Leading Brands in Food & Dining Services: Q4 2024 Analysis

Introduction

In the dynamic world of Food & Dining Services, Q4 2024 has seen notable performances from leading brands such as SkipTheDishes, McDonald's, and UberEATS. Leveraging comprehensive data from Sensor Tower, we explore trends across websites and apps, offering insights into user engagement and advertising strategies.

SkipTheDishes

SkipTheDishes, through its platforms lieferando.de and takeaway.com, alongside the Just Eat Takeaway.com app, has maintained a strong market presence.

• Audience Trends:

  • lieferando.de saw a noticeable spike in December, with visits surpassing 56M, compared to a stable 44M-47M range earlier in the quarter.

  • takeaway.com maintained a consistent audience with slight fluctuations, ending the quarter with around 258K visits.

  • The monthly deduplicated audience remained stable, hovering above 11M, indicating robust cross-platform engagement.

• App Engagement:

  • The Just Eat Takeaway.com app had monthly active users consistently around 2M, showing resilient mobile engagement.

• Ad Spend & Channels:

  • There was a significant increase in monthly advertising spend in December, reaching over $1M, mainly on Instagram, which garnered impressive impressions.

McDonald's

McDonald's digital footprint extends through its website mcdonalds.com and the McDonald's app, continuing to capture a vast audience.

• Audience Trends:

  • The website's visits were stable, ranging between 2.4M and 3.1M with a peak in December, suggesting seasonal interest.

  • The monthly deduplicated audience consistently exceeded 11M, highlighting strong cross-channel reach.

• App Engagement:

  • The McDonald's app saw a steady rise in monthly active users, culminating in over 3M by December, indicating growing mobile preference.

• Ad Spend & Channels:

  • McDonald's maintained high monthly ad spend across multiple platforms, with notable investment in Facebook and Instagram, contributing to extensive impressions.

UberEATS for Customers

UberEATS showcases its offerings via ubereats.com and the Uber Eats: Food Delivery app, achieving significant engagement.

• Audience Trends:

  • A remarkable increase was observed in web visits, peaking in November at over 7M.

  • The monthly deduplicated audience grew steadily, reaching over 2.2M by December, reflecting enhanced user acquisition.

• App Engagement:

  • The app's monthly active users increased consistently, nearing 190K by the end of the quarter.

• Ad Spend & Channels:

  • UberEATS invested heavily in advertising, particularly on YouTube and Instagram, with December monthly spend reaching over $1.2M and generating substantial impressions.

Conclusion

Q4 2024 has been a dynamic period for leading brands in the Food & Dining Services sector. With Sensor Tower's unparalleled data insights, these brands have demonstrated strong digital strategies across web and app platforms. The ability to analyze cross-platform behavior provides a comprehensive view of the market, essential for strategic decision-making in the competitive landscape.

Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings continue to empower brands with the data needed to succeed, offering unique advantages for decision-makers.