"IMPACT OF CONSUMER DECISION-MAKING ON THE RESTAURANT BUSINESS IN THE ERA OF ONLINE FOOD DELIVERY: A CASE STUDY OF BENGALURU CITY"
Abstract
The online food delivery (OFD) landscape in India has transformed the traditional restaurant industry into a digital, data-driven, and consumer-centric ecosystem. With platforms like Zomato and Swiggy revolutionizing how urban consumer’s access food, understanding the influence of consumer decision-making on restaurant business performance has become increasingly critical. This study investigates the interplay between consumer behavior and restaurant strategy in the context of Bengaluru—a city that epitomizes digital adoption, urban consumption, and culinary diversity.
Through a mixed-methods research approach involving structured surveys and interviews with both consumers and restaurant operators, this study identifies key factors that influence food ordering decisions, such as app usability, price sensitivity, delivery time, reviews, and brand reputation. It further examines how these behaviors affect restaurant sales, customer loyalty, and brand visibility on OFD platforms. Additionally, the research explores how restaurants are adapting their business models—ranging from cloud kitchens to dynamic pricing and platform marketing—to align with evolving consumer expectations.
Findings from the study reveal a strong correlation between digital consumer preferences and restaurant performance metrics, highlighting the growing importance of digital presence, platform ratings, and operational agility. The study offers practical implications for restaurateurs seeking to optimize their digital strategy and for platform providers aiming to improve consumer engagement. Academically, it contributes to literature on digital consumerism, service innovation, and platform economy dynamics in emerging markets.