Online Breakfast Delivery Aggregation Business Landscape in Bangalore- A First Move Advantage Narration of First Time Entrepreneurs

Abstract

Rapidly growing order-and-pay apps, third-party online ordering and delivery services make fine dining from home easier than ever and, in some cases, "dining out" a thing of the past. App-only services that deliver food from different restaurants food trucks and joints have transformed the way food delivery was once viewed and interpreted (Economics Week). There was 40 percent growth in online food delivery market in India at Rs350 crore during 2014. It accounted for 17 percent of the online services market, as per the data of Internet and Mobile Association of India (IAMAI).This has resulted in massive inflow of investments into online food delivery services.( India Business Insight)The sudden burst and evolvement of food delivered online in the last 5 years in Bangalore has been able to satiate the hunger pangs, offer myriad cuisines to the discreet noveau foodies, and to some, food door delivered. Booming online ordering and home delivery services are helping to drive the growth of India’s restaurant industry. This primary source study provides information of young entrepreneurs venturing in to the business of online food aggregation in the breakfast landscape in Bangalore. But the idea of tapping the breakfast market is still nascent and the paper narrates how this can be a first move advantage for online food aggregation. The study creates a landscape concept to capitalize on the breakfast online delivery market, hitherto untapped in south India. Keywords: Food, Online, business, aggregation, landscape first move advantage