Oct, 2017     

Business plan support for an internet kitchen launch in India


To understand the market for online food delivery in a metro city. The client wanted us to define the prominent clusters within the city for both food aggregators and internet kitchens and understand their performance in those clusters. The client also wanted to identify the top cuisines in demand in the clusters along with the fulfilment process of the clusters. The client also intended to understand the unit economics of the food aggregators and internet kitchens.

To understand the market of the city we conducted a four-pronged research approach. On the first side, we conducted expert interviews with the employees of the leading food-tech players in the target city. On the second side, we conducted expert interviews with the employees of the 3PL providers in the target city. On the third side, we conducted interviews with delivery boys in the identified clusters. On the fourth side, we conducted interviews with the restaurant owner/managers. The data from the four sided was analysed and the findings were shared with the client.

The findings and recommendations were used to define and launch the business idea in the food tech space by the client. The cluster analysis helped the client in identifying the key clusters to target and the cuisines to offer.