Faculty, International Institute of Hotel Management (Bangalore), Email: xiss12@gmail.com, Mob. No. 9343981150; Postal address: H. No. 27A, 13th Cross, 2nd Main, Kuvempu Road, Vignan Nagar, New Thipassandra Post, Bangalore, Karnataka, 560075
In the era of internet, where generation Y wants most of the facilities ordered on one click, the word ‘Cloud kitchen’ gained momentum. Cloud kitchen works on a hub and spoke model. There is a mega central kitchen (hub) and the food is delivered to the outlets (spokes), from where the food is distributed to the respective customers. A cloud kitchen is a takeaway outlet that does not provide a dine-in facility. Restaurants like Faasos, Box8, Innerchef, Freshmenu, Kabuliwala and Holachef are also exploring the concept of ‘Cloud kitchen’ lucratively. This case study will explore the world of cloud kitchen in terms of business model, marketing strategies and analysis in terms of customer, competitor, market and environment. However, considering the strategic uncertainties, mainly the intensity of competition, cloud kitchen services need to continuously analyse market position, and adapt to market changes with innovative strategies.
Cloud kitchen, model, outlets, segmentation, targeting, positioning
