Per the news, the reason is — pressure from the NRAI i.e. there is a conflict of interest if a platform has its own dark kitchens which compete against 3rd party restaurants listed on the same marketplace.
Even Albinder from Blinkit made a public statement that data about 3rd party restaurants on Zomato won’t be used to inform the Bistro app strategy.
This is half of the story — the other half requires you to go speak to users who avail of 10 minute food delivery:
Think about the last time you were super hungry — stuck late night at office - you really need to get back to work.
You don’t want to scroll thru options — you want food in a few taps. You may have a go-to place but even then you may scroll thru options. You’ll probably spend 5-10 mins there:
(1) Swiggy & Zomato succeeded because they offered choice (wide selection + discovery) & convenience (managed delivery)
(2) But the same success has resulted in a problem → the Paradox of Choice → too many options slows downs decision making & creates fatigue.
(3) Both food platforms have just TOO many options for each cuisine & each dish. When you’re in a crunch, this is a real pain.
⭐ The KPI which 10-minute food delivery apps is: Time taken from app open TO delivery at your house.
With a standalone app with limited options — this time taken metric reduces to a great extent & this is what has powered Zepto Cafe to 50K orders per day.
➡️Reducing the time taken from app open to deliver is the real reason why separate 10 minute food delivery apps exist (in my view, based on my research).
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