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Awareness · Brand Marketing

HungryPanda Brand Marketing

Based on market research, I identified Chinese communities in the U.S. as the core audience for brand promotion and selected Xiaohongshu as the primary channel. The aim was to introduce HungryPanda as people explored local food, study-abroad tips, and everyday life in the U.S.

The campaign had two parts: building regional official accounts to share local restaurants, offers, and events; and working with creators to feature HungryPanda in useful content such as essential apps for studying in the U.S. These everyday scenarios helped explain how the platform could fit into users’ lives.

Explore the researchView campaign content
01

Market research

The Client

HungryPanda connects users with restaurants through its food delivery app. For this campaign, I focused on Chinese communities in the U.S. and on explaining the platform through relevant food and everyday-life content.

The Competition

Compared with Uber Eats, DoorDash and Grubhub, I focused on three HungryPanda strengths relevant to Chinese-speaking users:

  1. Stronger promotional support for Asian food, with campaigns and offers tailored to Chinese-speaking users.
  2. Clearer Chinese dish names and menu presentation, helping users understand and choose what to order.
  3. Broader coverage of Asian cuisines, giving this audience more relevant food choices.

The Industry

The campaign addressed two questions: how to introduce HungryPanda to more Asian consumers in the U.S., and how to explain why they should choose us. With Chinese communities as the core audience, I used regional official accounts and creator content on Xiaohongshu to build awareness, highlighting Asian food choices, Chinese menu information and relevant offers to show how the platform meets everyday dining needs.

02

Understanding user decisions

I organized the original research measures into three groups to examine what users expect, how others influence their choices, and what they value in an app and delivery experience.

Consumer factors

  • Ease of learning and use
  • Willingness to try new apps
  • Attitudes toward food delivery apps
  • Convenience and time savings
  • Enjoyment and anticipated emotions

Social influence

  • Recommendations from family and friends
  • App usage among peers
  • Exposure to ads and brand content

App and service experience

  • Information quality and system quality
  • Ease of use and visual design
  • Offers, loyalty and referral incentives
  • Delivery speed and service quality
  • Food quality and perceived safety
View the full 15 constructs and 60 adapted survey items
01 Effort expectancy
  1. I usually spend little time to explore a new food delivery app
  2. I only need a few steps to understand how to use an online platform
  3. I expect that interacting with different food delivery apps would be clear and understandable.
  4. Becoming skillful in various technologies is an easy thing for me
02 Innovativeness
  1. Exploring and using new niche food delivery apps in my daily life will make me feel satisfied.
  2. I use different delivery apps according to different demands
  3. Trying different technologies will make my life troublesome
  4. I’m curious about the results and effects of using different mobile apps.
03 Attitudes
  1. Ordering food via food delivery apps is satisfying and pleasant to me.
  2. The utilitarian values that food delivery apps bring to me could influence my attitudes toward them.
  3. I will stop use a food delivery app after an unpleasant experience
  4. I feel delighted to purchase products on different food delivery apps
04 Performance expectancy
  1. HungryPanda make my life more convenient
  2. I spent too much time choosing products via food delivery platforms
  3. I think using the food delivery app makes me feel adventurous.
  4. Using different food delivery apps is helpful to save my time for other tasks
05 Hedonic motivation
  1. I like to use browsers that is beautiful designed
  2. I feel fun or pleasure derived from using technology.
  3. I think using the food delivery app makes me happy because it is involved
  4. I feel fun from using technology
06 Anticipated emotions
  1. I would use mobile apps that I anticipate pleasure
  2. I will not use food delivery app that makes me uneasy about my expectations.
  3. I will not use food delivery app if I expect to feel regret.
  4. I will not use food delivery app if I have low expectations
07 Social influence
  1. My family members often order from HungryPanda
  2. My classmates often order from HungryPanda
  3. I have often seen advertisements for food delivery apps on the Internet
  4. People around me often order from HungryPanda
08 Information quality
  1. HungryPanda show information I expect
  2. I prefer food delivery apps that provides detailed information about the dishes
  3. HungryPanda provides complete information about the dishes
  4. I prefer food delivery apps that provides information to compare products
09 System quality
  1. HungryPanda has an appropriate style of design for demonstrate menus
  2. HungryPanda has fast response and transaction processing
  3. HungryPanda keeps transactions secure from exposure
  4. I prefer food delivery apps keeps error-free transactions
10 Simplicity and aesthetics
  1. HungryPanda is easy to use
  2. HungryPanda is visually attractive
  3. I use food delivery apps has appealing colors and fonts
  4. I like the feature to track order progress (order accepted/prepared/picked up) via a food delivery apps
11 Customer engagement programs
  1. HungryPanda partnerships with other brands help me save money.
  2. I refer the food delivery apps to my friends to earn a referral bonus
  3. HungryPanda offers in the form of coupons, cash-back and discounts
  4. I enjoy loyalty programs launched by food delivery apps
12 Delivery speed
  1. HungryPanda delivers food in the promised time
  2. I use the food delivery apps that not often delay my orders
  3. HungryPanda can assign the deliveryman quickly
  4. HungryPanda sent out food promptly
13 Food quality
  1. I prefer the food kept fresh after the delivery
  2. I prefer the food temperature is warm after the delivery
  3. I prefer the appearance of meals is acceptable after the delivery
  4. I prefer the food package is not broken
14 Delivery service quality
  1. I would like to use the food delivery apps because the deliveryman delivers to the correct location
  2. HungryPanda’ delivery man call me when the food is delivered
  3. HungryPanda deliver the correct meal and food
  4. I would like to use the food delivery apps because the deliveryman’s words are polite
15 Perceived safety
  1. I would like to use the food delivery apps if the food is sealed well during the delivery
  2. HungryPanda can deliver the food without physical contact
  3. HungryPanda show the deliveryman’s health condition
  4. I would like to use the food delivery apps if the deliveryman wears a mask and gloves
03

Regional official accounts

We established 15 regional accounts across the United States. Local accounts share city-specific restaurants, offers and events, making the brand’s content relevant to the places where users live.

04

Creator app recommendations

I worked with creators to feature HungryPanda in practical app roundups for studying, settling in and saving money in the U.S. The posts introduce the app through specific needs and familiar daily situations.

Let’s talk marketing.

yinluli2026@gmail.com ↗
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