Business Case Studies & Business Publications

Aminia: Online Delivery Platforms, Menu ...

Roy, Debjit, Nayak...

Case

Aminia: Online Delivery Platforms, Menu Structuring and Sustainability

Roy, Debjit; Nayak, Sonali

IIMA-STR0469 | Published April 20, 2023 | 30 pages Case

Collection: Indian Institute of Management, Ahmedabad

Add To Cart Buy Now

Product Details

Product Overview
Learning Objectives

The demand for home deliveries in India soared with the rise of online food delivery (OFD) platforms such as Swiggy and Zomato. On one hand, the OFDs provided the restaurants, much needed visibility, and on the other hand, it empowered the consumers to enjoy delectable food at affordable price within the comfort of their home. Over time, both the popularity and penetration of the OFDs grew. However, exorbitant commissions charged by the platforms detrimentally affected restaurants' profitability. Moreover, partner restaurants were not given access to consumer data for orders booked via OFDs. This case discusses the strategies adopted by Aminia to leverage such platforms while working towards its long-term goal of building a sustainable business. In addition, the case examines the use of menu engineering models to enhance profitability.

To understand the service delivery model of the focal company and how the design aspects affect core service objectives. To understand the components of a platform business model and how it can be leveraged for business profitability. To manage business competition with innovative process strategies. To improve business profitability by evaluating product mix along with the market preference.