Cloud Kitchen Operations at Terra Food Co

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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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