WHAT DO FOOD ENTREPRENEURS DO TO RUN THEIR BUSINESSES ON DELIVERY PLATFORMS SUCCESSFULLY?

Abstract

The food delivery industry has seen tremendous growth in recent years, with more consumers turning to online platforms to order food for delivery. In this context, food entrepreneurs must develop effective strategies to compete and succeed in this highly competitive market. This study aims to explore the strategies that food entrepreneurs use to run their businesses successfully on delivery platforms. Through semi-structured interviews with eight food entrepreneurs operating on popular delivery platforms, this research identifies several key strategies that contribute to success in this market. These include optimizing menu offerings to cater to delivery customers, leveraging technology to manage orders and inventory, and focusing on building a strong brand identity through marketing and customer engagement. The findings of this study have significant implications for entrepreneurs looking to enter the food delivery industry and for established businesses seeking to improve their performance on delivery platforms. However, further research can explore the effectiveness of specific marketing strategies on customer engagement and loyalty, as well as the impact of delivery platform commissions on the profitability of food businesses.