In 2019, the total value of food business in Taiwan was worth 669,500 million TWD, an enormous business opportunity. Considering 5% of this fell into food delivery category, there was a great potential to grow. Later in 2020 when Covid-19 global pandemic occurred, consumer behaviours changed tremendously. They preferred ordering food to their home. Thai SELECT restaurants in Taiwan therefore had to adapt to survive.
Due to 40-50% decrease in Thai food sales volume, Thai Trade office in Taipei initiated an online campaign to drive food delivery business for Thai SELECT restaurants in all over Taiwan. The campaign includes :
Participants could click 'Like', 'Share', and post contents on Thai SELECT Taiwan fanpage and be eligible for prizes and cash coupons for food delivery from Thai SELECT restaurants. Besides, participating Thai SELECT restaurants created special promotions for online platforms like Uder Eats and Fodo Panda; for example, free Thai tea or special discounts.
Promotional articles regarding Thai SELECT restaurants were distributed through social media. Video contents were created to build awareness of Thai SELECT logo and Thai SELECT restaurants in Taiwan. This video part was a collaboration with a famous YouTuber, Amijan.
The campaign was a success with over 3,500 participants, boosting the number of Facebook followers up to 25,271. Also, the sales volume of Thai SELECT restaurants increase by 15% compared to the pre-campaign period. Contents on YouTube and 98.9 Radio station have reached about 5,000 target consumers. This campaign did not only boost sales during the global pandemic period, but it also helped motivate other Thai restaurants to apply for Thai SELECT certification and attract more investment for Thai food business in Taiwan.