The Food & Drinks category didn’t just survive the pandemic – it thrived. Lockdowns turned food delivery into a habit, pushing industry revenue beyond pre-2020 levels. But after the boom came new hurdles: inflation, layoffs, and cautious investors.
A Market That’s Still Hungry
By 2024, global revenue from food delivery had crossed $1 trillion, with over 3 billion users and nearly 2 billion app downloads. The fastest growth came from India and Southeast Asia, driven by affordable smartphones and rapid digital adoption. Meanwhile, the U.S. and South Korea saw modest growth, while China experienced a slight decline due to regulatory pressure and competition from super apps.
Who’s Winning?
Success in this space is local.
- McDonald’s leads in Europe and Japan.
- DoorDash dominates the U.S.
- iFood is king in Brazil.
- Coupang Eats and Starbucks Japan shine in Asia.
Each region favors familiar names. Global success depends on strong localization and brand adaptation.
ASO Strategy: Focus on First Impressions
Visuals
Top apps rely on simple, logo-only icons, often in red, which trigger appetite and urgency (McDonald’s, DoorDash, KFC). In contrast, green signals health and freshness (Grab, Too Good To Go). Asian markets exhibit greater diversity: icon text, local fonts, and layered graphics are now standard.
Text
Big brands skip keyword-heavy titles. Their names carry weight. For smaller players, the subtitle is crucial – explain what your app does, what kind of food you offer, or what service sets you apart. Choose a trusted source of semantics, such as ASOMobile.
User Behavior: Fast and Focused
Hungry users act fast. That’s why your icon, name, and first screenshots matter most – they drive the click. Once users reach your page, strong branding and a clear value proposition seal the deal.
Food app users are motivated and decisive. They often search by brand, install instantly, and expect a smooth, hassle-free onboarding experience. Textual and visual ASO must reflect this – they should be catchy, straightforward, and conversion-driven.
Monetization Trends
Food apps are increasingly blending convenience with recurring revenue:
- Delivery subscriptions (Uber Eats Pass, DashPass) increase loyalty
- Priority fees monetize faster service.
- Ad placements (restaurant promotion, FMCG banners) diversify income.
- Brand partnerships (promo menus, geo-based discounts) boost engagement.
- Native shopping in recipe and calorie apps simplifies the checkout process.
ASO must communicate these perks. Show them in screenshots. Mention them in descriptions. Let users know they’re getting value.
Final Takeaways
The food and drinks app space is competitive, local, and emotionally driven. Success depends on strong branding, instant clarity, and regional adaptation. ASO isn’t just about visibility here – it’s about matching the user’s need in the exact moment they feel it.
Hungry users don’t wait. Neither should your strategy.