Digital cooking. Czech Republic vs Poland

Based on CAWI, social media tracking and SEO

Digital cooking

Poland and

Czech Republic

M a i n o b s e r v a t i o n s : P o l i s h a n d C z e c h i n t e r n e t u s e r s

2

• On both markets using culinary mobile applications (searching for recipes, cooking tips,

culinary inspirations) is slowly gaining in popularity.. Applications are used by younger

consumers. In Czech more often they are used by men, whereas in Poland by women.

Culinary apps should focus on functionality

• Lidl was the most popular store in both countries due to regular communication in owned

media. On Facebook brand used call to action mechanics to boost engagement, whereas

culinary celebs dominated on YouTube.

• Most effective in terms of engagement, on both markets was contest communication

related to one of the products – Stekeez figurines.

• Italian cuisine is one of the most popular among both Czechs & Poles, especially among

younger women, who are active in digital, living in the biggest cities. Most often they look for

recipes on pizza (winter time) and tiramisu (Christmas & Easter). Reaching those consumers

at a right time and in the right place might be an opportunity for culinary brands.

M

O

B

I

L

E

S

T

O

R

E

S

T

R

E

N

D

S

Mob i l e and cook ing

3

i n b o t h c o u n t r i e s u s i n g a p p l i c a t i o n s f o r c u l i n a r y p u r p o s e s i s

s l o w l y g a i n i n g i n p o p u l a r i t y . I n b o t h c o u n t r i e s m o b i l e

a p p l i c a t i o n m o r e o f t e n u s e y o u n g p e o p l e . Wha t ’ s i n t e r e s t i n g ,

i n P o l a n d m o b i l e a p p l i c a t i o n s m o r e o f t e n u s e m e n w h i l e i n

C z e c h R e p u b l i c – w o m e n .

4

5,7%

Looking for the recipes on mobile applications:

3,5%

Looking for the recipes on mobile applications:

SexWomen

Men

Age

Up to 24 y.o.

25-34 y.o.

35-44 y.o.

45-54 y.o.

55+ y.o.

City

Over 500 thousand

200-500 thousand

100-200 thousand

20-100 thousand

Less than 20

thousand

Village

5,6%

6,1%

6,5%

6,8%

4,0%

5,4%

4,4%

6,2%

5,1%

5,8%

6,1%

6,2%

4,7%

SexWomen

Men

Age

Do 24 y.o.

25-34 y.o.

35-44 y.o.

45-54 y.o.

55-64 y.o.

65+

City

under 499

500 - 1999

2000 - 4999

5000 - 19 999

20 000 - 99 999

100 000 and more

4,6%

2,4%

7,2%

4,3%

2,2%

1,3%

2,5%

0,0%

3,6%

3,8%

3,6%

2,8%

3,7%

3,6%

Women and

young people

more often use

mobile

applications

Men and young

people more

often use mobile

applications

N=35N=141

5

24%

7%

4%

4%

2%

19%

7%

2%

4%

2%

przepisy.pl (knorr)

moje wypieki

winary/przepisownik

gotujemy

kuchnia

Ranking of mobile applications related to cooking

Znajomość Korzystanie

17%

17%

14%

11%

6%

17%

11%

14%

6%

3%

recepty.cz

Česká kuchařka

Apetit

jamies recipes

studentska kucharka

Ranking of mobile applications related to cooking

Znajomość Korzystanie

I n P o l a n d t h e m o s t p o p u l a r m o b i l e a p p l i c a t i o n i s s u p p o r t e d b y

U n i l e v e r . I n C z e c h R e p u b l i c t h e m o s t p o p u l a r m o b i l e a p p i s

s u p p o r t e d b y o n e o f t h e b i g g e s t c u l i n a r y w e b p o r t a l .

Knows Uses Knows Uses

6

C u l i n a r y a p p l i c a t i o n m u s t b e f u n c t i o n a l . I n t e r n e t u s e r s a l s o

p a i d a t t e n t i o n t o r e c i p e s – t h e y h a v e t o b e q u i c k , e a s y a n d

t a s t y. G r a p h i c d e s i g n w a s a l s o i m p o r t a n t , b u t i t i s m o r e l i k e

a n i c i n g o n t h e c a k e t h a n „ m u s t h a v e ” o f a p p l i c a t i o n .

Internet users

paid attention on

its

functionalism.

Recipes should

be easy and

tasty.

Graphic is important,

but application has to

be functional.

Graphic is important,

but the number of

recipes is more

important.

Popularity of stores in social media

7

32,2%

19,1%

11,7%

11,5%

11,2%

6,6%

3,3%

2,2%

1,5%

0,7%

Lidl

Tesco

Kaufland

Interspar

Billa

Globus

Lahůdky

Albert

Žabka

Carrefour

TOP10 stores in Czech Republic (discussions in social media)

8

L i d l a n d Te s c o a r e t h e m o s t o f t e n d i s c u s s e d s t o r e s b o t h i n

P o l a n d a n d C z e c h R e p u b l i c . K a u f l a n d a n d C a r r e f o u r a l s o

a p p e a r e d i n T O P 1 0 i n b o t h c o u n t r i e s .

N*= 30 789

35,5%

23,7%

14,7%

5,5%

5,4%

4,3%

4,3%

3,8%

1,7%

1,1%

Lidl

Tesco

Biedronka

Auchan

Kaufland

Carrefour

Piotr iPaweł

Real

Polomarket

Alma

TOP10 stores in Poland (discussions in social media)

N*= 120 189

*For period: October 2014

Lidl

Tesco

Kaufland

Carrefour

Other stores

310 428

90 316

85 417

67 556

62 220

Lidl

Billa

Tesco

Albert

Kaufland

The biggest stores on Facebook in Czech Republic, number of fans on

27th of November 2014

Lidl Billa Tesco Albert Kaufland

9

L i d l h a s t h e b i g g e s t c o m m u n i t y i n b o t h c o u n t r i e s . Te s c o a n d

K a u f l a n d h a v e a l s o s t r o n g c o m m u n i t i e s .

903 260

553 472

252 098

107 691

106 149

Lidl

Tesco

Carrefour

Biedronka

Kaufland

The biggest stores on Facebook in Poland number of fans on 27th of

November 2014

10

C o n t e s t s a n d p r o d u c t s ’ p o s t s w e r e t h e m o s t e n g a g i n g . T h e

o p t i m a l s o l u t i o n : p r o m o t i o n f o r p r o d u c t o n t h e o c c a s i o n o f

s o m e e v e n t ( e . g . Wom e n ’ s D a y, C h r i s t m a s ) w i t h c o n t e s t f o r

f a n s .

Call to action

mechanics

Contest with

Stikeez

Special price

URL Post Quality*: 455,6

URL Post Quality*: 438,1

URL Post Quality*: 428,1

11

I n C z e c h R e p u b l i c L i d l w a s m u c h m o r e e n g a g i n g t h a n o t h e r

s t o r e s . L i k e i n P o l a n d , c a l l t o a c t i o n m e c h a n i c s w a s t h e m o s t

e f f i c i e n t . H o w e v e r , b e s t p o s t s i n C z e c h w a s m o r e e n g a g i n g

t h a n t h e m o s t e n g a g i n g o n e i n P o l a n d .

Call to action

mechanics

Contest related to

product

URL Post Quality*: 802,5

URL Post Quality*: 781,3

URL Post Quality*: 595,3

Contest with

Stikeez

12

L i d l i s n o t o n l y a l e a d e r i n t e r m s o f i t s c ommu n i t y ’ s s i z e a n d

e n g a g e m e n t o n F a c e b o o k b u t a l s o o n Yo u Tu b e – i n b o t h

c o u n t r i e s i t h a d t h e b i g g e s t , t o t a l n u m b e r o f v i e w s .

19 556 079

8 373 192

3 155 704

1 788 790

381 996

Lidl

Tesco

Biedronka

Carrefour

Auchan

The most popular stores on YouTube in Poland, number of views on 27th of November 2014

13 364 183

1 850 171

1 371 523

477 173

118 086

Lidl

Kaufland

Tesco

Globus

Albert

The most popular stores on YouTube in Czech Republic, number of views on 27th of November

2014

13

H e a l t h y l i f e s t y l e , s p e c i a l p r i c e s a n d c o n t e s t s h a v e b e e n t h e

m o s t p o p u l a r o n p o l i s h , s t o r e s ’ c h a n n e l s .

Videos from Lesson

of healthy taste

campaign were

popular on Lidl’s

channel (high number

of views).

URL 403 350 views

Special offers (like

only in Tesco) were

also popular

Educational

campaign

Special price

URL 603 460 views

Big Lottery was one

of the best videos on

Biedronka’s channel

Contest

URL 382 557 views

14

D e s p i t e t h a t K a u f l a n d ’ s c h a n n e l h a s m u c h l e s s v i e w s , t h a n

L i d l ’ s , t w o p r o d u c t s ’ c o m m e r c i a l s w e r e t h e m o s t p o p u l a r .

Videos about

products

URL 844 519 views

Famous cooks in

Lidl’s campaign

Products’ promotion

Cooks in Lidl’s

commercial

URL 332 201 views

Products’ promotion

URL 675 371 views

Videos about

products

I t a l i a n k i t c h e n

15

W o m e n , y o u n g p e o p l e a n d c i t i z e n s o f b i g g e r

c i t i e s m o r e o f t e n d e c l a r e d , t h a t t h e y l i k e t o

p r e p a r e d i s h e s f r o m I t a l i a n k i t c h e n .

16

SexWomen

Men

Age

Up to 24 y.o.

25-34 y.o.

35-44 y.o.

45-54 y.o.

Over 55 y.o.

City

Over 500 thousand

200 – 500 thousand

100 – 200 thousand

20 – 100 thousand

Less than 20

thousand

Village

Employment

status

Full time job

Part time job

Other type of

employment

Unemployed

Student

Pensioner

56%

Cook dishes from Italian Kitchen

58%

45%

64%

62%

53%

54%

3…

63%

61%

54%

55%

50%

47%

5…

55%

67%

45%

63%

51%

Women, young people and citizens

of bigger towns are more interested

in italian kitchen.

SexWomen

Men

Age

Up to 24 y.o.

25-34 y.o.

35-44 y.o.

45-54 y.o.

Over 55 y.o.

City

100 000 and more

20 000 - 99 999

5000 - 19 999

2000 - 4999

500 - 1999

under 499

Employment

status

Full time job

Part time job

Other type of

employment

Unemployed

Student

Pensioner

Others 17

49%

Cook dishes from Italian Kitchen

56%

43%

63%

58%

50%

34%

3…

59%

43%

50%

45%

45%

43%

4…

64%

46%

41%

68%

31%

57%

In Czech Republic italian kitchen is

slightly less popular, than in Poland.

Like in Poland, women and younger

people more often cook italian dishes.

W o m e n , y o u n g p e o p l e a n d c i t i z e n s f r o m b i g g e r

c i t i e s m o r e o f t e n l i k e t o p r e p a r e d i s h e s f r o m

i t a l i a n k i t c h e n .

18

Dish

Keyword in

context on recipe*

: Average Monthly

Searches

pizza 26 750

spaghetti 17 610

lasagne 17 280

tiramisu 16 500

carbonara 9 460

risotto 6 690

Italian Kitchen 3 300

bruschetta 1 390

tortellini 1 070

**Polish name for lasagne

The most popular recipesAverage Monthly

Searches

pizza recipe 22 200

tiramisu recipe 12 100

lasagne recipe 5 400

lazania** recipe 5 400

carbonara recipe 5 400

risotto recipe 4 400

spaghetti recipe 4 400

recipe for lasagne 4 400

recipe for tiramisu 3 600

*Sum of average monthly searches for keywords like „recipe for pizza”, „pizza recipe” etc.

P o l i s h i n t e r n e t u s e r s a r e t h e m o s t i n t e r e s t e d i n f o r p i z z a ,

s p a g h e t t i , l a s a g n e a n d t i r a m i s u .

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014

Month

lynum

ber

of searc

hes

Recipes for dishes from Italian kitchen

19

W i n t e r i s a t i m e , w h e n c o n s u m e r s a r e e s p e c i a l l y i n t e r e s t e d i n

r e c i p e f o r p i z z a a n d s p a g h e t t i . P o p u l a r i t y o f r e c i p e s f o r

t i r a m i s u g r e w d u r i n g C h r i s t m a s a n d E a s t e r

Recipes for pizza and

spaghetti

High popularity for

Tiramisu (Christmas) High popularity for

Tiramisu (Easter)

20

T h e m o s t e n g a g i n g r e c i p e s f r o m I t a l i a n k i t c h e n i n P o l a n d :

v e g a n s p a g h e t t i a n d r e c i p e s f r o m L i d l ’ s b l o g .

In Poland the most

engaging recipe was from

vegan blog – vegan

versions of Italian

spaghetti.

URL 206 comments on blog, 2180

likes on FB, 2878 shares on FB, 766

comments on FB, 21 shares on

Pinterest

URL 64 comments on blog, 121 likes

on FB, 37 shares on FB, 55

comments on FB, 18 shares on

Pinterest

URL 56 comments on blog, 95 likes

on FB, 27 shares on FB, 89

comments on FB, 28 shares on

Pinterest

Recipes for Italian dishes from Lidl’s

blog were also popular

21

Dish

Keyword in

context on recipe*

: Average Monthly

Searches

Pizza 5 570

Tiramisu 5 310

Lasagne 4 020

Risotto 1 750

Spaghetti 1 390

Carbonara 670

Tortellini 200

Bruschetta 190

Italian kitchen 140

**Polish name for lasagne

The most popular recipesAverage Monthly

Searches

pizza recipe 4 400

tiramisu recipe 4 400

lasagne recipe 2 400

rizoto recipe 1 300

špagety recipe 1 000

carbonara recipe 480

recipe lasagne 480

recipe pizza 480

lasagne bolognese recipe 390

*Sum of average monthly searches for keywords like „recipe for pizza”, „pizza recipe” etc. (Google AdWords)

C z e c h s , l i k e P o l e s , a r e m o s t i n t e r e s t e d i n r e c i p e s f o r p i z z a

a n d t i r a m i s u .

DishKeyword in context on recipe – exact match

Average Monthly Searches

tiramisu recipe 9 552

pizza recipe 5 408

risotto recipe 4 664

0

5000

10000

15000

20000

25000

30000

Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014

Month

lynum

ber

of searc

hes

Recipes for dishes from Italian kitchen

22

P i z z a , l i k e i n P o l e s ’ s e a r c h e s , w a s t h e m o s t p o p u l a r d u r i n g

w i n t e r ( J a n u a r y – M a r c h )

Recipes for pizza

High popularity for

Tiramisu a month

before Easter

23

T h e m o s t e n g a g i n g r e c i p e s f r o m I t a l i a n k i t c h e n i n C z e c h

R e p u b l i c : t i r a m i s u , p i z z a .

In Czech Republic recipes for tiramisu

and pizza (also for dough for pizza)

were the most engaging.URL 81 comments on blog, 78 likes

on FB, 148 shares on FB, 35

comments on FB

URL 29 comments on web portal, 41

likes on FB, 26 shares on FB, 61

comments on FB

URL 4688 views, 7 likes on FB, 4

shares on FB, 3 comments on FB

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