FoodBlink: How to Fix the Challenges Faced by Last Mile Gig Workers?
| Case Code: MKTG465 Case Length: 9 Pages Period: 2023 Pub Date: 2024 Teaching Note: Available |
Price: Rs.300 Organization : FoodBlink Private Limited Industry :Foodservice Countries : India Themes: Service Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
On January 4, 2023, Akriti Sharma (Akriti), Vice President (Marketing) at FoodBlink Private Limited (FoodBlink), one of the leading food delivery companies in India, met with the senior management team, including Girish Shah (Girish), senior manager (operations), who had raised concerns over increasing customer complaints, decreasing satisfaction scores for the platform, and the sharp rise in delivery partners’ attrition rate.
During the meeting, the top management identified the several issues in the company and concluded that the cause of these problems was sometimes food quality, delay in delivery, long waiting time at popular restaurants during peak hours, the behavior of the delivery partners, or the pitiable work environment for delivery partners. FoodBlink’s management also felt that while some of these reasons were not directly in the company’s control, issues related to the delivery partners (gig workers, delivery agents, or workers) were directly in its control.
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