Which kinds of orders to target to boost ordering frequency?
I segmented order types into three categories: Orders for self, Group/party orders and Gift orders. Of these I saw that gift orders are the most underserved, despite existence of latent demand by customers. Meals as gifts has not yet been explored by any player in the market.
Why is the current way to gift someone a meal inadequate?
I identified 2 major users cases of gifting meals: (i) Friends & family and (ii) Corporates. Even currently, friends & family gift meals to each other and corporates try to have virtual team dinners but the current process is extremely painful and inefficient. It is difficult to coordinate with the recipient on address, time (when they would like to eat the meal) and logistically straining to order one by one for multiple employees.