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The Silicon Review Asia

Ola Is Trying To Change Things for Its Food Delivery Business Foodpanda

Ola Is Trying To Change Things for Its Food Delivery Business Foodpanda

While Ola is doing well with its goals in the electric vehicles business, the company needs to make major changes in its food business. Currently, Ola is pivoting Foodpanda to serve in-house food brands. The food delivery company will work differently from the likes of other market leaders like Zomato and Swiggy who partner with thousands of restaurants to deliver food; it will be focusing on the expansion of its own portfolio of private label food brands. Until now, it has come up with labels like biryani, shakes and khichri, but it is working to expand its labels to 50 dishes in the coming weeks.

As mentioned by a company spokesperson, the company is looking to stay committed to its mission of delivering a superior food experience to each and every customer by making investments in kitchen and facilities expansions. Ola, after acquiring Foodpanda’s India business, tried a gain over customers quite aggressively by offering heavy discounts in early 2018. It also planned of investing $200 million in the Foodpanda business, but by the end of the year, discounts became less than the usual due to the strategy revision for the business.

The competition in food business in India is fierce. Even in the past, Ola had to struggle a lot. Back in 2015, OlaCafe was launched and shut down in just a year. While Foodpanda could manage to get about 3 million orders a month, Swiggy and Zomato, on the other hand, were handling 30 million orders as of September last year. Now Ola has cancelled its contracts with as many as 1500 of its food delivery partners. Recently, it was seen that a majority of restaurants listed on Ola and Foodpanda apps were not servicing in many cities.

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