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The latest wave for brands is the need for immediacy

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It happens in waves. A need is seen, then a need is met. In and around the 1990s, it was the prevalence of dismal service design. So along came First Direct, Pret, Orange and easyJet. New paradigms were introduced and sluggish categories were disrupted.

In and around the noughties, it was the rise of hyper-connectivity. So along came Facebook, YouTube, Twitter, WhatsApp, Snapchat and Instagram. A new world of media was created, where each one of us could be a publisher and broadcaster. Media went social.

We are at the crest of another wave now. This time serving the need of immediacy. The wave had begun well before the pandemic, but its force and scale has been intensified by the expectations of a public that, through numerous lockdowns, has learnt to live more remotely. And more instantly. We want it here. And we want it now.

Takeaway delivery services are one of the primary beneficiaries of this "here and now" accelerant. And not just Domino's or the aggregators, such as Deliveroo, Just Eat, UberEats et al.

There is also a new wave of ultra-fast grocery delivery brands advancing across London and other major cities. Brands such as Getir, Jiffy, Weezy,........

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