culturally relevant dishes, makes it easy for customers to order during this busy time. By offering enticing combo deals, you can simplify the decision-making process and attract customers seeking both value and quality in their food choices.
Launch promotions: Offer halal-certified items and enticing promotions, such as Buy 1 Get 1 Free deals, to attract customers seeking value and quality in their food choices. For instance, Talabat, a food delivery platform in the UAE, partnered with various restaurants to provide customers with a unique Ramadan dining experience that provided customers with curated Ramadan meals from popular restaurants, making it easy for them to find suitable options during the holy month [6].
Adjust advertising: Increase brand visibility by adjusting promotions and advertising during pre-Iftar, Iftar, and Suhoor times. Collaborate with food delivery platforms to strengthen your presence and utilize marketing campaigns on popular platforms, reaching a broader audience. A good example comes from Uber Eats that during Ramadan created digital-out-of-home activations that display city-specific Iftar times, helping customers schedule their deliveries for Iftar meals. This innovative marketing approach not only increased brand awareness and visibility but also demonstrated a deep understanding of their Muslim customers' needs during the holy month [7]. Similarly, Foodpanda partnered with the Oh Kasih CSR Initiative, donating a meal for every order made using the code 'PANDA' during Ramadan, further promoting the spirit of giving [8].
Adapt to customers' needs and principles: Show respect for customs by adjusting opening hours to accommodate Ramadan schedules. Since Muslims fast from sunrise to sunset, they only consume food during Suhoor (pre-dawn meal) and Iftar (post-sunset meal). To serve customers better, extend hours for Suhoor and Iftar. Some companies embraced the principle of generosity by partnering with NGOs, as Swiggy India did, to distribute meals to underprivileged communities during Ramadan [9]. And again, Zomato India's offered customers the option to donate meals, and pledged to donate an additional meal for each contribution [10]. By aligning with customers' values, you can foster goodwill and build a positive brand image.
Dashmote is the leading big data and AI analytics company in the food & beverage industry. We help F&B enterprises by empowering leaders and analysts to track and analyze publicly available data to contribute to making strategic decisions for your brand. Curious to learn more about food delivery trends around the globe? Check out our The Ongoing Food Delivery Race in Europe. Want to know more about retrieving market insights across food delivery and F&B?
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