In today’s food delivery world, brands are about more than just delivering meals. They connect with customers on an emotional level. As people’s expectations change, branding has become essential, linking the brand to lifestyle, identity, and purpose.
Foodora’s rebranding journey across six European countries—Norway, Sweden, Finland, Czechia, Hungary, and Austria—shows a crucial trend in the industry: regionalization without losing unity. The challenge is to respect local flavors while keeping a consistent brand identity. This helps the brand resonate with diverse cultures and scale effectively.
Why regional identity matters
A strong, unified identity improves brand recognition, but it takes more than just a new logo. For foodora, merging Austria’s Mjam, Hungary’s foodpanda/NetPincér, and Czechia’s Dáme Jídlo was more than a strategic move; it deepened emotional ties with customers. By acknowledging local behaviors while sharing a common European narrative, foodora aimed to become a top choice in food delivery.
The results were striking. In Hungary, brand awareness jumped by five percentage points in just four months. Austria and Czechia also saw impressive increases after the rebrand. Beyond awareness, brand preference rose too: Sweden saw an increase of three points, Hungary four, and Austria two. These numbers show how powerful a unified brand can be in building market presence and customer loyalty.
It’s clear that today’s customers want more than convenience. They seek brands that enhance their lives, bring joy, and make things easier. Successful rebranding focuses on “why” a brand matters to people, not just “what” it does.
Creating emotional connections
Food delivery has often been seen as a practical service, but foodora’s recent campaigns like “Because I Want To” highlight a change. More people are choosing delivery as a lifestyle choice, not just a backup option. This shift represents personal freedom and changing habits.
For brands, this is a chance to integrate into people’s daily lives, moving beyond simple transactions. Foodora’s campaigns celebrate ease, affordability, and joy in everyday moments. Brands that lead in this sector must understand that emotional impact is just as important as practical benefits.
Building trust through multichannel strategies
Success in rebranding isn’t just about awareness; it’s about staying relevant. Foodora’s use of various channels—TV, digital ads, and outdoor campaigns—ensured they reached customers where they are. In a crowded digital landscape, creating memorable experiences at every touchpoint gives brands an edge.
Looking to the future of lifestyle branding
Foodora’s transformation from multiple brands into a cohesive lifestyle entity reflects a key lesson: brands that emotionally resonate, adjust locally, and strategically grow will lead the way. As food delivery evolves, the successful brands will be those that blend effortlessly into daily routines while offering moments of freedom, joy, and personal connection.
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Open Mic, Localization, Brand strategy
