Context & Challenge
Embedded Files
Market Size & Habits
Comms Positioning Analysis
Consumer Personas
Strategic opportunity
Food delivery now fuels 25% of HoReCa in Romania (2023).
Romanians place an average of 3.3 orders/month, rising to 4.4 for active users - ordering as a staple habit.
Competitive Field
(Q3 2024 Active User & Download Data)
Takeout
Glovo leads in downloads and active users.
Tazz - Wolt: Gains emotional equity and premium perception from Tazz legacy, now aiming to pair that with Wolt's tech infrastructure.
Bolt Food: Relies on the Bolt ecosystem effect (ride + food + groceries), pushing convenience as its main value.
Context & Challenge
Market Size & Habits
Comms Positioning Analysis
Consumer Personas
Strategic opportunity
Current Positioning: Glovo is positioned as a youth-friendly, fast, and versatile delivery app. It is widely associated with fast-food delivery, late-night cravings, and convenience.
Content Approach: TikTok-led, Gen Z-style meme humor. Glovo focuses on entertainment, fast cravings, and snackable content, visually vibrant but low on emotional depth or brand narrative.
Gap: Lacks emotional depth and cultural relevance; doesn’t reflect local life or clear brand values.
Current Positioning: Positioned as a functional utility within the app structure, rides, groceries, and food in one place. Bolt Food emphasizes simplicity and speed.
Content Approach: Clean, transactional visuals | Occasional promo-led communication | Minimal personality or emotional storytelling | Often focuses on price or efficiency rather than brand personality
Gap: Low emotional engagement. Feels generic, lacks any lifestyle or cultural texture.
Current Positioning: Wolt is attempting to inherit Tazz’s premium, cultural tone while adding a Nordic-clean UX and tech promise. It's trying to be the “stylish choice” for curated tastes.
Content Approach: High-production-value campaigns (Tazz legacy), often with celebrity endorsement
Trendy, slightly elitist tone - Often meme-adjacent or Gen-Z leaning, but still aspirational.
Gap: Credibility in service quality.
Takeout
Glovo
Fast-food-friendly, playful youth voice but lacking a powerful local relevance or emotional position.
Bolt Food
Reliable convenience in transit (bolt ecosystem synergy) but lacking an emotional positioning and pemiumness.
Wolt
Local DNA (via Tazz acquisition) - strongest emotional and premium DNA inherited from TAZZ and its powerful brand campaigns featuring top notch celebrities and productions - lacking trust in quality of service it provides.
Context & Challenge
Market Size & Habits
Comms Positioning Analysis
Consumer Personas
Strategic opportunity
Radu, 24
The Taste Adventurer
Location: Cluj-Napoca
Occupation: Freelance Videographer, DJ
Lifestyle: Creative exploration, nocturnal social life.
Emotional Driver:
Discovery, excitement, novelty.
Influencer Hooks:
Trendsetters, experimental content creators.
Content Trigger: Unexpected food discoveries.
Ordering Habits:
Frequent, experimental orders.
Non-Fast Food Moments:
Fusion cuisine, artisanal snacks, gourmet burgers.
Irina, 28
The Social Epicure
Location: Bucharest
Occupation: Digital Marketing Specialist
Lifestyle: Social gatherings, fitness enthusiast, brunch lover.
Emotional Driver:
Connection, authenticity, social relevance.
Influencer Hooks:
Local lifestyle influencers.
Content Trigger:
Real, authentic daily moments.
Ordering Habits:
Frequent, values quality and variety.
Non-Fast Food Moments:
Sushi, gourmet salads, brunch menus.
Andrei, 32
The Quality Connoisseur
Location: Timișoara
Occupation: IT Product Manager
Lifestyle: Structured, health-conscious, balanced.
Emotional Driver:
Comfort, reliability, health awareness.
Influencer Hooks:
Reliable, professional recommendations.
Content Trigger:
Quality assurance, health-focused menus.
Ordering Habits:
Consistent, quality-driven.
Non-Fast Food Moments:
Healthy bowls, premium salads, Mediterranean dishes.
Takeout
They’re not just your users. | They’re your brand co-authors.
These 20–35-year-olds are active participants in a world where food is not just fuel, but self-expression, self-care, and social currency.
They are discerning, emotionally aware, and deeply connected to how brands fit into their holistic lifestyles from what they eat to how they feel treated. They don’t chase convenience alone; they crave respect, resonance, and recognition.
Context & Challenge
Market Size & Habits
Comms Positioning Analysis
Consumer Personas
Strategic opportunity
Market Size & Habits
Takeout
Glovo is ahead but the gap is in meaning, not numbers.
It now must evolve from being just the most used, to being the most emotionally resonant and culturally grounded brand in a habitual, undifferentiated category.
That’s the real territory up for grabs.
Comms Positioning Analysis
Takeout
The Romanian food delivery market is crowded with apps that offer speed, utility, and deals but very few deliver emotional relevance, trust, or local cultural connection.
Everybody uses a push strategy.
Consumer Personas
Takeout
This isn’t a passive audience.
Radu, Irina, and Andrei embody a new consumer archetype, one where brand choices reflect identity, emotion, and values.
They don’t just use Glovo; they expect it to understand, inspire, and reflect them.
They’re shaping a culture where lifestyle meets taste, and convenience meets care.
In today’s delivery economy, everyone is delivering fast, from many partners, for whatever you crave. But our audience doesn’t just crave food, they crave understanding.
This generation doesn't choose brands based on utility alone. They gravitate toward brands that reflect their values, their identity, and their emotional state. Brands that get them and walk the talk.
In today’s delivery economy, everyone is delivering fast, from many partners, for whatever you crave. But our audience doesn’t just crave food they crave understanding.
This campaign marks a turning point.
It's not just about changing perception. It’s about starting a new conversation, one where Glovo isn’t just a delivery service, but a lifestyle companion that:
Speaks your language
Knows what you like and why
Delivers more than food - relevance, connection
Like the taste that linger, a brand that matters.
A brand that’s not only in your phone, but in your life.
taste convenience
becomes becomes
IDENTITY CARE
Concept 1:
“LAZY” IN QUOTES
Formula: Self-awareness + emotional permission = cultural relevance
This concept flips the script on judgment. What the world calls “lazy,” the consumer reclaims as smart, conscious, and restorative.
How it connects to the platform:
Reframes behavior with empathy
Validates real emotional needs (comfort, ease, recovery)
Gives Glovo a voice that reflects how people feel, not how brands usually talk
Result: Glovo becomes the voice of their inner monologue and gets on their lips.
Concept 2:
KNIVES (AND FORKS) OUT
Formula: Clashing tastes + emotional truth = inclusive food democracy
Taste divides. Glovo unites by letting everyone be themselves and still sit at the same table.
How it connects to the platform:
Embraces real-life chaos with warmth and wit
Turns division into delicious coexistence
Shows that Glovo doesn’t choose sides - it delivers them
Result: Glovo becomes the host of a cultural table and stays on everybody’s lips.
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