Behind the app: exploring the motivations and barriers of restaurateurs and gig workers in online food delivery

What is it about?

This study explores the growing Online Food Delivery (OFD) sector from the perspectives of restaurateurs and gig workers—stakeholders often overlooked in prior research focused on consumers. Through 48 in-depth interviews, the study uncovers their motivations for using OFD platforms and the barriers they face. Conceptual models are proposed to explain their adoption or rejection of these platforms. The findings suggest practical measures for aggregators, including flexible commission models for restaurants and improved welfare policies for gig workers. By highlighting these underrepresented voices, the study offers valuable insights to foster a more balanced and sustainable OFD ecosystem.

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Photo by Fotos on Unsplash

Photo by Fotos on Unsplash