Impact Of Digital Festivals On Food Preference in Pakistan

Impact Of Digital Festivals On Food Preference in Pakistan | PakistanTribe.comKARACHI – Digital festivals by foodpanda recently inducted The Zabardast Desi Food Festival, which has gone above par in performance as compared to its entire count of festivals.

On a daily average of online orders, Pakistani cuisine makes for 10-20% of total orders. On festival day, this percentage of orders arrived at its maximum to make dinner-time a peak hour to enjoy traditional cuisine.

“This festival only spoke of our local preferences and the way our lives are shaped around food we grew up with. We attempted at making it further convenient for people to reminisce and enjoy homely dining with much ease. Our customer base positively responded to the idea and results are evident”, shares foodpanda Pakistan co-MD, Talha Ansari.

A number of insights have been drafted from the success of previous festivals by foodpanda. Pakistan is a pizza loving nation and 60% on a daily average comes from pizza, in Karachi only. Whilst The Great Karachi Pizza Festival tested grounds for one city, Fast food festival went nationwide with massive hits for burgers, wraps and fried chicken. Chinese festival also hit another bar with 18% increase in Chinese orders for Karachi only.

There is a shift in consumer demand for food orders, given the continuing cycle of festivals with up to 50% discounts. Larger discounts for orders of greater bucket size are most preferred as compared to items ordered singly. Hence, Desi festival has most orders for Tikka and BBQ items as compared to other items. Pizza festival produced more orders for combos and fast food festival orders comprised largely of family deals for burgers, fried chicken and similar fast food items.

It is also imperative to note that foodpanda mobile app secures more than 64% of the orders received by foodpanda on a monthly basis. Having recently achieved a milestone of 5 million downloads, globally, the mobile app significantly covers more than 58% of festival orders during the day.


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