Skip the Dishes - outside media
I want to understand what Torontonians think about outside marketing campaigns for "Skip the Dishes"
Main insights: salience is high, trust is fragile; convenience messaging converts time‑pressed segments when the math matches the headline, while older/ethically minded or cooking‑valuing users resist tone and fees. To improve ROI, make value offers unambiguous (state minimums and caps in‑body, ensure checkout parity), run a toned‑down, plain‑spoken variant alongside cheeky copy, and trigger media to rain/late‑night windows where propensity spikes. Elevate Pickup as a first‑class path (hotter food, fewer add‑ons) to capture fee‑sensitive demand, refresh visual variants to avoid “category blur,” and throttle spend in thin‑coverage geos. Decision takeaway: prioritize transparent promotions tied to contextual moments, measure with QR/geo‑lift, and optimize frequency to curb fatigue.
Adrian Clarke
Adrian Clarke, 40, widowed Black male in Brampton, ON, is an upper-middle-income healthcare operations lead specializing in digital health. Tech-curious, community-minded homeowner with no children, privacy-focused and service-driven.
Sophie Moreau
Sophie Moreau, 22, Mississauga-based risk and analytics analyst at a Canadian bank, condo owner earning $100–$149k, values financial security and privacy; hobbies include fishing, hockey and gaming.
Leela D'Souza
Leela D'Souza, 50, South Asian Canadian, married mother of three in Vaughan, ON; a logistics shift lead (production/transportation) earning mid-$60k, practical, family-focused, valuing reliability and safety.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Émilie Roy
Émilie Roy is a 59-year-old married Canadian woman in suburban Hamilton, Ontario, a healthcare Quality Improvement Manager who enjoys cycling, camping, and prudent finances, prioritizing reliability, ethics, and evidence-based choices.
Ethan White
Ethan White is a 25-year-old Canadian Muslim man in Markham, Ontario, a homeowner and Health Information Management analyst earning $50–74k—privacy-minded, practical, and an avid birder who favors durable, halal choices.
Mark Harrison
Mark Harrison, 43, is a married male hotel night auditor in suburban Markham, ON, with one daughter. Budget-conscious ($25–49k), owns a mortgaged condo and relies on mobile data instead of home internet.
Matthew Clarke
Matthew Clarke is a 35-year-old married male Front-of-House supervisor in suburban North York, Toronto, earning $25–49k. He and his spouse rent, keep a mostly vegetarian home, and enjoy birding, running, and theatre.
Evelyn Cheng
Evelyn Cheng, 50, is a married, child-free maintenance planner in natural resources who lives in rural Toronto, ON, works mostly from home, and earns $150k–$199k annually.
Carlos Rivera
Carlos Rivera, 31, is an Afro-Latino night-shift logistics team lead in Vaughan, ON. Married, non‑citizen permanent resident from the Dominican Republic, Spanish-speaking at home, household income $200k+, values reliability and safety.
Susan Miller
Susan Miller, 58, she/her, is a married, childless security concierge in Vaughan, Ontario. Practical, community-minded cyclist with <$25k personal income, budget-conscious, and values safety, reliability, and durable Canadian-made goods.
Natalie Kovalenko
Natalie Kovalenko, 21, Markham, ON-based finance sales associate and BCom student; condo owner earning $75–99k, values transparency, sustainability, gaming, balcony gardening, and community-minded Catholicism.
Patricia Romano
Patricia Romano, 60, married female (she/her) in Hamilton, ON, Canada; employed in production/transport/material moving; renter; income under $25k; no children; thrift-minded, digitally capable, union-oriented.
Siti Iskandar
Siti Iskandar (she/her), 65, Brampton-based Muslim Southeast Asian Canadian, married, urban-forestry maintenance lead; pragmatic, value-focused renter nearing retirement who values safety, durability, community, gardening, camping and clear, time-saving sol…
Raymond Lee
Raymond Lee, 55, is a Chinese-Canadian sales operations coordinator in Markham, ON; a married father of one who rents a condo, earns about $125,000, and prioritizes family, faith, and practicality.
Vikram Sharma
Vikram Sharma, 42, married South Asian Canadian in Brampton, Ontario. Inside sales/office support worker earning modest income; pragmatic, budget-conscious, volunteers locally, enjoys paddling, genealogy, and reliable, value-focused choices.
Ryan Lam
Ryan Lam is a 22-year-old male warehouse associate in Markham, ON, co-parenting a 2-year-old daughter. He earns about CAD 38,000, values reliability, safety and predictable costs, and prefers practical, durable products.
André Moreau
André Moreau, 54, bilingual French/English Canadian operations and client services coordinator in Mississauga, ON. Married, no children; values stability, practicality, mid-tier value choices, community involvement, and durable, low-maintenance products.
Laura Mitchell
Laura Mitchell, 49, lives in Vaughan, Ontario. A never-married, child-free remote Asset Reliability Planner in mining, earning $100k–$149k, fiscally disciplined and pragmatic—values reliability, safety, and ethics.
Jacqueline Thompson
Jacqueline Thompson is a 59-year-old Canadian woman living rurally near Hamilton, Ontario. Employed as a healthcare Quality Improvement Manager, never married, no children, income $50k–$74k; community-minded and eco-conscious.
Adrian Clarke
Adrian Clarke, 40, widowed Black male in Brampton, ON, is an upper-middle-income healthcare operations lead specializing in digital health. Tech-curious, community-minded homeowner with no children, privacy-focused and service-driven.
Sophie Moreau
Sophie Moreau, 22, Mississauga-based risk and analytics analyst at a Canadian bank, condo owner earning $100–$149k, values financial security and privacy; hobbies include fishing, hockey and gaming.
Leela D'Souza
Leela D'Souza, 50, South Asian Canadian, married mother of three in Vaughan, ON; a logistics shift lead (production/transportation) earning mid-$60k, practical, family-focused, valuing reliability and safety.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Émilie Roy
Émilie Roy is a 59-year-old married Canadian woman in suburban Hamilton, Ontario, a healthcare Quality Improvement Manager who enjoys cycling, camping, and prudent finances, prioritizing reliability, ethics, and evidence-based choices.
Ethan White
Ethan White is a 25-year-old Canadian Muslim man in Markham, Ontario, a homeowner and Health Information Management analyst earning $50–74k—privacy-minded, practical, and an avid birder who favors durable, halal choices.
Mark Harrison
Mark Harrison, 43, is a married male hotel night auditor in suburban Markham, ON, with one daughter. Budget-conscious ($25–49k), owns a mortgaged condo and relies on mobile data instead of home internet.
Matthew Clarke
Matthew Clarke is a 35-year-old married male Front-of-House supervisor in suburban North York, Toronto, earning $25–49k. He and his spouse rent, keep a mostly vegetarian home, and enjoy birding, running, and theatre.
Evelyn Cheng
Evelyn Cheng, 50, is a married, child-free maintenance planner in natural resources who lives in rural Toronto, ON, works mostly from home, and earns $150k–$199k annually.
Carlos Rivera
Carlos Rivera, 31, is an Afro-Latino night-shift logistics team lead in Vaughan, ON. Married, non‑citizen permanent resident from the Dominican Republic, Spanish-speaking at home, household income $200k+, values reliability and safety.
Susan Miller
Susan Miller, 58, she/her, is a married, childless security concierge in Vaughan, Ontario. Practical, community-minded cyclist with <$25k personal income, budget-conscious, and values safety, reliability, and durable Canadian-made goods.
Natalie Kovalenko
Natalie Kovalenko, 21, Markham, ON-based finance sales associate and BCom student; condo owner earning $75–99k, values transparency, sustainability, gaming, balcony gardening, and community-minded Catholicism.
Patricia Romano
Patricia Romano, 60, married female (she/her) in Hamilton, ON, Canada; employed in production/transport/material moving; renter; income under $25k; no children; thrift-minded, digitally capable, union-oriented.
Siti Iskandar
Siti Iskandar (she/her), 65, Brampton-based Muslim Southeast Asian Canadian, married, urban-forestry maintenance lead; pragmatic, value-focused renter nearing retirement who values safety, durability, community, gardening, camping and clear, time-saving sol…
Raymond Lee
Raymond Lee, 55, is a Chinese-Canadian sales operations coordinator in Markham, ON; a married father of one who rents a condo, earns about $125,000, and prioritizes family, faith, and practicality.
Vikram Sharma
Vikram Sharma, 42, married South Asian Canadian in Brampton, Ontario. Inside sales/office support worker earning modest income; pragmatic, budget-conscious, volunteers locally, enjoys paddling, genealogy, and reliable, value-focused choices.
Ryan Lam
Ryan Lam is a 22-year-old male warehouse associate in Markham, ON, co-parenting a 2-year-old daughter. He earns about CAD 38,000, values reliability, safety and predictable costs, and prefers practical, durable products.
André Moreau
André Moreau, 54, bilingual French/English Canadian operations and client services coordinator in Mississauga, ON. Married, no children; values stability, practicality, mid-tier value choices, community involvement, and durable, low-maintenance products.
Laura Mitchell
Laura Mitchell, 49, lives in Vaughan, Ontario. A never-married, child-free remote Asset Reliability Planner in mining, earning $100k–$149k, fiscally disciplined and pragmatic—values reliability, safety, and ethics.
Jacqueline Thompson
Jacqueline Thompson is a 59-year-old Canadian woman living rurally near Hamilton, Ontario. Employed as a healthcare Quality Improvement Manager, never married, no children, income $50k–$74k; community-minded and eco-conscious.
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
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| Income bucket | Participants | US households |
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Summary
Themes
| Theme | Count | Example Participant | Example Quote |
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Outliers
| Agent | Snippet | Reason |
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Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Suburban, time-pressed households (30–55; Vaughan / Markham / Brampton) |
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High ad recall; likely to convert when promos lower cost friction. Default to pickup to avoid fees when schedules allow. Ads serve as useful reminder during busy periods (bad weather, school nights). | Evan Carter, Leela D'Souza, Raymond Lee, Laura Mitchell, Carlos Rivera |
| Younger urban users / students (21–28; Markham / Mississauga / Toronto) |
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Digital and social placements (pre-roll, Stories) are effective: creative plus promo motivates trial despite general fee skepticism. Tone that is witty or catchy increases perceived effectiveness in this group. | Natalie Kovalenko, Ryan Lam, Sophie Moreau, Ethan White |
| Older, fee-sensitive / ethically minded consumers (55+; Hamilton / rural outskirts) |
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Although they notice the ads, they are less likely to convert: skepticism over ‘free’ claims and ethical concerns about gig workers push them toward direct pickup or not using the platform. | Émilie Roy, Jacqueline Thompson, Siti Iskandar, Susan Miller |
| Late-shift / fatigue-triggered users (night workers: healthcare, hospitality, logistics) |
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Ads reach this cohort and convert occasionally when convenience is paramount or when promotions reduce cost friction. They are a reliable funnel during off-peak hours. | Mark Harrison, Patricia Romano, Adrian Clarke, Vikram Sharma |
| Rural / outlying suburbs with limited merchant selection |
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OOH and digital builds awareness but do not overcome lack of nearby merchants; these respondents remain non-users unless coverage/selection improves or pickup is incentivized. | Jacqueline Thompson |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| High omnichannel recall | Most respondents recall Skip primarily from OOH and digital buys; the orange creative lends distinctiveness and makes the brand memorable across channels. | Sophie Moreau, Evan Carter, Adrian Clarke, Ethan White, Natalie Kovalenko, Raymond Lee |
| Promotions drive trial | Discounts and free‑delivery claims are the primary behavioral lever; without clear promotional value many assume fees outweigh convenience. | Carlos Rivera, Vikram Sharma, Patricia Romano, Natalie Kovalenko |
| Fee skepticism and small-print scrutiny | Headlines like 'free delivery' provoke immediate scrutiny; perceived hidden fees or asterisks reduce trust and blunt ad effectiveness. | Leela D'Souza, Adrian Clarke, Carlos Rivera, Ethan White |
| Convenience is situational, not universal habit | Ordering is triggered by circumstances (late shifts, bad weather, busy family moments) rather than habitual reliance, except when offers make it routine. | Evan Carter, Ryan Lam, Patricia Romano, Ethan White |
| Tone polarizes | Witty/cheeky creative performs well with younger/digital-first audiences but alienates older or quality-focused respondents who interpret it as 'shouty' or smug. | Sophie Moreau, Leela D'Souza, Émilie Roy, Jacqueline Thompson |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Younger urban users vs Older fee‑sensitive users | Younger users find humour and promos persuasive and convert on convenience; older users distrust promo claims, emphasize ethics and quality, and prefer pickup or in-person transactions. | Natalie Kovalenko, Sophie Moreau, Émilie Roy, Jacqueline Thompson |
| Suburban time‑pressed households vs Rural/outlying users | Suburban families will use Skip when promos reduce fees and schedules are tight; rural/outlying respondents are constrained by merchant coverage and will not convert even when ads are noticed. | Evan Carter, Laura Mitchell, Jacqueline Thompson |
| Promo‑sensitive high earners vs expected spenders | Some higher‑income respondents (e.g., Carlos Rivera) remain promo‑driven, underscoring perceived value as a stronger determinant of behavior than income alone. | Carlos Rivera |
| Digital ad‑averse respondents vs heavy digital consumers | Ad‑blockers and digitally ad‑averse respondents still notice OOH/TV and convert through those channels, while heavy digital consumers respond best to pre‑roll and Stories. | Evelyn Cheng, Natalie Kovalenko, Ryan Lam |
| Ethically minded respondents vs convenience‑first users | Ethical concerns about the gig economy can override convenience and promotions, pushing these respondents toward pickup; this contrasts with convenience‑first users who prioritize time savings. | Émilie Roy, Patricia Romano, Mark Harrison |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Fix "Free Delivery" claims with transparent copy | Credibility is the top friction; visible asterisks and surprise fees erode trust and kill conversion. | Brand Marketing + Legal/Compliance | Low | High |
| 2 | Launch QR-to all-in price landing from OOH | Converts attention to action and resolves price anxiety by showing an estimated out-the-door total before sign-up. | Performance Marketing + Web/App Growth | Med | High |
| 3 | Tone-down creative variant and cap frequency | Reduces "shouty/pushy" backlash and fatigue while maintaining salience. | Brand Creative + Media Agency | Low | Med |
| 4 | Weather/late-night copy on digital OOH | Aligns with real usage triggers (rain/snow, post-shift fatigue) to lift response when propensity is highest. | OOH Media + Performance Marketing | Low | Med |
| 5 | Promote Pickup path in OOH/digital | Captures fee- and heat-sensitive users who would otherwise bypass delivery; addresses ethical/quality concerns. | CRM/Lifecycle + Brand Marketing | Low | Med |
| 6 | Reallocate spend from low-selection geos | Rural/outlying areas with thin merchant coverage won’t convert; shift to inner suburbs and high-traffic corridors. | Media Planning | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Transparent Value Messaging Program | Replace ambiguous offers with plain, verifiable value (e.g., "Delivery fee covered up to $X on first order"; show min/order thresholds in-body). Ensure promo engine and checkout totals mirror the headline. Include "See total before you order" micro-copy. | Product Pricing & Promotions + Brand Marketing | Design/legal in 2 weeks; creative swap in 4–6 weeks; scale by week 8 | Legal/Compliance review, Promo engine configuration, Creative production |
| 2 | Segmented Tone A/B: Plain-Spoken vs Cheeky | Develop two creative tracks: 1) direct, respectful value copy for older/fee-sensitive audiences; 2) light, witty lines for younger/digital-heavy segments. Test across TTC/GO corridors and digital with matched-market measurement. | Brand Marketing + Consumer Insights | Build in 3 weeks; live test weeks 4–8; decide week 9 | Audience geo-mapping, Media placements, Survey/brand tracker modules |
| 3 | Contextual Triggered Campaigns | Use weather APIs and dayparting to activate OOH/digital when propensity spikes (rain/snow; 8–11pm). Pair with limited-time promos that auto-apply in-cart from QR/URL. | Performance Marketing + OOH Media | Pilot in 6–8 weeks; expand in quarter 2 | Weather data feed, DOOH programmatic access, Attribution/geo-lift setup |
| 4 | Pickup Growth Track | Position Pickup as a first-class path for hotter food and fewer add-ons. OOH modules and CRM journeys highlight nearby pickup-ready favourites; test small loyalty boosts on first pickup order. | CRM/Lifecycle + Restaurant Partnerships | Creative + partner alignment in 4 weeks; pilot weeks 5–10 | Partner menus/availability, App UX surfaces for Pickup, Offer funding rules |
| 5 | All-in Price Pilot (Out-the-Door Pricing) | Surface an estimated all-in price early (pre-checkout) on the QR landing and app PDP; measure trust, conversion, and abandonment change vs control. | Product/Growth | Scope 4 weeks; build 6–10 weeks; pilot in quarter 2 | Engineering, Pricing/fees services, Legal/Compliance, Analytics |
| 6 | Media Hygiene & Distinctiveness | Introduce frequency caps, rotation rules, and competitor separation. Refresh visual system variants beyond the standard orange slab while retaining brand cues to reduce category blurring. | Media Planning + Brand Design | 2–4 weeks to implement; ongoing optimization | Ad server/DSP settings, Creative toolkit updates, Reporting cadence |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Offer Trust/Clarity Score | % agreeing "the offer is clear and honest" in brand lift/trackers within exposed geos | +15 pts vs baseline within 8 weeks | Monthly |
| 2 | Promo-to-Checkout Integrity | % sessions where promo headline matches realized checkout math (no unexpected fees) | >=95% | Weekly |
| 3 | OOH QR Funnel Conversion | Scan-to-install and install-to-first-order conversion from OOH QR landings | 8% scan→install; 25% install→order in 7 days | Weekly |
| 4 | Context Lift on Triggered Days | Incremental orders vs matched baseline on rain/snow and late-night windows in test geos | +12% orders on trigger windows | Per event and weekly rollup |
| 5 | Blended CAC by Channel | Customer acquisition cost for OOH+digital cohorts vs prior period | -15% within 8 weeks | Weekly |
| 6 | Value-for-Money CSAT (post-1st order) | CSAT item: "Value for money met expectations" among first-time buyers | +8 pts vs baseline | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Pricing/offer language non-compliance or perceived deception | Pre-clear with Legal; use explicit caps ("up to $X") and in-body minimums; QA promo engine parity | Legal/Compliance |
| 2 | Margin erosion from heavier promos | Constrain to off-peak/weather windows; apply funding caps; optimize to LTV cohorts | Finance + Promotions |
| 3 | Ethical backlash around gig economy | Avoid tone that trivializes cooking/labour; offer Pickup alternative; keep messaging neutral/respectful | Brand Marketing |
| 4 | Attribution noise for OOH impact | Use geo-lift/matched market tests and QR shortlinks; triangulate with brand lift studies | Analytics |
| 5 | Ad fatigue and negative sentiment from high frequency | Introduce frequency caps, rotate variants, refresh copy monthly | Media Planning |
| 6 | Low conversion in thin-coverage areas | Throttle spend; prioritize corridors with strong merchant density; revisit when supply improves | Media Planning + Partnerships |
Timeline
Weeks 3–8: Launch segmented tone A/B, start weather/late-night DOOH, run pickup creative pilot; monitor KPIs weekly.
Weeks 9–12: Scale winning variants, reallocate media to high-performing corridors; finalize all-in pricing pilot scope.
Quarter 2: Ship out-the-door pricing pilot; expand contextual triggers citywide; iterate creative toolkit.
Objective and context
6Seeds conducted a qualitative pulse (n=20) to understand how Torontonians perceive SkipTheDishes’ outside marketing and how those perceptions relate to actual ordering. We integrated unaided media recall, image-based ad reactions, single-word effectiveness ratings, and recent usage to map what the orange OOH delivers, where it falls short, and which segments are primed to convert.
What people see and feel about the ads
Awareness is near-universal. Respondents repeatedly cited transit/outdoor saturation (bus shelters, wraps, billboards) and skippable-but-ubiquitous digital pre-roll and sponsored social. The brand’s bright orange system is “hard to miss” and “everywhere” (e.g., Square One, CBC Gem/YouTube); most described it as immediately noticeable, bold, and loud.
After the first glance, sentiment splits. Many appreciated the convenience promise for busy lives, but a sizeable group flagged the tone as shouty/pushy or even patronising. The “Free delivery” headline drives attention yet triggers skepticism when minimums and service fees surface at checkout; several labeled it “misleading.” Humour lands for some younger viewers but reads as clichéd or smug to others. A minority linked negative reactions to gig‑economy ethics and a preference to support restaurants directly.
How this connects to behaviour
Recent use is occasional (typically 1–2 orders in 30 days) and situational: late weeknights, after shifts or workouts, bad weather, or when childcare makes cooking impractical. Orders skew to familiar comfort cuisines (shawarma, pho, sushi, Thai). Crucially, promotions unlock trial only when the checkout math matches the headline; otherwise, fee/markup pain pushes people to pickup for hotter food and perceived fairness to restaurants. Digital ads deliver reach but are often skipped; OOH wins attention, yet conversion is blunted by distrust of small print and tone fatigue.
Persona correlations
- Suburban, time‑pressed households (30–55; Vaughan/Markham/Brampton): High OOH recall; convert when promos reduce fees during busy school nights or bad weather; otherwise default to pickup. Evidence: weeknight dinner triggers and fee sensitivity.
- Younger urban users/students (21–28): Heavy digital/social exposure; respond to witty lines and clear first‑order deals; will try on promo + convenience. Evidence: pre‑roll/Stories mentions; humour sometimes “lands.”
- Older, fee‑sensitive/ethically minded (55+; Hamilton/rural edges): Notice ads but distrust “free” claims; prefer pickup/direct support; tone reads smug. Evidence: explicit ethics and cooking-as-ritual comments.
- Late‑shift/fatigue users (healthcare/hospitality/logistics): Situational orders when exhausted; promos tip them over the line. Evidence: post‑shift, rain‑night use cases.
- Rural/outlying suburbs: Awareness does not equal use due to thin merchant coverage; pickup or drive remains default. Evidence: selection constraints cited.
Implications and what to change
- Make value transparent: Replace ambiguous “free delivery” with precise, verifiable offers (e.g., “Delivery fee covered up to $X; $Y minimum”). Align promo engine and checkout to the headline.
- Convert OOH attention to action: Add QR that lands on an estimated all‑in price before sign‑up to defuse fee anxiety.
- Segment tone: Run A/B tracks—plain‑spoken, respectful value for older/fee‑sensitive audiences; light, cheeky lines for younger/digital segments—to reduce “shouty” backlash while keeping salience.
- Trigger to real moments: Use weather/daypart (rain/snow; 8–11pm) on DOOH/digital with limited‑time promos that auto‑apply from the QR link, mirroring when people actually order.
- Capture pickup-preferrers: Make Pickup a first‑class path in OOH/digital (“hotter, fewer add‑ons”), addressing both heat and ethics concerns.
- Manage frequency: Rotate variants and cap to reduce fatigue and irritation.
Risks and guardrails
- Deception risk: Pre‑clear copy with Legal; show caps/minimums in-body; QA promo–checkout parity.
- Margin pressure: Constrain richer promos to off‑peak/weather windows; fund to LTV cohorts.
- Ethical backlash: Avoid trivialising cooking/labour; offer clear Pickup alternative.
- Attribution noise: Use geo‑lift with QR shortlinks; pair with brand‑lift modules.
Next steps and measurement
- Weeks 0–2: Swap to transparent offer copy; implement frequency caps; launch QR landing with all‑in estimate.
- Weeks 3–8: Run tone A/B across TTC/GO and digital; start weather/late‑night DOOH; pilot Pickup creative.
- Weeks 9–12: Scale winners; shift media to best corridors; finalise out‑the‑door pricing pilot scope.
- Quarter 2: Ship all‑in pricing pilot; expand contextual triggers citywide; iterate creative toolkit monthly.
- Offer Trust/Clarity: +15 pts “offer is clear and honest” in exposed geos (monthly).
- Promo–Checkout Integrity: ≥95% sessions with matched math (weekly).
- OOH QR Funnel: 8% scan→install; 25% install→order in 7 days (weekly).
- Context Lift: +12% orders on rain/snow and late‑night windows (per event/weekly).
- Blended CAC: −15% vs prior period for OOH+digital cohorts (weekly).
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Please rate the last SkipTheDishes outdoor ad you noticed on these dimensions: clarity of total cost presented; believability of the main offer claim; visibility of any conditions/requirements; tone appropriateness for public spaces; likelihood the checkout total will match expectations.matrix Quantifies clarity and trust gaps to decide if OOH copy needs explicit fees/minimums and tone adjustments.
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After seeing a SkipTheDishes outdoor ad recently, which actions did you take, if any? (e.g., opened the app, visited website, scanned a QR, used a promo, chose a competitor, did nothing)multi select Measures real-world follow-through to prioritize CTAs and retargeting based on actual behaviors.
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Rank the following by how trustworthy their outdoor promotions appear to you: SkipTheDishes, Uber Eats, DoorDash.rank Benchmarks promotional trust versus competitors to guide positioning and claim aggressiveness.
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In which outdoor locations would a SkipTheDishes ad be most likely to prompt you to open the app? Select all that apply. (e.g., transit shelters, inside TTC vehicles, subway platforms, near workplaces, near grocery stores, near campuses, residential areas, highway billboards, sports/entertainment venues)multi select Identifies high-conversion contexts to focus OOH spend and placement mix.
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For outdoor advertising, which of the following messages would most versus least influence you to consider ordering from SkipTheDishes? Options: all-in price shown upfront (fees included); $0 delivery with clearly stated minimum; faster delivery times in your area; reliable live ETA; top local restaurants; late-night delivery; earn rewards/points; standards for courier fairness; pickup with no service fees; first-order discount.maxdiff Prioritizes the message themes most likely to drive consideration on OOH.
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Which call-to-action on a SkipTheDishes outdoor ad would you be most likely to use? (e.g., scan a QR to an all-in-price page, promo code shown to enter later, QR to nearby restaurants list, SMS short code to get link, save offer to wallet, none of these)single select Selects the most usable CTA in outdoor settings to improve conversion.
Main insights: salience is high, trust is fragile; convenience messaging converts time‑pressed segments when the math matches the headline, while older/ethically minded or cooking‑valuing users resist tone and fees. To improve ROI, make value offers unambiguous (state minimums and caps in‑body, ensure checkout parity), run a toned‑down, plain‑spoken variant alongside cheeky copy, and trigger media to rain/late‑night windows where propensity spikes. Elevate Pickup as a first‑class path (hotter food, fewer add‑ons) to capture fee‑sensitive demand, refresh visual variants to avoid “category blur,” and throttle spend in thin‑coverage geos. Decision takeaway: prioritize transparent promotions tied to contextual moments, measure with QR/geo‑lift, and optimize frequency to curb fatigue.
| Name | Response | Info |
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