INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS ISSN(print): 2643-9840, ISSN(online): 2643-9875 Volume 04 Issue 03 March 2021 DOI: 10.47191/ijmra/v4-i3-15, Impact Factor: 6.072 Page No.- 322-325 IJMRA, Volume 4 Issue 3 March 2021 www.ijmra.in Page 322 Online Food Delivery: Study with Special Reference to Food Aggregators Dr. Manish Kumar Srivastava 1 , Mr. Atul Kumar Srivastava 2 1 Associate Professor, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur. 2 Research Scholar, Department of Business Administration, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur. ABSTRACT: Technology has emerged as one of the factors which are affecting every business throughout the world. It has changed business practices throughout the world. The service industry is hugely affected by the use of technology. The Food and Restaurant Industry is also started making efficient use of technology. In recent times, consumers have shown an inclination towards ordering foods from hotels and restaurants and having them at the convenience of their homes. Due to this online food delivery has emerged as a fast-growing services sector. In this paper, an attempt has been made by the authors to identify the preferred food aggregators operating in the Indian online food delivery market and to find the major reasons behind ordering food through these food aggregators KEYWORDS: online food delivery, food aggregators, online marketing INTRODUCTION: Internet is a service which is encompassing the entire society directly or indirectly. Maybe it is email, social networking, business activity, or any other walk of life; all are based on the Internet. The Internet has become a necessity in a modern lifestyle and it has now become difficult to survive without a fast Internet connection. The availability of cheap and fast internet data in India has made it an important resource for every kind of business and non-business activity. Life without Internet Data seems to be impossible. The response of consumers towards the internet has magnified the business potential for many companies ranging from small to large corporations. The establishment of many online payment portals has accelerated the business potential of businessmen and has become convenient for consumers also. Many online activities got a significant boost in this duration and so is the case of online food delivery. Online food delivery is altogether a new concept in the services sector. It has revolutionized the hospitality industry, which is witnessing metamorphic changes at every juncture. Customer satisfaction is a term, which is very extensively used in the hospitality industry, and online food delivery has tried to satiate the expectation of consumers. The model of food delivery which was followed earlier can be termed as Traditional model wherein restaurants provide meals, once customer visits their premises. This model has been in continuous use before the inception of the concept of online food aggregators. The advent of online food delivery has completely changed the delivery pattern. The changed delivery pattern can be understood with the help of following models- 1. Restaurants/Restaurant chains having their specialized mobile apps Under this category, the restaurants offer their food via their mobile application. Pizza Hut, Domino’s, KFC are working on this concept. 2. Food aggregators Food Aggregators work as intermediaries and help the customers in getting connected to the restaurant of their choice via the specialized mobile apps of these aggregators. The major food aggregators are Swiggy, Zomato etc. 3. Independent Units In this one, a person/party cooks and offers meals via their websites. It can be said that in these services, a special taste is marketed. These players provide meals cooked by them and people order from these independent services providers because of their specialty. Examples of this type of service include Tunday Kababi and Wahid Biryani (centered in Lucknow) etc.