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by kunaalarya
2501 days ago
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They can be successful at it at scale because they already have a massive supply of drivers that they can allocate to rides or picking up food. Amazon’s food delivery failed and closed last month. Caviar was sold to Doordash. Postmates is struggling. |
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1. Many of their restaurants are simply not geared well for being in the delivery business. They don’t have good parking for drivers. Their menu is built around dining in, not 30 mins in a car. Their delivery packaging is subpar or overkill. They really have to train their restaurant partners to succeed or they won’t get repeat business. They have an inventory problem.
2. The value proposition of food delivery really only exists in the largest cities. Not everyone wants to eat out, but in smaller towns it’s easy to access and social. For somebody who spends 3 hours commuting each day, cooking and dining out lack appeal, but that isn’t a problem for the majority of Americans.
3. There simply isn’t much margin in the restaurant business. Most are happy to run on 1-3% margin. Food cost, scheduling labor around varying demand, and overhead with tremendous fixed and surprise costs. A spike in fuel prices can spell for a losing year, simply based on food cost and reduced demand.
I think a new model of kitchen is in order. An on-demand food service would be able to provide very fresh and hot food in short order, without soggy packaging. It could run by a network of sort of Forward Operating Bases that are positioned around predicted demand, and may move based on data. They may take walk up orders but are tooled around providing delicious food to delivery vehicles. I can imagine a lot of frictionless ways to get food into cars, scooters, or even autonomous delivery wagons, if you knew in advance that is the business you are in. They can take preorders and run their inventories based on that data to avoid food waste. There are no tables to bus, plates to break and wash, or floors to maintain. With good planning the kitchens can be cheap to build, own, and run. And the food can be the very best, made by people in the neighborhood for the neighborhood.
Until all that is common, ya I don’t think the thing works without subsidies. If we did then food delivery would have been much more common; it’s never been a technological problem.
Case in point of delivery optimized to the hilt: Dominos Pizza. It actually all comes down to the menu.