O Impacto das Food Delivery Applications na Indústria da Restauração: A Perceção de Gestores de Restaurantes na Zona Metropolitana do Porto

Abstract

This dissertation investigates the use of FDAs (Food Delivery Applications) by restaurants. It aims to understand and classify the significant perceived impacts of this technological innovation on the ecosystem, customer relationship and value proposition of restaurants from the perspective of restaurant managers. Recently an expressive number of studies have investigated the motivation for the use of FDAs by users. However, little has been discussed about the impact of these platforms on the restaurant's ecosystem. This study is based on a qualitative research to achieve the proposed objectives, using semi-structured interviews (case study) with entrepreneurs and restaurant managers. This research suggests that FDAs represent a new channel for restaurants that can be considered a facilitator to leverage sales, even assuming a survival role during the pandemic. However, there is a perceived trade-off: the practices, policies and strategies implemented by these platforms result in (1) a loss of independence in terms of sales control by restaurant management; (2) changes in customer behaviour and expectations; (3) in making it more challenging to manage and build customer loyalty; and (4) negatively affect the value proposition of restaurants. This study suggests that managers and restaurant owners should be aware of the implications of these platforms in their business. Ideally, we recommend that they seek differentiation through a unique value proposition, avoiding exclusive dependence on this channel and working on strategies to improve customer relationship and loyalty.