Food Delivery Service

Online food delivery platforms increase selection and ease of use, allowing customers to order at multiple restaurants with a single tap of a cell phone.

The restaurant food business is changing rapidly as new online platforms rush to capture markets and customers across the United States, Asia, Europe and the Middle East. While these new Internet platforms attract a lot of investment and high ratings - already, five of the more than $ 1 billion - little real information about market power, growth potential, or existing customer behavior. A study from McKinsey, based on a six-month study involving 16 countries around the world, provides insight into this rapidly changing market.

The state of the market today

Globally, the food supply market stands at € 83 billion, or 1 percent of the total food market and 4 percent of food sold in restaurants and fast food chains. It has already grown in many countries, with an annual growth rate estimated at only 3.5 percent over the next five years.

Currently, the most common method of delivery is the traditional model, where the customer places an order for a local pizza place or Chinese restaurant (although many other types of restaurants, especially in urban areas, now offer delivery) and wait for the restaurant to deliver food at the door. This traditional segment has a market share of 90 percent, and most of those orders - about three-quarters - are still placed by telephone.

However, as in many other sectors, the proliferation of digital technologies is reshaping the trends of the restaurant market. Consumers who frequently shop online for apps or websites, with great ease of use and transparency, are increasingly expecting the same information when it comes to dinner orders.

Two floors of online food delivery

Two types of online platforms have risen to fill that gap. The first type is an aggregator that emerged about 17 years ago; the second is the "new delivery" players, which appeared in November 2013. Both allow consumers to compare menus, scan and send updates, and place orders from different restaurants with a single click. Aggregators, which are part of the traditional delivery phase, simply take orders from customers and deliver them to restaurants, which handle the delivery themselves. In contrast, new delivery players build their own delivery networks, providing the delivery of restaurants that do not have their own drivers.

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