Portuguese supermarket, Continente, offers a special service allowing festival-goers to order groceries for delivery directly to them at MEO Sudoeste festival.
Investment in food delivery startups has risen sharply in recent years. While just USD 25 million was invested in food ordering companies in 2012, the same figure in 2015 was nearly USD 1.2 billion. We have seen all sorts of innovation in this area from a grocery delivery service which unpacks for customers who are out to an innovative ‘farm to fridge’ delivery solution which uses the US Postal Service to deliver food directly from farm to customer. For 9 days during July and August this year, Portuguese supermarket, Continente, allowed music festival-goers to order their food online to be delivered directly to them at the Meo Sudoeste Music Festival at Zambujeira do Mar.
Customers could order their food and drinks in advance online or via the dedicated Continente app. Pedro Santos, e-commerce director at Continente, explained the company’s thinking was to “increase its popularity amongst younger customers, providing a parcel delivery service on the grounds of a festival with a single click.”
Continente isn’t the first brand to target festival-goers. We have seen a one-hour festival fashion delivery service in the UK and laundromat services in the Netherlands and Slovenia. What other brands could offer services at festivals to reach new target audiences?