1. Mobile applications for cooking are slowly gaining popularity in both Poland and Czech Republic, especially among younger users. In Poland, these apps are more popular among women, while in Czech Republic they are more popular among men. 2. Lidl is the most discussed grocery store on social media and has the largest Facebook fan base in both countries. Contests and promotions of products are the most engaging social media content. 3. Italian cuisine is popular in both countries, especially among younger women living in cities. Common recipes searched include pizza, tiramisu, and carbonara.

1. Based on CAWI, social media
tracking and SEO
Digital cooking
Poland and
Czech Republic

2. 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

3. Mobile and cooking
3

4. 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 . W h a 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:
Sex
Women
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%
Sex
Women
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

5. 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. 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.

7. Popularity of stores in social media
7

8. 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 i
Paweł
Real
Polomarket
Alma
TOP10 stores in Poland (discussions
in social media)
N*= 120 189
*For period: October 2014
Lidl
Tesco
Kaufland
Carrefour
Other stores

9. 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. 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 . W o m 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. 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. 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 o m m u 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. 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. 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

15. I t a l i a n k i t c h e n
15

16. 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
Sex
Women
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.

17. Sex
Women
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. 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 recipes
Average 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 .

19. 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
Monthlynumberofsearches
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. 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. 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 recipes
Average 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 .
Dish
Keyword in context on recipe – exact match
Average Monthly Searches
tiramisu recipe 9 552
pizza recipe 5 408
risotto recipe 4 664

22. 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
Monthlynumberofsearches
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. 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

25. IRCenter is a research and consultancy agency
specializing in digital marketing.
Our core services regard combining traditional research
techniques (CAWI, IDI, FGI etc.) with monitoring of
Internet users activities.
We work on following markets: Bulgaria, Czech Republic,
Estonia, Germany, Hungary, Lithuania, Latvia, Poland,
Serbia (and other Balkan states) Romania and Russia.
We use latest research digital
solutions
We analyze both declarations and
spontaneous behavior
We make use of social and mobile
solutions
We provide actionable solutions
A b o u t I R C e n t e r

26. W h o w e a r e ?
IRCenter provides intelligence in digital, social and mobile marketing activities. On the basis of
data on consumer’s behavior gathered with scanning technologies and reaching consumers in
their natural environment, we deliver insights and knowledge necessary to create and evaluate
brands’ activities in new media technologies.
Our mission is to deliver knowledge tailored to the needs of our partners. Each of our research
and report is customized for particular brands and agencies.
Our consultants help to understand the digital, mobile and social environment and merge it
with your knowledge on brands.
Our analyses and consulting relies on multi perspective views on consumers:
• declarations coming from classical social research
• activities in Social Media
• social structure
• technology consumption
We work with big data technologies enabling us to handle enormous amounts of information and find
conclusions applicable by brand managers.

28. L e t ’ s c o o p e r a t e
IRCenter
34/13 Rakowiecka St.
02-532 Warsaw, Poland
Marcin Krzosek
krzosek.marcin@ircenter.com
+48 501 132 550