What is the winning line of DOORDASH who challenges FoodPanda to withdraw and reorganize?

DOORDASH Japan National Team Ryoma Yamamoto

Food delivery Doordash has been expanding its delivery area to 46 cities, including Okayama, Saitama, and Sapporo, Hokkaido, starting in Sendai City, Miyagi Prefecture in June 2021. Unlike other companies, we first deploy from rural areas to dig up demand and improve services in various cities. [Photo] DOORDASH's delivery staff (Dasher) also sells alcohol delivered at Lawson. In Japan, Germany's German FoodPanda decides to withdraw from the Japanese market, and the market environment has changed, and the market environment is changing, and it is later. We interviewed Ryoma Yamamoto, the representative of Japan, how DOORDASH wins the market. To gain learning, DOORDASH, which enters a region with different personality, offers services mainly at Sendai Station. Currently, the service is expanding to cities with relatively low population, such as Shiogama City and Ishinomaki in Miyagi Prefecture. Similarly, the Kurashiki area in Okayama Prefecture has advanced from the fact that there is no competition because it is not a small city, but the culture of delivery has not penetrated. It is said that it has been developed to determine what kind of efforts are needed in these areas. Saitama Prefecture was selected as a large city. There are many conflicts of delivery operators and the population. Saitama Prefecture is a strategic position in terms of divination in the future, as the city is expanding and the city is expanding, which is also connected to metropolitan areas like Tokyo. Sapporo City, which announced the service deployment in November, was also in the snow season and entered to confirm the status of delivery and delivery. In this way, Yamamoto recalls, saying, "I have learned a lot," after deploying in four prefectures with different personality. As a Japanese office, the number of employees has increased, and basic operations have been established, such as securing delivery staff and protecting delivery time. Rural areas, which aim to establish delivery culture in rural areas, are less competitive, but Delivery Recovery is relatively lower than in metropolitan areas. According to Yamamoto, there are several competitions in Sendai, Saitama and Sapporo, and the culture of delivery has been cultivated, and "Delivery elephant is high and a certain amount of volume has been secured" (Yamamoto). However, the Kurashiki area seems to be "as expected, but the volume is small." "The small volume is not good, but the ecosystem is spinning," says Yamamoto, because several delivery staff can cover their daily orders. If there are a certain number of orders and the delivery staff is not excessive, it is determined that even in small towns, it will be a business as long as the ecosystem goes around. In Miyagi Prefecture other than Sendai City, for example, Ishinomaki City has few daily orders, and it seems that a small number of delivery staff is covered, and Mr. Yamamoto recognizes that "small ecosystem is around." Although the number of orders is small, Yamamoto says, "Compared to cities, the region is not low per order," Yamamoto says. An analysis of Sendai City, where the area around urban stations and suburban areas is close, revealed that the suburbs are higher for orders and suburban orders centered on stations. It is often ordered at a certain volume, and it seems that it boosts the rise in unit prices. There is also the influence of the new colon virus. In the city, there are a certain number of restaurants due to the large population, but in the Kurashiki areas, etc., the urgent situation has declared the streets, and the more such lands are felt, the need for delivery is felt. It is also a tailwind that the "special feeling" is decreasing as the existence of food delivery spreads. "There was a special feeling in the past," said Yamamoto. Due to such changes in the dietary culture, eating out and middle meals have become commonplace, but "Delivery is basically the same, and it is partly" (Mr. Yamamoto). However, since this has not yet spread to the region, it seems that public relations activities are important. For example, along with local merchants, we aim to expand the merchants and expand users by appealing not only the convenience of users but also the fact that delivery is helping to the merchant. "The establishment of delivery culture in rural areas is working as a big challenge." (Mr. Yamamoto) Mr. Yamamoto recalls that "I feel the results very much." In the Kurashiki area, orders are now stable, and users have begun to establish. At the stage of exploring how to increase the number of users, the company is also taking measures to expand the base, such as conducting free delivery campaigns with major chain stores.

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