How to set up a food delivery discount campaign
6 min read

How to set up a food delivery discount campaign

People don’t always have the time to cook a new recipe every day. Get more orders and increase revenue with a food delivery discount campaign on Messenger.
How to set up a food delivery discount campaign

There’s no other time in which food delivery has been this important. As the global COVID-19 crisis is keeping everyone indoors, local businesses need to adapt. Run this food delivery discount campaign to get more orders and grow your business.

Why set up a food delivery discount campaign?

People don’t always have the time or inspiration to cook new, delicious recipes each day. Sometimes, they just want to take the easy way out and get food delivered to their front door.

But the food delivery market is saturated, with companies like Uber Eats, DoorDash, and making it incredibly easy to set up a food delivery business.

How will you set yourself and your business apart from the competition? Sure, you can invest in digital marketing, undercut your competitors’ prices, and diversify your menu.

But to really set yourself apart, you will want to start conversations with your customers in the most frictionless and direct way possible: on messaging apps.

Try adding a widget to your website driving traffic to Messenger

Incentivizing people with a discount on their first delivery order is always a good way to get more customers. You could add a website widget to your website driving people to a Messenger flow.

When people click the Send to Messenger button to claim their discount, they’re sent straight to Messenger. In this conversation, you can:

  • Guide customers through your menu options
  • Ask for an email address in return for a discount code
  • Raise questions people might have to your Inbox for support

If you’re already running Facebook ads on Instagram and Facebook, consider choosing the Click-to-Messenger ad type. This way, you can drive traffic to Messenger with an always-on ad campaign that means more orders for your business around the clock.

Don’t have the budget to run ads, but depend on organic engagement? Reach out to your existing social media following. Better yet, put up a QR-code linking directly to the flow in your shop window - or print one on a flyer!

Scanning this QR-code will automatically open the Messenger app

Even though many restaurants around the world are forced to close their doors at the moment, people walking by might still want to order a meal from their favorite burger joint. Hanging up a sign with a QR-code to your food delivery discount flow allows them to do so in a frictionless way!

Here’s a visualized example of a food delivery discount campaign workflow in Messenger:

An example of a food delivery discount workflow

How to set this up in minutes

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Step 1. Log into your ShopPop dashboard

Sign in to your ShopPop account, and go to ‘My Campaigns’ to get started. This is where you create new flows and start all of your chat marketing campaigns.

We added a basic ‘Food Delivery Discount’ template flow in ‘Templates’. This is a framework for you to edit to your liking.

Select it and save it to ‘My Campaigns’ to start building your own.

Step 2. Choose your campaign type

Choosing a campaign type that works best for your business. Which campaign types work best depends on where you normally interact with your customers.

Does your Facebook page have a lot of likes and followers? Chances are you’ll benefit most from sharing a direct link in an organic Facebook post. Better yet, set up a Comment-to-Messenger rule on this post, so you can automatically send everyone who comments your food delivery discount flow.

An example of a food delivery discount Comment-to-Messenger workflow

Does your Instagram account have a huge following? Post about your exclusive deal and place a link to you food delivery discount flow in your bio. We recommend using a tool like Linktree so you can add multiple links here.

Do you want to reach people outside your current audience? A Click-to-Messenger ad is going to be your best bet. Facebook’s Ad platform has got you covered when it comes to targeting the right audience for your campaign. Make it as local as your delivery ranges!

Of course, you can combine these conversation starters and drive people to your food delivery discount flow from multiple entry points. More conversations with more people means more orders and more revenue!

Click-to-Messenger ads let you reach an untapped audience

Step 3. Write your Messenger flow accordingly

You might need to write different versions of your flow according to which conversation starter you’re using. For instance, both Comment-to-Messenger and Click-to-Messenger campaigns require you to create an initial message and a button. You’ll need to set up your flow to trigger when people click this button.

Make sure you include the following aspects in your flow:

  • An email capture component to unlock the voucher
  • Your discount voucher to be used on checkout
  • An action component that segments people who received the voucher
  • A one-time notification component so people can opt-in for your next deal

You will even be able to automatically sync that segment of people who’ve received a voucher to your CRM of choice using our Zapier integration (which will be launched soon, so stay tuned). This means you have a dynamic and automatically updated list of everybody who successfully converted in your food delivery discount campaign.

Make sure you encourage people to opt-in to a notification for your next offer!

You’re also building a list of people opting in to a one-time notification for your next deal. Wait for when business is slow and this notification list is full. Send out a DM broadcast - with open rates often as high as 90% - for a temporary boost in delivery orders!

Pro-tip: at the end of this broadcast, add another one-time notification component, so people can opt in for another future deal. Keep this rolling so you always have a little leverage for when sales are down and you need quick spike in delivery orders.

Step 4. Launch your food delivery discount campaign on Messenger

Time to launch and promote your food delivery discount campaign! Publish your Click-to-Messenger ad, post to your Facebook page and submit your Comment-to-Messenger rule. Send an email to your newsletter subscribers with a direct to your flow.

Watch your audience grow in the ShopPop Inbox and respond to any direct questions people might have. In Inbox, you can filter for the segment of people who received a voucher, so you can keep track of those members of your audience who participate in this specific campaign.

How you'll benefit from this campaign

The number one benefit in running this campaign using ShopPop is that you will be able to set up in minutes. Apart from that, a food delivery discount campaign helps grow your business in several ways.

Let’s list a few:

  • You provide people with a frictionless customer journey in chat
  • The incentive of a discount will increase the number of delivery orders
  • Revenue will increase as a result of getting more customers
  • In the process, you are growing your Messenger audience and email list
  • You can send out a powerful push notification with your next discount offer

Not to mention the fact that you can export this segment of highly-interested customers and use it as a seed for a Facebook Lookalike Audience. This will ultimately save you lots of money on your next Facebook Ad campaigns.

If you need any help with setting up your Facebook Live stream campaign, don’t hesitate to get in touch. Our customer success team is more than happy to help you out!

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You can download this food delivery discount campaign tutorial here.

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