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Food Delivery Systems: Management Skills and Entrepreneurship


Your proposed business model to show how commercial value will be created and competitive advantage of the business

The proposed model will illustrate commercial value and allow for a competitive advantage amongst other businesses. It will also demonstrate how each aspect of the business will promote sales and differentiate itself because of quality services.

There are a number of food preparation and delivery systems available for those that are health conscious. Sprig is one of these services, providing locally grown and sourced food that is prepared by Google executive’s former chef. This is a unique business model that allows for a daily rotating menu and easy access to delivery. Their business model emphasizes healthy and wholesome foods that can be delivered based on the interest and time sensitivity of the consumer. Munchery is another example of a viable business that provides diet based meal options for those interested in take out but not in the traditional dishes served by restaurants. With price points between 10 and 15 dollars it is possible for average consumers to facilitate their diet or other dietary needs through this application in an easy to use and affordable way. Both of these models encourage the overall benefit of healthful food and convenience. They are, however, not national or international businesses because of their dependence on the interconnected sourcing and catering services offered in particular areas. Therefore they are prominent in specific localities but not on a large scale due to the meticulous nature of back-end services and provisions for operation.

Nevertheless, these two businesses exemplify the benefits and interest consumers have in healthful food accessible daily or as necessary. It is possible to identify an interested market and customer base from the examples provided by these two organizations. Not only have these businesses developed significantly over the past two years, but they have shown the commercial viability of healthy foods for a unique audience that is not necessarily the top echelon of society.

The new business proposition that is ascertained through this analysis will demonstrate a commitment to healthy foods and convenience. It will allow individuals to select from the available catering and meal preparation services in their area in the same way that traditional food delivery is provided. Not only will they have access to the rotating menu of one business, as several offer limited choices on a daily basis based on the provider, but also from a variety of unique options that multiple sources can distribute. This is unique because it allows consumers to have more of a selection in their food on a daily basis rather than having only one rotating menu to choose from. Further, there is significant value associated with this because of challenges that consumers may have especially within family units where pickiness or other consumer selection paradigms can lead to inefficiency or limitations to the use of service. Therefore, Holistic Food Delivery Systems will offer multiple options within the same platform.

Another competitive point to be included is the low price point. Similar to existing services, the price point will be maintained at a comparable level to non-healthful foods. In this way there is more access to the resources necessary whether a consumer has a great deal of expendable income or not. This is a competitive advantage because the flexibility in price and selection are integrated into an easy platform that is not necessarily more expensive than other services. By keeping the price points accessible to even the most basic consumer, any comparison between regular dining in options and delivery from other restaurants will appear similar, ultimately encouraging the best practices for dietary and budgetary needs.

Another competitive advantage that has not been proposed within the marketplace is meal reminders. Many consumers are interested in meal preparedness and planning but lack the time to efficiently do so. This is due to the time constraints of work, school, and other commitments that affect the entire family. Due to the diversity of implications that a family or couple may face, dinner becomes an after thought that has led to the rise of take out and restaurant distribution services in the first place. It is integral to understanding the nature of this market that time sensitivity to meal planning is not always a priority. Therefore, it is necessary not only for the consumer to have easy access to food resources, but also to be educated about their own dietary interests and requirements. One feature of this application that will differentiate it from other food distribution and meal preparation software will be a reminder system. This can be setup based on the individual’s needs and interests in food delivery timing, or will be calibrated after the person orders through the app several times. Since many services like Grub hub advertise and cater to people in a way that informs them of multiple options with the understanding that there are not always significant predisposed decisions being made in the selection process, it is possible to understand that integrating elements of reminders can allow people to order food at the right time and focus on their health with assistance from the application.

There are several ways this feature will provide competitive advantage. Since people will naturally be inclined to contemplate food several times per day, the app will deliver notifications to the consumers’ mobile device or linked account at the time that they are most likely to be contemplating the upcoming meal. For working professionals this may be at around the same time every day, while for other types of consumers the timing may vary slightly. After taking the users preferences into account, the app will release time sensitive meal or venue recommendations. This will prompt users regardless of their daily activities to plan for meals with a relative degree of notice. It will allow users to provide for themselves, while conveniently recommending options and saving the user who does not have a lot of time from having to undergo long or drawn out selection processes from a multitude of options.

This service has a variety of benefits for the commercial viability of this product on both the front and back end. For one, there are significant benefits to the consumer. They will be prompted to eat more regularly, or to follow a regiment that they determine within the app. It will gently encourage them to stay on top of nutrition and promote the overall well being of users without any additional cost. Through the order log it will be possible to integrate information about the user’s health, dietary needs, and commitment to any preconceived food related plan. In this way the user can gain maximum advantages from the app that are not offered even through the most commercially successful platforms. It also promotes an attitude of wellbeing that ensures users will have the maximum results that are consistent with their objectives. It also delineates a method by which users with a tight schedule, as many urban dwellers experience, can integrate healthy eating habits.

On the back end, this feature will have a number of benefits for the restaurants and services providers being advertised through the application. While sites like Grubhub or seamless allow food delivery and recommendations in a queue format or based on user searches, the themes are generally vague and not differentiated based on the eating patterns of each consumer. Therefore any recommendations that a user will act on are based on the chance that they are familiar with the item or restaurant from a remote location, or are interested in trying the item from its description. These suggestions based on price and proximity are beneficial, yet commonplace in the economy of food delivery systems and services.

Holistic Food Delivery Systems will allow for nutrition information to be inputted within the restaurant and food provider infrastructure. Therefore, the value to the consumer can be quantified not only through the price and quantity of food, but also by the nutritional and value to their bodies. Using this information, the algorithm within the website and application will capture the dietary requirements or predilections of the consumer, and match them to food items and vendors that can fulfill their specific needs based on where their body chemistry is at that particular moment.

While this type of processing will take significant time and usage to create the optimum results, even the most basic recommendations will be based on nutritional information gathered about the consumer. This will help create meaningful meal recommendations, at the right time, ensuring that the consumer feels powered up and in charge of their dietary needs without any additional attention or time spent cultivating extensive nutritional reports.

There are several ways that this product will be more commercially viable than other food delivery platforms. The services provided will include traditional meal delivery options, as well as wholesome food options as defined by local catering services and meal providers. By sourcing content from a variety of sustainable restaurants and distributors the application will allow for the maximum choice within a single interface. Further, the convenience of the platform will be augmented through mobile device accessibility. As defined, the most commercially viable and advantageous aspects of this venture will rely on a careful reminder system that will prompt users to plan for meals and allow them several options based on their dietary or nutritional needs. This will allow promotion of restaurants and vendors that can allow the user to feel nourished after every meal. Ultimately the health benefits of such recommendations will be noticeable to the consumer, as well as the convenience of easy access and selection amongst a variety of different and unique options.

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