Foodpanda
Adapting to the Elements: Foodpanda’s Weather-Based UA Strategy
Foodpanda, a leading online food delivery brand headquartered in Berlin, Germany, needed a smarter way to acquire new users and drive first-time orders. With a highly competitive market and strict conversion rate goals, Foodpanda partnered with Bidease to develop an AI-powered, weather-driven user acquisition strategy—resulting in significantly higher conversion rates and a more efficient ad spend.
The Challenge: Driving First-Time Orders in a Competitive Market
Foodpanda needed a programmatic strategy optimized for high conversion rates to expand its customer base in Europe.
Foodpanda’s primary objective was to acquire new users and increase the number of first-time food orders through its mobile app in key European markets. To ensure profitability, Foodpanda set strict conversion rate (CR) benchmarks:
• Android CR of at least 3%
• iOS CR of at least 8.5%
To hit these KPIs, Foodpanda needed a smarter approach to user acquisition—one that could maximize conversion rates while optimizing ad spend.
The Solution: Weather-Based Machine Learning Optimization
After running initial test campaigns, Bidease’s team noticed a pattern: conversion rates for first-time food orders were significantly higher on certain days. Upon further analysis, the key factor driving these spikes was bad weather—especially rain.
To capitalize on this insight, Bidease integrated with Yahoo Weather and adjusted its proprietary machine learning algorithms to use weather data as a bidding signal. This allowed Bidease to dynamically optimize bids based on real-time weather conditions, ensuring Foodpanda’s ads were served at the most conversion-friendly moments.
Additionally, Bidease tested multiple creative formats—banners, interstitials, and video ads—to determine the best-performing ad placements for acquiring high-intent users.
The Results
Foodpanda’s partnership with Bidease delivered strong user acquisition results:
• 66,140 total app installs across Android and iOS
• 3.68% Android conversion rate (exceeding the 3% KPI)
• 16.93% iOS conversion rate (nearly double the 8.5% KPI)
• 2,980 first-time orders placed
By leveraging weather-driven machine learning and strategic bid adjustments, Bidease helped Foodpanda increase first-time orders while maximizing ad efficiency.
Customer retention is the key
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What are the most relevant factors to consider?
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Don’t overspend on growth marketing without good retention rates
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What’s the ideal customer retention rate?
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Next steps to increase your customer retention
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Running programmatic with our partner is great. The targeting granularity available has greatly benefited our campaigns. The partner platform’s transparency allows us greater insights in our analysis and has led to valuable learnings. The partner team are hugely responsive and adaptive to our business needs, with a strong understanding of programmatic app marketing.
Tom Brooks
Mobile Marketing Manager
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