Eating habits are shaped by various factors ‒ such as the time of year/day, age, geographical location, ethnicity, urban versus rural upbringing ‒ among which gender is one of the leading influential determinants. It is observed that men prefer burgers and pizza, while women are more inclined to order a healthier dish, consuming fruits, yogurt, and salad more than their male counterparts.
This distinction creates a challenge for online food ordering companies, which need to identify their users’ gender in order present them with the food options they are more likely to choose.
Apart from gender, specific times and events affect the way people eat. During important football matches, for example, people (especially men) are more likely to order food online, to eat while sitting in front of television criticizing the referee.
Users who are predicted to be male are targeted on the days on which there’s an important football match.
Users who are predicted to be female are targeted with a personalized homepage.
Identifying customers’ gender, Insider’s predictive platform helped PizzaPortal deliver relevant experiences through a personalized homepage. PizzaPortal saw a double-digit uplift in conversion rates.
“Working with more than 2500 restaurants comes with its own challenges. To reduce the complexity within the customer journey, picking the relevant restaurants and surfacing the right information about customers is a must. With Insider we are able to understand our customers better and respond in real-time to optimize their experience.”