Brands are adapting for a socially distant Valentine’s Day at home with delivery promotions and partnerships
- This year, grocery brands are placing particular emphasis on delivery options for Valentine’s Day specials.
- The delivery of groceries, takeaways and even flowers has increased tremendously.
- Brands like Krispy Kreme encourage customers to send goodies to loved ones.
- You can find more stories in Insider’s business section.
Valentine’s Day is stereotypically reminiscent of the idea of a dinner reservation or a special appointment, but thanks to COVID-19, most plans are different this year. Brands are celebrating a Valentine’s Day celebration at home in an effort to deliver cheesy deals.
The Baskin-Robbins ice cream chain is promoting two Valentine’s Day specials: an ice cream cake in the form of a box of chocolates and the February taste of the month Love Potion # 31. Although both can be ordered and picked up in person, Baskin-Robbins emphasizes the pick-up and delivery options Roadside via Uber Eats and DoorDash, which is a bit unusual for an ice cream brand.
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Krispy Kreme is working on the same general idea with “dough notes” that customers can order for delivery to a loved one. Heart-shaped donuts come in four flavors with pink and red decorations. While they are available in stores, the donut chain marketing makes sure to send them as gifts as they are the “perfect way to share all of your love”. Krispy Kreme partnered with DoorDash to not optimize any contact deliveries directly from their own website.
Krispy Kreme allows customers to contact drivers and add a tip without ever leaving the donut chain website. Some users were even able to complete the order without realizing they were using a third-party service.
Dunkin ‘also uses Valentine’s Day to sell donuts, coffee and other breakfast foods. As usual, February means pink velvet macchiatos and Cupid’s Choice donuts, but delivery this year is key too. Dunkin ‘has partnered with GrubHub, DoorDash and Uber Eats and offers a wide network of potential delivery zones.
The pandemic has hit restaurants and small businesses hard, but the delivery has acted like a lifeline of sorts keeping some afloat. This partly explains why delivery staples like Pizza and Wings were big winners last year as they were already set up for delivery. Casual sit-down restaurants, including Chili’s and Applebees, have even launched Ghost Kitchen Wing restaurants with delivery apps to offset the decline in in-person customers.
Flower delivery services also developed early after COVID-19 spread across the United States. 1-800-Flowers saw an impressive 60% increase in 2020, and industry experts said it needed social connection and solemnity, Insider’s Madeline Stone reported.
The acceleration in food delivery through 2020 showed that people were able to incorporate COVID-19 habits into their normal lives. Experts believe the pandemic is driving online ordering a few years as it becomes an increasingly convenient and safe option. “It’s going to accelerate a trend that has already been going on. We have seen each category being impacted online and digitally at a different time and the grocery store has not yet reached its maturity,” said Jack O’Leary, senior analyst at Edge by Ascential Insider in March.
Now some retailers are pushing for delivery deals and online ordering to stay relevant during the consumer vacation.
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