Food Delivery ventures have resulted in the contribution of a major amount of plastic waste in the past few years. While a lot of eateries are increasing the use of biodegradable packaging, a fair amount is still into heavy usage of plastic packaging. This is a study to understand the Service & Experience of a Food Delivery Service to improvise it in terms of the packaging keeping the business model in mind.
To understand the existing business model of a food delivery service and come up with a sustainable solution to curb the excess food packaging wastage.
We chose to work on Zomato as it was just a restaurant finder and then started the food delivery as it’s main POS. We wanted to study the shift of the same, the wastage it is creating and introduce a better system.
In order to understand how Zomato’s Service works, we had to look at it on a birds eye view level. The Eco-system mapping helped me understand the stake holders, their role how could we intervene the system.
Through the ecosystem mapping we found out that there are 3 main stakeholders to which the app caters to:
1. Foodies (customers)
2. Delivery agent (delivers the food to the customer)
3. Restaurant (who prepares the food)
The existing packaging has a lot of additional components that leads to more wastage. These components are provided so that the food reaches safely and that it doesn’t spill.
Aluminium foil, Plastic for the sachet
Thali Base - Polypropylene
Thali cover - Polypropylene
Tape - BOPP
Paper for bill
Gravy Tiffin - Polypropylene
We visited restaurants to experience how the back-end service works. The restaurant accepts the order, marks the food ready to notify the runner (delivery agent ).
Restaurant can also track the runner, who knows the preparation time which is generally the estimated arrival time.
It was clear that restaurants get more orders through apps than phone calls. It also gives advantage to the restaurant to tie up with more food delivery apps as there is no restriction.
Through the course of the research we collected many insights which provided information regarding why many restaurants have not yet adopted the Eco-friendly packaging. Some of these arguments or insights are:
To create a business module for Zomato which enables sustainable delivery options keeping the budget and restaurants profit in mind.
This was a comprehensive exercise in understanding business and strategy as part of Service Design. Not only the consumer application, but also the delivery agent as well as Zomato’s backend were considered as touchpoints during the conceptualization phase. Most companies are now trying to adopt a sustainable approach; With the implementation of design thinking, we wanted to convince them how beneficial it can be for the future of the company and the environment. We would like to test this to get more insights and usability of approaches like this on a large scale.