For virtual kitchen brands without a physical location or storefront – the issue of raising awareness amongst potential customers is a constant concern.
Whilst email campaigns, social media, online food delivery platforms and PPC advertising are all possible avenues, have you considered the potential of the UK’s growing food influencer market?
Many virtual brands work with food influencers to build credibility, trust and publicity. It’s an area that needs careful planning and thought however, as working with the right (or wrong) influencers can make or break marketing endeavours.
If you’re thinking of working with one of the UK’s many food influencers, it’s all about partnering with individuals who understand and support your brand values, and speak to your ideal consumers…
Online food influencers, working across Instagram, Facebook, TikTok, Twitter, YouTube and their own websites (to name just a few platforms!) share their knowledge and passion for great food. No matter your niche, there’s likely to be a food influencer that’s enthusiastic about your offering.
These individuals have worked hard to grow large digital audiences and help virtual food brands promote their businesses. It’s a smart way to tap into younger, lucrative demographics – becoming an increasingly important part of the online food delivery market.
Gen Z consumers are expected to have income reaching $33 trillion by 2030. Traditional marketing channels alone simply don’t cut it for this generation. Instead it’s all about building personal connections and communities.
As well as increased spending, younger consumers also tend to order at different times, allowing ghost kitchen brands to capitalise on off-peak periods such as breakfast and late-night.
Done right, influencer marketing can be a relatively low-cost tactic that generates substantial order volumes as well as customer data
So, who are some of the UK’s top food influencers?
@deliciouslyella
Social Reach: 3,300,000
From humble beginnings, Ella Mills has grown her online following to build a food and beverage empire dedicated to sharing “delicious ways to feel better”. With a focus on 100% plant-based and 100% natural ingredients, her massive success proves the importance of the UK’s growing plant-based market.
@avantgardevegan
Social Reach: 2,000,000
Known as the “Avant-Garde Vegan”, Gaz Oakley began his career as a classically trained chef – before moving into the world of YouTube and cookery writing. Today, he shares cruelty-free, easy-to-make vegan dishes with his audience of 2 million followers and growing…
@pengestmunch
Social Reach: 1,200,000
Otherwise known as “The Pengest Munch”, the viral YouTube chicken shop reviewer Elijah Quashie describes himself as a “culinary journalist for the mandem”. Whilst he began solely focusing on chicken, the YouTuber has recently branched out into other areas of “connoisseurism” such as fish bars, burger shops and cafes.
@thepetitecook
Social Reach: 700,000
As a self-described “mummy, blogger and author” Andrea Soranidis builds on her Italian heritage to create healthy, easy recipes for busy people. With a background as a marketing manager for a recipe app, her channel is all about fresh ingredients and fast food. What’s not to love?
If you’re thinking about your restaurant’s digital marketing strategy, get in touch with our expert team at Peckwater Brands. We help get your brand on the food delivery market, with advice on everything from branding to platform listings, staff training and technology. You run the kitchen, we do the rest.