CHALLENGE
Unlike traditional food delivery apps, dahmakan made all its own meals rather than relying on restaurants. The brand was performing well in Malaysia, however, they could see three potential challenges ahead.
- The word ‘dahmakan” is uniquely Malaysian. This was a problem given their ambitions to expand internationally.
- dahmakan was primarily known for offering healthy meals but they were wanting to shed that perception.
- Consumers didn’t realise that dahmakan made their own meals. This misperception meant that many thought they were just a food delivery app that lacked variety compared to the other delivery apps.
THE BIG IDEA
The solution was a bold one: keep all the things that made dahmakan great and lose anything that could hold it back.
This meant:
- Creating a new brand with a name that could work around the world.
- Avoiding the perception that they are just a delivery app that lacks variety.
- Holding onto the perception of offering great value.
With this in mind, we created the Pop Meals brand. At the heart of the brand is a unique Top 40 Meal Chart that is constantly changing in real-time. This effectively turned the perceived ‘lack of variety’ weakness into a strength – positioning the brand as only offering the most popular meals. The positioning line “Popular meals at even more popular prices” reinforced this message, while also positioning the meals as great value.
We then brought the brand to life with a colourful brand platform that related the popular dishes with pop culture. Importantly, the branding was able to cut through and capture attention across both online and real-world environments.
RESULTS
Pop Meals has been very popular indeed. Despite the pandemic, sales boomed, giving Pop Meals the confidence to open six stores within 120 days, with plans to open more in a hurry.
