It is undeniable that the online food delivery market in Thailand has enjoyed a steady growth in the past few years. In 2019, the online food delivery on application services had a market value of 33-35 billion Baht, which was accounted for 14% market growth from the previous year (Source: Kasikorn Research Center). Therefore, when Minor Food’s Sizzler, a steak restaurant chain with a salad bar as their unique selling point, decided to seriously ‘invade’ the delivery market, their game in seizing the customer’s ‘Share of Stomach’ within the fiercely competitive market is something unordinary.
Although Sizzler has dominated the dining-in marketing in Thailand for a long time (since 1992), there are still many challenges to be overcome when the company decided to step into the delivery market. One of the challenges is that steak dishes are not top-of-mind food for home delivery comparing to other types of food. Thus, the communication strategy for this venture needs to focus on ‘finding the right customers’ and stimulating the ‘fist-time trial’ particularly among those who regularly use online food delivery services.
Sizzler delivery uses 'LINE Ads Platform' (LAP) as a key strategic channel for marketing. Their main objectives are:
LAP advertising helps Sizzler accurately reach their primary target by
(Note: information used in creating advertisement is derived from LINE users behavior analysis that is 80% accurate. There is no data from chat/call being violated.)
Apart from reaching out to the right group of customers, creating a new demand for market expansion is also crucial, especially for the younger audience groups such as office workers and college students who look for greater convenience. Using LAP enables the company to have an access to the database of 46 million LINE users.
Examples of Sizzler’s ads appearing on LINE Timeline and LINE Today
It has been proven by the data that LINE Ads Platform has helped Sizzler reduce the cost per click 66% lower than that of other media channels. More importantly, it can measure ads performance clearly whether it is in the sales or cost perspectives, making an effective review on return on ads spending, comparing to other platforms.
The key factor that has driven Sizzler’s success is a combination of using LINE Ads Platform and attention to details such as:
These factors have enabled Sizzler to turn the table and impressively seize the online food delivery market share.
It is not an overstatement to say that LINE Ads Platform has brought Sizzler into becoming a top-of-mind brand to consumers and created ‘new opportunities’ for the business. Today, Sizzler Thailand is the first country in bringing the restaurant chain into the current co