The idea here is to dive into the lifestyle of digital natives - by providing food location sharing services and mobile order wallet payments.

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Food for thought: 55% Singaporeans eat out weekly (Nielson, 2018)

Mobile device proliferation, fast-paced lifestyles, and stressful work environments have shifted the approach to the way of life for most Singaporeans. Most of us may choose to eat dinner out of home after a long day, according to reports showing 72% of respondents doing so, with lunch coming next at 66%. (Nielson, 2018)

 

Let us re-approach this statistic, is that true? Don't most people have to eat lunch out of home daily because it is during working hours and with colleagues? Therefore, the suggestion here is to focus on lunch features and options to enjoy a lunch meal with a colleague.

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Millennials love convenience

Millennials, or twenty-one to thirty-six-year-olds, are much more likely to use "off-premise meal solutions" or to order delivery. "Between 2018 and 2023, restaurant delivery is projected to grow at more than three times the rate of on-premises sales." (Steingoltz and Picciola, 2019)

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Mobile orders and payments are now an expectation

In today's mobile-driven economy, consumers expect to be able to do more from their phones. Hail a cab, order groceries, order coffee, order a burrito. Consumers want more services on-demand — and they want them instantly. That is where mobile is driving the market. Mobile order-pay is steering the way people eat and visit restaurants these days. "By 2020, Orders placed via mobile apps will become a $38 billion industry and makes up nearly 11% of all quick-service restaurant sales"(Wasilefsky, 2017)

 

In a recent report by PwC, Singapore ranked fifth with the use of mobile payments in a 12 percentage rise from consumers surveyed, at 46 per cent in 2019, amounting to US$689m in 2019, (Statista, 2019) among other southeast Asian countries - Vietnam, Thailand, Malaysia, Philippines, Indonesia. (The Straits Times, 2019)

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Understanding our customers with data insights

Mobile location and payment data provide a peek into who patronises the restaurants and their frequency, and what they are ordering. The information then can be used to create targeted marketing offers, boost sales, build brand loyalty and create a more seamless consumer experience. Starbucks is one of those companies who is evolving their customer experience by using these data to understand their customers and cater to their demands and needs and this is proven by their Q4 Full Year Fiscal 2019 results "Starbucks® Rewards loyalty program grew to 17.6 million active members in the U.S., up 15% year-over-year"(Stories.starbucks.com, 2019)

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Best of both worlds, maybe even three

The best is that Singtel has both of such technologies and platform. Singtel has a lot of existing data, existing user-base and what's even better is the provision of telecommunications services. The integration of both Singtel's Dash and Hungrygowhere mobile applications will bring about newer and advanced features for the platform's users. And lastly, tapping on Singtel's reach and telecommunication services can generate exclusive deals or even provide zero-rating to users who want to turn on location sharing, or whenever users use the app.