Team Sagar IIM Bangalore

Sagar Anand Ramgare, Anshul Parihar, Arti Kumari Ola Foods

 OLA Foods Case Study
Problem Solution Unique Value Unfair Advantage
1. Corporate
1. Provide bulk food orders for order size above Proposition Customer Segments
20-25 food items through Ola Cabs delivery. 1. Ola's fleet network of cabs
enterprises or
2. Corporate enterprises and societies can place The Best to cater large/bulk orders 1. Corporates (or working
residential
bulk orders from their favorite restaurant(s) in the Restaurants. 2. Ola has a brand advantage class) that usually order
societies have
locality in advance (2-3 hours prior) to get food The Best Drivers. 3. Switching cost will be higher in bulk [A significant
limited options to
delivered in time for group lunch and events. The Best Service. for customers since no such amount of offline
order food in bulk
3. Out of total online orders (16K/day), 40% (6.4K) There is no easier platform currently exists that customer segment] –bulk
for corporate
come from working class. Also, a significant catering than Ola provides only bulk food orders from corporates)
events/lunches or
PRODUCT

amount of offline orders corresponds to bulk Foods. We've delivery 2. RWA societies for

MARKET
society
orders which are not serviced currently through teamed up with events/parties
parties/events.
any platform. Ola Foods platform would be able to your favorite local
capture bulk order segment. restaurants, so
2. Variety in food
4. Major cost of food will be beared by the food you'll always find Distribution Channels
options are
supply partners, but OLA can utilize its existing something that hits 1. For (corporate) orders of order size 20+ food items,
limited for bulk
kitchens as well to serve bulk orders. Delivery the spot. delivery through Ola micro/mini cabs.
orders.
services level majorly would be in the control of 2. For multiple (corporate) orders to same corporate park (or
OLA except in case of small orders. RWA society), aggregate the demands to maximize
3.Limitation of
ordering from one Key Metrices capacity utilization (feasible because of booking window of
restaurant for min. 2 hours prior the delivery)
bulk food orders 3. For individual (or small) orders <= 20 food items, Ola can
1- Bulk orders delivery profit hour vs cab service
on existing outsource the delivery to third party delivery platforms like
profit per hour
platforms. Dunzo to not miss individual or small group of customers
2- Cab idle hours (& revenue) catering to food
business cabs not catering to food business

Cost Structure Revenue Streams

1. Food Packaging cost + Insulated food storage containers cost
2. Delivery Charges paid to the OLA driver
Commission fees on every order from restaurants and caterers
3. Commission fees on delivery paid to third party delivery partner (such as Dunzo)
4. Opportunity Cost of using cab for delivery services instead of serving a cab passenger