Rise and the Future of Cloud Kitchens in India: A Consumer Study

Abstract

Cloud kitchens are online-operating eateries lacking a physical presence, and their growth has been key in the growth of the food industry as a whole. Cloud kitchens operate on the basis of Food Delivery Apps (FDAs) that enable a set foundation to reach out to consumers. The role these eateries have played during the COVID-19 pandemic has been and continues to be important – especially with rigid lockdowns in India. Cloud kitchens such as Faasos, Fresh Menu, etc. operating through FDAs have supported food demands and dealt with demand and supply fluctuations, setting up an efficient food production and delivery process. This paper studies the factors that differentiate cloud kitchens from traditional kitchens, consumer behaviour and reaction to cloud kitchens, and the impact COVID-19 has had on consumer interaction with food delivery, specific to cloud kitchens. The analysis of this industry is important for future growth, so as to identify the main pain points and consumer behaviour specific to cloud kitchens in terms of expectations and prioritization of elements related to food delivery.