Transactions to connections: The 'Love Notes' strategy that's winning customer loyalty

Campaign ME

10-03-2025

Food delivery has never been faster, but it's also never been colder. In a world where you can order anything with the tap of a screen, online orders and takeout experiences have become a convenient transactional part of our lives. And yet, there's an opportunity waiting to be tapped in this 'impersonal transaction'. Kitopi's Love Notes initiative is driving conversation — online and offline — around delivery bags.
These handwritten-style messages, placed on orders from brands such as Taqado, Circle Café, High Joint and Chin Chin, aim to add a personal touch to an otherwise routine experience by bridging the gap between brands and customers in a delivery-first world. Campaign Middle East was curious — in a market driven by speed, could something as simple as a note make a difference in how customers engage with a brand? So, we reached out to Kitopi to dig deeper into the effectiveness of personalisation.
'This idea did not come from formal research — it came from real experiences,' says Karen Urminita, Senior Manager, Customer Experience, Kitopi. 'One moment that stood out was an order delivered to a hospital. We thought — how meaningful would it be to receive words of encouragement? A simple note could uplift a patient, bring comfort to a family member, or even brighten the day of a hospital worker grabbing a quick meal.'
Bringing personalisation to delivery with Kitopi's Love Notes
The Love Notes initiative is part of Kitopi's broader Joy Ambassador program, a company-wide effort to integrate hospitality principles into the delivery experience.
The initiative has two key objectives: first, to spread joy through the love notes, and second, to make an impact that resonates with customers, encouraging them to return time and time again.
Urminita continues, 'As Kitopians, we have all had moments where a delivery felt purely transactional, missing the warmth and personal touch that true hospitality brings.'
'Rather than targeting a specific customer segment, the goal was to create human connections in moments that matter. Whether it's a first-time customer or a loyal guest, these small gestures turn everyday transactions into heartfelt experiences.'
While traditional hospitality relies on face-to-face interactions to create memorable experiences, delivery presents a unique challenge. As a result, Kitopi decided to focus on sending messages of positivity, that would 'bring a smile to the customer.'
Emotional connection as a brand differentiator
This shift toward personalisation in delivery reflects a broader industry trend: the growing emphasis on emotional connection as a key driver of customer loyalty. Kitopi's approach aligns with research showing that consumers increasingly favour brands that go beyond the transactional, offering experiences that feel thoughtful and human.
Urminita shares an example of when Kitopi's Love Notes initiative had an impact on a customer, 'A customer once wrote in their order notes, 'Please make my pasta extra tasty. I'm having a horrible day.' Instead of simply fulfilling the request, our team responded with, 'Even the toughest days have their silver lining. We're here for you. Hope this treat sends you a little love and encouragement.'
The customer later shared it on social media, saying, 'What a beautiful feeling it is to be seen. 'It's these kinds of moments that build brand affinity—not just for the meal itself, but for the experience it delivers.'
Urminita adds, 'While our main motivation is to create genuine moments of happiness, we have naturally seen an increase in customer retention, repeat orders, and social media engagement.'
The Love Notes has seen an increase in customer retention
While Kitopi's Love Notes initiative wasn't launched with strict KPIs in mind, the impact has been measurable.
The company has seen an increase in customer retention, repeat orders, and social media engagement. Aggregator ratings for its brands have also improved, with customers specifically mentioning the personalised notes in their reviews.
Urminita says, 'Some now leave order notes just to see how we will respond, turning a routine transaction into an interactive and personal experience.'
Interestingly, the initiative has also driven foot traffic to Kitopi's physical locations. 'Customers visit our restaurants because they want to experience that same warmth and connection in person,' Urminita adds.
What's next for personalisation in delivery?
As brands continue to explore how to humanise digital experiences, the role of personalisation in delivery is likely to expand beyond notes and into other interactive elements. While Kitopi has no immediate plans to integrate Love Notes into social media or loyalty programs, the company is focusing on scaling its Joy Ambassador training across back-of-house teams, contact centres, and support functions.
'The goal is to embed the spirit of hospitality across every touchpoint, ensuring that joy is not just delivered to customers but is also felt within the organisation,' Urminita explains. One key initiative in the pipeline? A company-wide effort to surprise and delight Kitopi's own employees—ensuring they experience the same care and recognition that they extend to customers.
As the food delivery space grows more competitive, brands that prioritise emotional connection—whether through personalised messages, surprise touches, or thoughtful engagement—will be the ones that stand out.
Because in the end, it's not just about delivering food. It's about delivering joy.