30 minutes to get Magnum
- Hongrui He (Ari)
- Nov 27, 2021
- 2 min read
Updated: Nov 29, 2021
This service of Magnum in the UK is enough to make Magnum lovers all over the world jealous --- Magnum promises that in the UK, you can enjoy delicious Magnum within 30 minutes. (France also started recently, but not full-functional yet )
How does Magnum make such a promise confidently?
First, we open Magnum's official website in the UK and click on Delivery on the top right of the page.
As you can see from the page, there are two major types of service options: 1. Choose your location, and delivery will be carried out by locating nearby chain restaurants; 2. Delivery will be carried out by large take-out platforms or logistics service providers.
This Innovation of Magnum on delivery and customer experience is undoubtedly a very risky but also very
MAGNUM DELIVERY page of magnumicecream.com/uk
attractive bold act. Let’s see how Magnum managed to avoid
the risk of destroying their reputation:
A full range of complementors. Two types of delivery options and three types of complementors fully cover the geographic distribution of users. About that, there are two surprising move. The cooperation with Uber eats is not counted as one, after all, it is not uncommon for
food delivery platforms to cooperate with snacks, cooperation with several large chain restaurants has not only successfully solved most of the location distribution of the users (In UK, there are 467 Papa John’s restaurants in 2020, 1144 Domino’s Pizza stores in 2020, Pizza Hut 246,2019 Stores, source from Statista ), but also such a cooperative offer makes it difficult for these complimentors who do not have their own ice cream products to refuse, more even these third-party agents may reduce the commission rate of selling magnum ice cream considering the possible common profitability of bundling sales; In addition, the cooperation with prime now of amazon, a giant logistics service provider, has provided almost complete service coverage to every corner. Although the effectiveness of delivery may not be as high as that of chain restaurants near the user, it undoubtedly insuranced the commitment of this service as a second choice to guarantee everything will go as planned.
2.The "treacherous" propaganda method. This delivery service promise does not appear on every page of the magnum webpage.
30-Minutes-delivery ads on magnumicecream.com/uk
As shown in the figure below, the promotion page of the main page shows the "promise" of "30 minutes" delivery, but after entering the Delivery page, there is nothing about "30 minutes delivery". Obviously, magnum only wants to get the publicity effect brought by this "slogan", and does not want to have any trouble or reputation loss of not able to fulfill this promise.
As for Magnum France, so far they only use Uber Eats as the way to deliver, their way to catch up with their UK sister is still long.
Source from:
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