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PBM Project 1 Group 8 Section A

About the Food-Tech market in India Cloud Restaurants:


The rapidly growing food market in India standing at over US$400 billion in 2015, the food ordering
and delivery services are capitalizing the opportunity to increase their evolving customer base.
Increasing internet penetration, snowballing smartphone users, pleasing food offerings along with
convenience seeking behaviour of millennials is propelling the Foodtech Market in India.

With huge investments and funding, Foodtech companies have been able to offer online food ordering
services like never before. Internet is being saturated with the companies offering food delivery
services online day in and day out. The growth in this market is anticipated to be highly lucrative with
recent reports showing that Foodtech sector grew at 150% last year, in comparison to 2015, with an
estimated Gross Merchandise Volume (GMV) of $300 million in 2016.

Almost 80% of revenue is driven by top 5 cities and attempts are being made by major players such as
Zomato, Swiggy, Food Panda, Tiny Owl etc. to expand operations in Tier 1 cities.

Foodtech players

Online restaurant Restaurant aggregator

70% market share. Major 30% market share with


players- Dominos, McDonalds, scattered apps such as Zomato,
Pizza Hut, KFC etc. Swiggy, Uber EATS etc.

About Uber EATS:


Uber EATS is a separate app offered by Uber taxi aggregator services. It was started on trial basis in
New York where the taxi drivers were offered to drop lunches on their way to a pick-up or drop. It was
later expanded to several cities in US and has been introduced in India in 2017 offering food delivery
in Mumbai. Foodtech market in India has seen many failed start-ups every year. So a natural question
is why Uber decided to enter the market.

The company wanted to mobilize its fleet of drivers to deliver more than just humans, and fresh food
was one of its first tries. They tested the entire system for a year in Los Angeles before planning a
nationwide roll-out in US. The aim of Uber Eats is to provide alternate revenue generation sources for
drivers and provide flexibility to consumers in terms of options, delivery time and distance. However,
one competitive advantage that Uber believes they have is proximity to customer due to its huge fleet
of taxis that reduces delivery costs and time.

Some distinctive features of Uber EATS app are:

1. Smart curation and specialization- machine learning customizes offering according customers
tastes

2. Scheduled orders: Customers can book a delivery time or day

Jasmeen Kaur B16021 | Shubhendu Prakash Tiwari B16051 | Aniruddha Gangopadhyay B16128
PBM Project 1 Group 8 Section A

3. Customized drop-off: Choose a place where delivery is required which need not be same as current
location

4. Menu management: analytics tool for restaurant managers to understand most wanted dishes,
customer satisfaction levels and real time menu altering

5. Guided pick-ups: granular information for even most difficult to locate restaurants

App Development
UberEATS is a logical extension of Ubers core product which is their highly disruptive ride hailing
service. Design Thinking is a core principle employed by engineers at Uber for the creation their
products.

People order on the UberEATS App (left), restaurants manage orders in the Restaurant Dashboard (center), and delivery
partners deliver items using the Driver App (right)

They first map out each version of their product as viewed by the user. Since the way a customer
would see it differs vastly from the way a service provider will use the app and the analytics behind
everything.

UberEATS Design Dimensions


As a team we will be checking the following design measures for Uber and how they specifically cater
to the Indian market. We will look for metrics that determine the following:

Designers as Psychologists first - That way they develop the view of users, empathizing with
their needs.
To do so, they act as Ethnographers - They thus try to shadow the usage process.
As Scientists, they use the vast troves of data to discover how the customer wants to user
their services.
And to market their product, they think of themselves as Entrepreneurs.
Overarching all this, is the minsets of Craftsmen, who are creating something aesthetically
pleasing and easy to use.

Jasmeen Kaur B16021 | Shubhendu Prakash Tiwari B16051 | Aniruddha Gangopadhyay B16128

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