The Shift in How Filipinos Search for Food
In the Philippines, online food delivery is no longer just a convenience—it has become a habit. Diners don’t just search for “restaurants near me” anymore. Instead, they type “[brand name] + delivery” directly into Google, Facebook, or their food apps. Searches like “Army Navy delivery” or “Conti’s delivery” reveal a clear behavior: Filipinos already know what they want to eat, and they’re looking for the fastest way to get it.
This change in search behavior is especially important for restaurants of all sizes. While big chains like Jollibee or Army Navy naturally dominate these searches, smaller independent restaurants are beginning to see the same opportunity. If customers are already looking for your brand + delivery, the question is: can they find you online easily?
The growth of online food delivery in the Philippines has been rapid in recent years. According to Restoworks, the online meal delivery market is expected to reach 18.7% by 2025. At the same time, 40% shows that a significant percentage of customers discover new restaurants through Google search. This means that visibility online isn’t just about awareness—it directly influences your sales.
For independent restaurants, this trend can be both a challenge and an opportunity. Competing with established brands for attention can feel daunting. But with the right digital presence, you can also capture customers searching for you—or even better, for food like yours—when hunger strikes.
Why Diners Search ‘Brand + Delivery’
When a customer searches for “brand + delivery,” they are demonstrating a very specific type of intent: they already know what they want, and they want it brought to their doorstep. Unlike general searches such as “burgers near me” or “best pizza in Manila,” this behavior shows brand loyalty and trust.
Here are the main reasons behind this trend:
- Brand recognition and trust
People want restaurants they already know and love. If they had a great dine-in experience, they’ll want to replicate it through delivery. That’s why searches like “Army Navy delivery” or “Conti’s delivery” are so common—they signal repeat customers. - Convenience and speed
In today’s fast-paced world, Filipinos don’t want to spend time figuring out where to order. Searching for a brand directly plus “delivery” is the fastest route from craving to checkout. - Growing digital habits
With 83.8% of the Philippine population using the internet,customers are conditioned to search and transact online. Restaurants that don’t show up in these moments risk being invisible. - Customer expectations
Today’s diner assumes that if you exist, you should also be available for delivery. Not showing up when someone searches your restaurant name + delivery creates disappointment and might send them to a competitor instead.
For independent restaurants, the key takeaway is clear: being discoverable for “brand + delivery” searches is no longer optional—it’s essential for growth.
The State of Online Food Delivery in the Philippines
Three main factors explain this shift:
The online food delivery market in the Philippines is booming. The sector has grown 84% from 2019 to 2022, and continues to expand as more Filipinos get comfortable with digital-first dining. The COVID-19 pandemic accelerated this trend, but even after restrictions eased, consumer habits didn’t go back—they stayed online.
- Increased demand for convenience: Ordering online saves time and effort, especially in urban centers like Metro Manila where traffic can make dining out difficult.
- Wide availability of delivery services: Third-party apps made delivery accessible to restaurants and customers alike, normalizing the behavior.
- Changing consumer demographics: Younger generations, especially Gen Z and Millennials, are digital natives who expect mobile-first, seamless ordering experiences.
This means that the phrase “online food delivery Philippines” isn’t just a keyword—it reflects a massive cultural change. Independent restaurants need to recognize this as both a challenge and a chance to carve out their space.
If a customer is searching for your brand + delivery, but all they see are third-party listings—or worse, no results at all—you’re losing a direct sales opportunity. The brands winning right now are those that take ownership of their online presence and create easy paths for customers to order.
What Restaurants Can Learn from Big Chains
Large chains like Jollibee, Conti’s, or Army Navy have mastered online visibility. They appear on Google, social media, and delivery apps. But most importantly, they often have their own direct online ordering channels. This ensures that when customers search “brand + delivery,” they land on a branded page that the restaurant controls.
Here’s what independents can learn from them:
- Consistency across platforms
Big brands don’t leave their presence to chance. They’re discoverable on multiple platforms, and customers can find the same information everywhere. - Owning customer touchpoints
Instead of sending customers straight to third-party apps, these restaurants highlight their websites or branded ordering systems. This gives them control over the customer relationship. - SEO advantage
Having a direct online ordering channel helps chains rank in search results for “[brand] delivery,” rather than letting aggregators take all the traffic.
Independent restaurants might not have the marketing budgets of national chains, but the principles remain the same. By investing in discoverability and creating direct ordering options, you can start competing on visibility—not just on size.
Why Having Your Own Direct Ordering Channel Matters
This is where many independent restaurants fall short. While they may rely heavily on third-party apps, they often lack their own online storefront. The problem is, that limits visibility and puts them at the mercy of platforms that take high commissions.
A direct ordering channel, like klikit Webshop, solves this gap. It gives independent restaurants the same advantages that big chains enjoy:
- Branded storefront where customers see your menu, your photos, and your name front and center.
- Mobile-friendly ordering so customers can order in just a few taps.
- Payment integrations for a smooth checkout experience.
- Lower fees compared to third-party apps, letting you keep more of your sales revenue.
- Integrations with delivery platforms, so you can manage everything in one place.
By setting up a klikit Webshop, independent restaurants can show up in search results for their own “brand + delivery” keywords, directing customers straight to their owned ordering channel.
For example, Army Navy has successfully leveraged digital ordering strategies to strengthen its visibility and sales. Independent restaurants can do the same, without the need for enterprise-level budgets or complex tech.
The bottom line: If customers are already searching for you online, make sure they land on your own channel—not someone else’s.
Action Plan: How Independent Restaurants Can Get Found
So how do you make sure your restaurant shows up when someone searches for you online? Here are some simple but powerful steps:
- Update your Google Business Profile with your menu, photos, hours, and direct delivery links.
- Add your klikit Webshop link across your social media accounts and website.
- Encourage repeat customers to order directly from your webshop instead of third-party apps.
- Use SEO basics to optimize for “[Your Brand] + delivery” keywords.
- Track performance to see where your traffic and orders are coming from.
These steps don’t require a huge budget, but they do require consistency. With klikit Webshop, much of the heavy lifting is simplified—giving independent restaurants the tools to be discovered just like the big chains.
Conclusion
The rise of “brand + delivery” searches in the Philippines is proof that online ordering is no longer just an option—it’s an expectation. Diners know what they want, and they want to find it fast.
Independent restaurants that take control of their visibility can capture this demand. By setting up their own direct ordering channel with solutions like klikit Webshop, they can lower fees, improve discoverability, and compete on a level playing field with larger chains.
The future of online food delivery in the Philippines is clear: it belongs to restaurants that make themselves easy to find and even easier to order from.
