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
Excerpts
About Foodblink
FoodBlink, based in Bengaluru, was established by Rashi Mittal and Ghanshyam Kansal in 2012 as a food delivery platform. The FoodBlink app provided a database of thousands of restaurants across more than 450 Indian cities. It allowed users to search for nearby restaurants, go through the menus, and place pickup or delivery orders. FoodBlink also provided user reviews, ratings, and restaurant photographs to help people choose where to eat or place food orders from. The site also offered online table reservations and table booking at restaurants. Till November 2022, FoodBlink had raised US$0.95 billion. As of 2023, it was valued at US$2.18 billion..
Satish: The Delivery Partner
Satish was a delivery partner at FoodBlink. His daily schedule was to receive food orders on the phone from customers, pick up the food from the restaurants, reach customer locations, and deliver the order. Before working as a last-mile delivery person for the platform as a gig worker , Satish had been an employee in a private manufacturing firm. When the firm shut down during the lockdown in 2020 due to the Covid-19 pandemic, he started doing deliveries in the city of Bengaluru..
The Incident
On December 24, 2022, a restaurant delayed a customer’s order that Satish had to deliver by a couple of minutes as there was a long queue of delivery agents from various companies at the restaurant’s counter. To add to Satish’s woes, there was a lot of traffic on the roads as it was festival time and rush hour. However, after over-speeding and risking his life, he finally reached the customer’s house, but was late by around 25 minutes. Satish started apologizing to the lady customer at her flat door as he delivered the food. However, she did not understand his situation and shouted at him before paying him. Once the payment was made, she slammed the door on Satish’s face...
The Outcome
Satish had a decent education and knew the food delivery market was growing faster than ever. However, he still had several concerns about his future, such as whether FoodBlink would increase his salary, whether it would provide some job security, whether the overall work culture would improve, and whether his employer would take the necessary steps to reduce the troubles he and his colleagues were going through..
Exhibits
Exhibit I: Indian Online Food Delivery Market Trends in the Top Five Cities of India
Exhibit II: Average Share of Revenue from Dine-in, Delivery, and Takeaway
Exhibit III: Online Food Delivery Model
Exhibit IV: A Comparison of Petrol Prices in India between January to April 2021 vs. January to April 2022.
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