“Restaurants in Pocket”: Digitalization and Food Ordering in Bangalore

Abstract

E- Commerce and Digitalization has paved its way by pooling investments and increasing their market share in Online Food delivery services in India with a revenue of US$7,730m and an Annual growth rate of 12.8% in 2019. [1] Growth and flourishment in working women population, Dual income, Penetration of internet, Smart phones, Double income no kids (DINK) mobile wallets, customization, discounts and offers has made it easy and convenient to order food online through Swiggy, Zomato, Domino’s pizza, uber eats, food panda and others. Bangalore being the highest taker of food orders with 20% market share, Mumbai in its second position with 18% share, Pune at third place with 17% share, Delhi being fourth at 15% and Hyderabad at its fifth position with share of 12% Respectively and other cities accounting to 18% of market share in India 2019. The online food aggregators app has its presence over 200 cities in march 2019.The study emphasizes on understanding the factors influencing to order food online. Convenient and purposive sampling technique has been adopted. A sample of 318 online food ordering customers in Bangalore were surveyed to analyze the Impact of digitalization on ordering Food online using Factor Analysis to associate the influencing factors and Multiple regression was used to identify the most influential factor. It was found that ratings and reviews, ranking on search engine, carousal advertisements, live order tracking, delivery time, coupon code, discounts, notifications on mobile applications had more impact on the consumer’s choice to order food online than preferring for dine out at restaurants.