Product Photos Are the Key to Food Delivery Success: A Pepsi Case Study

Pepsi has secured its position as one of the most valuable non-alcoholic beverage brand worldwide, with a brand value of €17.1 billion in 2023 ^[1]. As one of the biggest players in the €158.70bn European soft drink market ^[2], the brand’s online growth rate is also lapping its brick-and-mortar performance across Europe. Tapping into the ubiquitous at-home ordering trend, Pepsi has made substantial investments in digital channels and established strategic foodservice delivery partnerships.

The pivotal link between Pepsi and its food delivery consumer base lies in the digital menu, where the inclusion of images alongside product names has demonstrated the power to enhance consumer attitudes towards menu items, increase purchase intentions, and ultimately boost willingness to pay. This phenomenon extends to renowned beverage brands like Pepsi.

In this article, we delve into a comprehensive analysis of Pepsi's presence in the European food delivery market. Furthermore, we conducted an examination of the presence of Pepsi's images on digital storefronts selling their products, providing a compelling argument for the significance of this practice in today's dynamic consumer landscape.

Based on data from Dashmote, Pepsi has a substantial presence on food delivery platforms. However, our data also reveals that Pepsi's presence exhibits significant variation across Western European countries. France and Belgium tend to have a higher prevalence of Pepsi, with food delivery penetration rates around 10%. In contrast, Switzerland (1.4%) and Germany (3.3%) have notably lower Pepsi penetration rates on food delivery platforms.

The research findings underscore the significance of regional preferences in shaping Pepsi's market presence within the food delivery sector. However, it's crucial to emphasise that the presence of product images on the food delivery menu also plays a pivotal role in Pepsi's strategic planning and market expansion efforts. 

A market report suggests that high-quality food photos can improve menu conversion rates by 25% and increase total food orders by more than 35% on food delivery platforms ^[3]. This phenomenon holds true not only for restaurants but also for beverage brands.

The inclusion of Pepsi images in the food delivery beverage menus provides consumers with visual cues that significantly influence their decision-making process. The product size and the packaging details can be quickly communicated to the customers, helping them better understand and engage with the offerings. 

Using Pepsi images can also drive up customer traffic and help in building brand loyalty and brand recognition. The human brain retains 10% of information that it reads, but 65% of information that it sees ^[4]. A beverage image featuring the brand packaging is more likely to stick in the mind of potential customers, leading to sales further down the line. 

These insights underscores the importance of using product images in the world of food delivery. In the next section, we delve into a detailed examination of digital menus featuring Pepsi products but lacking accompanying images. This analysis will shed light on potential areas for improvement and optimization, ensuring that Pepsi can effectively capitalise on its market opportunities.

Dashmote's data reveals the presence and absence of Pepsi product images within digital storefronts that feature Pepsi offerings. These findings underscore a trend across Western European countries where Pepsi products are sometimes listed without accompanying visuals, indicating opportunities for Pepsi to enhance its online performance.

Notably, Western European countries exhibit a Pepsi image all-presence rate ranging from 27% to 61%. Switzerland stands out at the top of the list, with a striking 61% of digital storefronts selling Pepsi products having all images present, and a higher percentage of 80% featuring at least one Pepsi product image.

Following closely is France, with percentages of 47% and 76% for all Pepsi images present and at least one Pepsi image present, respectively. In Germany, 51% of digital storefronts selling Pepsi show all product images.

Conversely, the rate is the lowest in Belgium, which stands at 36%, indicating a less visually enriched Pepsi presence in this region.

Dashmote is dedicated to assisting enterprises in overcoming obstacles and achieving success in the digital market space. As the foremost provider of big data and AI analytics solutions in the food and beverage (F&B) sector, we enable companies to make informed strategic choices by offering thorough analysis and invaluable insights into the food delivery market and F&B trends. Interested in taking your online business to the next level? Feel free to reach out to our team at contact@dashmote.com. Together, we can establish a robust online footprint for your Food & Beverage enterprise.

If you find this article valuable, you may also be interested to check out more of our blog articles on Pepsi, such as the cola battles in India or the cola war in the UK.

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