27 May 2016
New Generation of Food Delivery On Track for Busy Taipei Commuters
QR-code enabled metro hoardings simplify hot food ordering and delivery for digitally-savvy Taiwanese diners.
Taiwan MRT commuters are the new target market for a number of the territory's food delivery platforms. This has seen a spate of QR-code enabled hoardings and posters cropping up at metro stations across Taipei.
These posters feature menu items from one of the many hot food delivery companies operating in the city. Commuters merely have to scan the accompanying QR codes with their mobile device in order to immediately access a food delivery company's website. After that, it is a simple matter of selecting and ordering the desired items.
The customer pays the cost of their chosen meal plus a small delivery charge upon receipt of the dishes at their own homes. Typically, the delivery time is around 40 minutes, with the service proving hugely popular with the city's time-strapped consumers.
The success of the service is seen as the logical next step in integrating consumer dining requirements within the new digital landscape. The initial steps were taken several years back, when restaurants and takeaway businesses first developed their own websites, originally offering only location and menu information. A second generation of digital enhancements allowed for tables to be booked, while the emergence of phone apps gave instant access to peer reviews and recommendations of local dining establishments.
Now, this new digital wave has seen customers able to use geotracking to identify restaurants and takeaway providers close to their current location. Once this step has been completed, it is then just a case of choosing the favoured cuisine, accessing the menu of the preferred supplier and placing an order. The food is then prepared and made ready for delivery, arriving at the customer's home within an agreed timeframe.
At present, a number of establishments are managing the whole preparation and delivery service themselves. Many others, however, as using third party platforms for marketing, ordering and transactional support, with delivery frequently outsourced to an external logistics specialist.
Sylvia Yeh, Taiwan Office