The old dear pizza at home, companion of impromptu evenings with friends or end of long days in the office, is dead. The small neighbourhood pizzerias, equipped with a boy and a scooter are becoming a thing of the past in the great Italian cities. Instead, fleets of girls and boys, dressed in bright colors, invade the cities on their bicycles. Deliveroo, Foodora, Uber Eats, Just Eat, Glovo. Perhaps it may seem like a small evolution, but it is a revolution whose outlines are still far from defined.
The business models are very different but all have the same principle behind them, the marketplace, in my opinion, the model that to date has proved to be the most successful in many digital businesses:
- Order collection: this is the case, for example, of JustEat, which stands as marketplace between demand (users) and supply (restaurants). The order is placed on a common platform, for example JustEat, and is then sorted to the various restaurateurs who are also in charge of delivery. The consumer side benefits are the convenience of havingone single app, a single go-to place, for restaurateurs to save significantly on the technological platform and, above all, in customer acquisition
- Order collection and delivery: is the model that is currently most depopulated. A double marketplace: to the one for the order collection, As above, one is flanked by the other. for delivery. Supply and demand are also logistical (the demand is represented by the need to deliver the order collected, the supply by dozens of people who, armed with the owner offer to deliver them in exchange for a commission. This is the case, among others, of Foodora, Deliveroo or the last – but not least – UberEATS arrived. The benefits for the restaurateur, in addition to the savings on technology and the costs of customer acquisition, there is savings on the management of the operation, the delivery of the product.
- Order collection and courier: the last model is the most interesting: it reverses the approach of the previous ones starting from from delivery. That’s what Glovo does. Here the scalability of the system is pushed to its maximums. From the point of view of supply (number of restaurants), there is no need to make agreements with restaurateurs, which is necessary in previous models. You simply do send someone at any point of sale to pick up a product. If the restaurant is integrated into the offer you can see the menu, otherwise you can describe what you want in the notes field. The model scales to the unlikely, exceeding the food delivery and opening up to drugs, products, various commissions. A real courier available in 40 minutes.
These models carry online companies today offline. They make them grow by increasing the demand to which they are exposed (it is not unusual for the restaurants themselves to open up secondary kitchens in the suburbs, where the costs per square meter are lower, to meet all the orders that arrive to them). It will probably not be unusual to find restaurants in the near future. only at home that take advantage of the reduced costs of not having a room and the full potential of digital. We are only at the beginning of a transformation that will upset not only the home catering but also the urban logistics of large towns.