Food delivery USP

(pic-courtesy: mid-day.com)

We occasionally order through Swiggy and Freshmenu. I order more frequently when the wife and kid are not in town. So far, I have been pretty happy with the quality of food, and of course, I order only from restaurants that I know, through Swiggy.

However, there is one consistent issue with the delivery/logistics. For the majority of times, there has been some leakage or seepage of some gravy or stir-fry, making its way on to every other container. Some times, it is a minor issue, and there has been at least once, where I had returned the food, where the cardboard container of my dosa was soaked in sambar.

Let us dissect this.

Factors that influence this mishap (in no particular order):

  • Packaging. I think this is taken care of by most players well enough. Freshmenu (and bowl company by Swiggy, and other major cloud kitchen players) have apt sized plastic boxes for wet stuff and cardboard boxes for dry stuff. The lids are pretty tight too. Have not faced issues there either. The restaurants that I order from, in swiggy, take care of this, as well.
  • Form-factor of the packaging and stackability. I think this is taken care of, as well. Most of these packages are standard sizes and neatly stackable.
  • The big bags of the delivery folks. The bag is a large box-ish bag with fairly solid sides. The guys stack the packages nicely as well. (So, I think, the process is not flawed).
  • The carrying of the bags. I think, this is where the problem begins. The boys sling the bag over their shoulder, rest the bag on the seats of their bikes and hit the road. I think during this time, the nicely stacked packages tilt. And hence seep and leak.

Potential solution:

While I am not an expert in logistics, let me propose a solution – the Dominos Delivery Box. This solution is not an original solution. I think, the Dominos guys solved this to an extent. The boxes are screwed on to the bikes. The pizzas and the other items are placed/stacked inside the box. So, other than the tilt of the bikes, during the traffic, there is no real tilting. I think this can also be reduced significantly by good packaging techniques and/or auto-balancing bases on the boxes.

As for the container of the food, the cloud kitchen guys have an advantage. As for the rest of the food delivery folks, my disclaimer (if you recall) was that, I order only from restaurants that pack well. If the food delivery guys want to nail the experience in the larger scale, Swiggy/Runnr/UberEats need to take packaging into their control. While I agree that it is a hard problem to solve, it would be the best damn experience. If I can order bisi bele bath from the local darshini, and the food still comes in a nice plastic leak proof tray – that is bliss. (For comparison data sakes, currently the darshini just plonks the food into an aluminium cover and heat-seals it.

An added feature that can be slapped on to this box, is a thermostat, and a feedback controlled heater – to maintain the food hot. There can be other IoT stuff instrumented into this box too – weight/temperature/time logging and tracking etc.

Food-tech/delivery guys – you listening? Now that the food delivery war is heating up (Swiggy vs Runnr vs UberEats vs Cloud Kitchen guys), it is all about USP. I think this might just be the two things. Food packed in clean containers (with no leakage/seepage) at the right temperature. Hmm. Yumm.

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