For more than 30 years, LA grocery delivery company 'Pink Dot' has been giving local Angelenos the products they need (and famously serving as the only delivery company to include alcohol and cigarettes on its menu). While the service itself is much the same as it has been for years, the company has recently undergone a branding shift to better align itself with the tastes of Millennial consumers.
Considering the market penetration of other delivery companies like Amazon and Uber Eats, Pink Dot might very well have been swept away by the tide. However, the company has been able to reference its iconic and slightly seedy roots in the LA area to focus in on the tastes of the city's affluent Millennial and Gen Z consumers, positioning itself as a more authentic alternative to the big guys.
Kitschy Delivery Brands
Iconic LA Delivery Brand 'Pink Dot' Has Rebranded for the Social Media Era
Trend Themes
1. Authentic-branding - There is an opportunity for businesses to undergo a rebranding shift that aligns with the tastes of Millennial consumers, positioning themselves as more authentic alternatives to established brands.
2. Niche-delivery - Delivery companies can tap into niche markets by offering specialized services or unique product selections that cater to specific consumer preferences.
3. Local-partnerships - Establishing partnerships with local businesses can help delivery brands tap into specific regional markets and provide customers with a more personalized and community-centric experience.
Industry Implications
1. Grocery-delivery - The grocery delivery industry can explore rebranding strategies, focusing on authenticity and niche offerings to appeal to Millennial and Gen Z consumers.
2. Alcohol-delivery - Alcohol delivery services can cater to the demand from Millennial and Gen Z consumers by positioning themselves as more authentic alternatives to mainstream alcohol delivery platforms.
3. Local-marketplace - Local delivery marketplaces can establish partnerships with local businesses to create unique, community-centric experiences that resonate with Millennial and Gen Z consumers.