Case Study
theDelivery.World: A Global Identity Serving Up Restaurant Delivery Insights
October 23, 2024
PROFILE
Name: theDelivery.World
Location: London / Global
Founded: 2022
Website: theDelivery.World
CHALLENGE
The foodservice sector is facing an ongoing evolution, as delivery businesses increase industry disruption and consumer preferences remain ever-changing. To stay nimble and responsive, senior executives and founders of food delivery companies increasingly turn to industry sources that offer timely insights on trends impacting their business. With over 40 years of experience navigating the quick service restaurant industry, Peter Backman could see the mounting concern by delivery providers around issues like profitability, employment, and even rider safety. This was an opportunity for Backman to provide a comprehensive resource if he could build the right platform to reach the right audiences.
SOLUTION
Claiming theDelivery.World domain name through one of Identity Digital’s registrar partners, Backman immediately recognized it as the brand that could carry the aspirations he had for his business, beyond his own identity as a longtime market analyst and interpreter. Traditional web addresses failed to represent exactly what he wanted to convey to his audience, which includes marketplace aggregators, delivery companies, investors, gig riders, consumers, foodservice companies, restaurants, landlords, and even dark kitchen operators. Having a .world domain meant he could truly position his brand as a global voice, giving his clients a holistic market view and comprehensive insights of the delivery sector — offering a newsletter, podcasts, white papers, webinars, and conversations in one central location.
Introducing theDelivery.World
The world of food delivery has evolved significantly over the last 5 years and industry pressures have dramatically increased across delivery companies, marketplace apps, technology companies, restaurant owners, and investors. In response, theDelivery.World, founded by Peter Backman, is a platform that explores the viability of the restaurant delivery model, including but not limited to, profitability, employment rights, delivery logistics, and consumer demands. His site serves as the home for essential insights, interviews, and analysis that are key to keeping pace with this transformative sector.
“theDelivery.World domain provides broad appeal and opportunity for growth. It is authoritative and well-poised to target a global audience of delivery-focused professionals and decision-makers.” – Peter Backman, Founder, theDelivery.World
A Comprehensive Resource for a Changing Industry
Establishing theDelivery.World began as a way to address the increasing disruption caused by the growing popularity of different food delivery businesses. As a longtime market observer within the foodservice sector, Backman quickly recognized the impact that the likes of Uber Eats, DoorDash, and others were having across the industry. He knew there was a need for a reliable resource in the delivery space to analyze not only their hold on the sector but also the future of the restaurant business. It started by offering a regular newsletter and expanded into a wider platform offering downloadable reports and serving as the home of Backman’s regular podcast, The Delivery Prophets. To provide ongoing insights, theDelivery.World has multiple sponsors such as Slerp and Captain.ai, and works with businesses such as Uber Eats and Just Eat, the owner of GrubHub. These relationships are a result of Backman’s 40+ years working in the industry, and it is this experience that allowed him to create a successful platform to share his knowledge and insights about the world of food delivery.
The Appeal of a .World Domain and Its Promise for Expansion
When looking to claim his web domain, Backman knew immediately that theDelivery.World domain successfully encapsulated his brand. He had already lived in the world of food delivery for years as an industry expert, and now, it made sense to choose and build a platform that would identify itself as a pillar for the delivery ecosystem with insights and resources. The domain also clearly indicates the company’s global reach.
“The .world domain helps our audience understand that we are focused on the world of restaurant delivery. It also enables our brand to take on a global meaning as we mature and grow our customer base around the world.” said Backman.
Purchasing theDelivery.World through one of Identity Digital’s registrar partners, Backman quickly and easily claimed the site. The next step was to begin building out his online presence in support of his larger platform. Identity Digital manages and operates nearly 300 new web addresses such as .world, allowing founders like Backman to choose the domain that best represents their brand. Backman has made a name for himself as an expert within the foodservice industry, but choosing the right domain ensured he was developing a recognizable, discoverable and central online presence for his business. More than that, the domain provides a platform that enables him to highlight a variety of content under one location, such as the weekly newsletter, podcasts, and reports — positioning theDelivery.World as a comprehensive industry voice.
Investing in theDelivery.World domain will become exponentially more important for Backman. While the newsletter itself receives thousands of subscribers and LinkedIn remains an important connection to his audiences, the website will be the epicenter of all his activity and the development of new community-driven content and offerings.
More Than a (Domain) Name — an Identity
Legacy web addresses no longer rule the internet and custom domain names can strengthen a brand’s identity. theDelivery.World serves as an example of how resourceful a domain name can be when establishing a new online identity. It offers a clear and distinct shift to ensure a platform can grow to become its own entity, even separate from its founder, while committing to a global audience. For more information about theDelivery.World subscribe to the newsletter, check out the podcast, follow on LinkedIn, and explore the website for more insights and resources spanning the world of food delivery.
