Will you order food online and how often?

Foodies love food for two reasons. First, the food itself and second the experience of going out to eat that food. Food is not just about taste. Food lovers want that complete sense of belongingness while they are spending for that uncanny act of eating. Well, there are exceptions because many of us don’t care where we eat as long as what we eat makes sense to us. I believe that’s the market companies like Zomato, TinyOwl and Swiggy and Foodpanda are looking at. To me, the truth is that the size of this market is abysmally small! 

Let me explain. Someone who is too hungry, too lazy or both, would like her food delivered at her doorstep. Also someone who is too busy, too tired or both, would not mind paying some extra bucks on delivery charges to order food online. Students or working professionals seem to fit very easily into this classification. It appears that since the idea of online food ordering sounds amazing, anybody would fall for it as it makes life so much simple. The business of online food ordering therefore ought to be a business which would defy gravity at all times. Once it’s up and running, a marketplace for online food ordering should only grow from strength to strength! Right?

Let us ask ourselves a simple question. Will you like to order our food online very frequently? Will we sacrifice the experience of eating-out for the convenience of having home delivered food? Will we enjoy all types of dishes at home? If the answers to these questions are not resoundingly affirmative, do you think the online food ordering business can generate huge value for investors and customers? If No, what will happen to companies like Foodpanda who assume that an average Indian loves his food delivered at his doorstep? Certainly there will always be opportunities to satisfy ‘target’ customers with this service. But adding more and more new customers might not be essentially possible. Even if they are able to add a large number of new folks, will the revenues cover the costs of serving such price conscious customers?

It will (and should) sound cynical but the business of online food ordering faces a major limitation in a country like India. We guys hardly care about ‘what’ we eat. What matters to us is ‘why’ we eat. So, an alternative could be to open ‘shops’, ask people to order food on the go ‘at’ the shop and make them come over to some place outside their offices and homes. This might work. Hope someone is listening.

Author: anilkshatriyablog

I work as Assistant Professor in the area of Accounting at IMT Nagpur. I love teaching, writing and cycling. I follow a simple principle, 'Help ever, hurt never'.

2 thoughts on “Will you order food online and how often?”

  1. Nice article …It is only us (Indians) who switch apps and our loyalties to the highest discount giver. Never been fan of online buying , How long you'll sustain by just buying off customers..!


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