CHAPTER 12
In this chapter we define and analyse concepts that we have come across previously in the book, such as marketplace, food delivery aggregator, dark kitchen and virtual brand. Likewise, we draw a comparison with other more conventional catering business models and strategies that also carry out food delivery activities.
Showcasing examples of success, we also outline 36 different food delivery strategies, classified into three groups: corporate, competitive and operational. To gainfully execute each business model, a restaurateur offering food delivery must combine several of these strategies. There are no magic formulas, the success of a business will depend on its objectives and how these strategies are deployed and executed.
