Food Items Moving From Restaurants to Online Platforms in the Developing Gig Economy: Is It Bliss?

Food Items Moving From Restaurants to Online Platforms in the Developing Gig Economy: Is It Bliss?

K. Shanthi, V. Suganya
Copyright: © 2024 |Pages: 11
DOI: 10.4018/979-8-3693-1866-9.ch005
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Abstract

The newest trend is to order food online while lounging at home rather than dining out. Additionally, they browse the different food options when ordering an online meal. Gig workers profit from the opportunities for employment, independence, and flexibility that this rapidly expanding gig economy provides. Giving people the freedom to choose from various food items makes trying new things enjoyable, but it also has some drawbacks. Technological integration makes real-time ordering and online payment processing possible, which raises consumer happiness. This chapter discusses the advantages and disadvantages of online meal delivery services. It will conclude by emphasizing the influence of social, economic, and individual factors on food delivery platforms.
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2. Review Of Literature

2.1 Food Delivery Platforms

Food delivery platforms are web or mobile apps that link customers with nearby eateries and make it easier for them to receive food orders at home or work. These platforms have transformed how people order and consume food, which is growing in popularity. Online Food changes how people buy, cook, and eat, impacting how people and their food connect. There has been much discussion about how these developments have affected interpersonal connections and whether or not online commercial networking improves or worsens family time and community contacts (Li et al., 2020). According to Allah Pitchay et al. (2022), price-saving orientation, time-saving orientation, quality of information, and social influence significantly impact people's attitudes regarding online meal delivery services and their intentions to use the applications.

2.2 Demographics of Clients Using Food Delivery Platforms

Food delivery service usage online was associated with male identification, ethnic minority membership, younger age, better educational attainment, and having children under eighteen. Consumers of online meal delivery services are similar in their sociodemographic characteristics across national borders. The strength of the associations varied, however. The observed differences between nations may be attributed to a variety of factors, including international variations in regulations related to purchasing food prepared outside the home, time limitations that prevent cooking meals at home, and the range and number of food facilities available for online food delivery services (Keeble et al., 2020). Over the past ten years, the proportion of people accessing and purchasing the Internet has steadily increased across all generations. The majority of online shoppers belonged to Generation Y and Generation Z. Due to their small markets, Gen Xers and Baby Boomers are viewed as secondary targets. These age groups include consumers who lack purchasing power or are too old to comprehend internet shopping and new technologies (Sangeeta et al., 2020).

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