AN ANALYTICAL STUDY OF THE IMPACT OF ONLINE FOOD DELIVERY SERVICES ON THE RESTAURANT BUSINESSES IN INDIA

The restaurant industry in India has witnessed a major transformation over the past few years. The evolution of Online Food Delivery Services (OFDS) has changed the way how consumers order and enjoy their food, prompting restaurants to implement operational changes. Convenience being the key factor, platforms like Swiggy and Zomato enable customers to order food sitting at their homes or workplace, from a wide variety of food items listed on their apps or websites. This shift has created both opportunities and challenges for the restaurant business. OFD platforms have benefited the restaurant industry by boosting sales and expanding customer reach; however, high commission fees, intense competition, and overdependence also pose challenges for the business. This research paper aims to explore the various impacts OFDS has created on the restaurant businesses in India. The study's findings indicate that OFDS has affected restaurant operations and compelled restaurants to change their operational, marketing and customer retention strategies. The study concluded that restaurants must adopt hybrid business models by integrating online food delivery services with traditional practices to survive in the long run.