Abstract
In recent years, there has been a major shift in the dining preferences of consumers, more so, after the current Covid-19 crisis. Considering safety and hygiene, now, consumers would rather enjoy food in the comfort of their homes as against dining out. This change has completely revolutionized the food service industry, to the extent that some restaurateurs are finding it challenging to adapt to this sudden development. At the same time, this shift has offered great opportunity for cloud kitchens. The case demonstrates the strategies that the growing businesses in the food service industry can adopt during such times, to make decisions in terms of expansion, selecting ordering channels, and managing their employees and customers.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | STR0470 |
| Title | Cloud Kitchen Operations at Terra Food Co |
| Pages | 18 |
| Published on | Aug 16, 2023 |
| Year of Event | 2021 |
| Authors | Roy, Debjit; Budhiraja, Shikhar; Hyder, Md. Muaz; |
| Area | Strategy (STR) |
| Discipline | Operations Management, Quantitative Methods |
| Learning Objective | 1. To understand the impact of a black swan event on food service industry and the emerging trends. 2. To understand the flourishing cloud kitchen business and the growth drivers in the same. 3. To discuss the service parameters important to the customers in the online food delivery market and tailor a growth strategy that meets the goals of these parameters. 4. To apply queuing theory concepts, particularly an M/M/2 queuing model, analyzing the need for capacity expansion in cloud kitchen operations. |
| Keywords | Online Food Delivery; Brand Assortment; Geographic Expansion; Food Aggregators; Cloud Kitchen; Queuing Theory |
| Country | India |
| State | Gujarat |
| City | Ahmedabad |
| Organization | Terra Foods |
| Access | For All |
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