Marketing Strategies of Online Food Delivery Systems in Mumbai: An Exploratory Study

Abstract

Online food delivery platforms such as Swiggy and Zomato have transformed the food industry by offering convenient food ordering and delivery services. This study explores the marketing strategies adopted by online food delivery systems in Mumbai and assesses their effectiveness in attracting and retaining customers. A survey of 100 food delivery platform users in Mumbai was conducted, with data analyzed using descriptive statistics and thematic analysis. The findings highlight that social media marketing, influencer marketing, and loyalty programs are the most effective strategies. The study also emphasizes the importance of personalized marketing, food quality, speed of delivery, and customer service in customer retention. These insights provide valuable implications for online food delivery platforms seeking to enhance their market presence.