ONLINE FOOD ORDERING: TRENDS AND USER BEHAVIOR

Convenience is King

Studies highlight that convenience is the primary driver for online food ordering. Busy schedules and a lack of time for cooking motivate users to seek alternatives. Online platforms offer a quick and easy way to order food from a variety of restaurants with minimal effort. Research suggests that users appreciate the ability to browse menus, compare prices, and place orders from multiple restaurants in one place. This eliminates the need to visit individual restaurant websites or make phone calls

Decision-Making Factors:

Several studies point out that factors like variety of food options, delivery speed, and presence of promotions significantly influence user choices when ordering food online. Users are more likely to order from platforms offering a wide range of cuisines and restaurants, ensuring they can find something that suits their taste and dietary needs. Delivery speed is crucial. Studies show users prioritize platforms that deliver food quickly and efficiently. Price remains a significant factor, but users are also swayed by promotions and discounts offered by online food ordering platforms

The Rise of Mobile Apps:

Research indicates a significant shift towards mobile app usage for online food ordering. Users find apps to be more convenient and user-friendly compared to desktop websites. Mobile apps allow for features like location tracking for faster delivery, push notifications for order updates and promotions, and integration with digital wallets for seamless payment.

Industry Overview

The Indian online food delivery market is booming, with projected revenue of INR 13.13 billion in 2024 and a CAGR of 7.77% until 2028. The meal kit delivery segment is still nascent but shows promising growth potential due to increasing demand for convenience, healthy eating, and culinary exploration. Several established players like HelloFresh, Zepto, and Swiggy Instamart offer meal kits, but there’s room for differentiation and catering to specific needs

Market Segmentation:

• Target demographics: Focus on young professionals, busy families, and health-conscious individuals with disposable income.

• Meal types: Offer diverse Indian and global cuisines, cater to vegetarian/vegan options, and consider regional specialties.

• Pricing: Analyze competitor prices and consider offering flexible subscriptions, bulk discounts, and introductory offers.

• Competitive advantage: Highlight on freshness guarantee, unique recipe selection, and customization options.

Problem Addressed & Solutions

Problems

Busy schedules and a lack of culinary knowledge often make it difficult for people to cook healthy and flavorful meals at home. Existing grocery delivery services require users to plan meals and find recipes, which can be time-consuming and cumbersome.

Solutions

Meal Kit bridges the gap between grocery delivery and recipe discovery. Our app offers a curated selection of exciting dishes, clear recipe instructions, and pre-measured ingredients delivered directly to your doorstep.

This eliminates the need for extensive meal planning and simplifies the cooking process, allowing users to:

• Explore New Cuisines: Discover and try unique dishes they wouldn’t normally cook.

• Save Time and Energy: Skip the grocery store and spend less time prepping ingredients.

• Reduce Food Waste: Pre-portioned ingredients minimize food waste.

• Boost Confidence in the Kitchen: Easy-to-follow instructions make cooking approachable even for beginners