Wednesday, June 1, 2016

Uber Eats in India - A local start

Uber Eats - Is it a close possibility in India? 

Uber is doing a great job of branching out its services, using transport as its core service. 
But while it does so, and rapidly across many countries, India remains a challenge. Unlike a lot of markets where the delivery charge is a norm just link packaging charges and service fees, Indian's are at the stage where they expect the delivery if their e-commerce orders (which has now ticketed down to their food orders) to be expected as free of charge. 

Why so? Because with the likes of Zomato, Foodpanda, Quickly, Delivery in the market, competing to make revenue through bulk sales rather than by providing better or upgraded services (ok, ok with Foodpanda express delivery for the lack of other players trying as an exception) where they charge a commission for delivery from the food partner rather than the customer depending on the radius or the distance of the order delivery rather than the size of the order. (really, like what?!) here is a way Uber can enter the urban market for food delivery and make a niche business out of it. 

As news is, Ola is currently in the processes of making its attempt number two doing food delivery where they previously planned on doing custom daily menus basis various locations in the top metro cities (where we're sure their endeavour was to make very large margins by not disclosing the vendors they were using for food - and hence totally overlooking the fact that really guys?.. believe the people would pay for food and not worry or care about where or who it was produced by? You believe Zomato runs out of novelty value, don't you? Bad dog...!)

Any why the hell would anyone pay for the delivery as a proposition anyway? Ok, you will deliver in a car, or an auto or a weather proof safari for all you car, (and customers don't) and then ask them to shell out extra bucks for the service? ITS THE SAME FOOD!

It's ironic really that no one's paying attention to the product they are trying to map their base service (transport) with really. Much rather trying to think from the revenue angle first because ya - someone liked the sound of it. 

There is a niche service in Delhi NCR that no one has had the courtesy to explore. Namely - "My Butler"

What's so great about this service you ask? Their module as managed to crack the entire paying a premium for catering to different food partner orders + distance of delivery or the order mechanics. 
No please, it's not another delivery partner. And no the guys don't show up in butler uniforms to deliver your order (which might I add something anyone who owns a driver outfit from Uber can pull off with an additional pair of cotton gloves!)

My butler is a service that has focuses of delivering food from the niche, Creme de la Creme of Delhi food circle creators and curators. Yes, curators, meaning high-end grocery stores and brands directly that aren't part of the affordable luxury for the middle class Indian. 

Like what you ask? Good question: 
Ever been to a by reservations only restaurant in Delhi which usually has a waiting list of weeks before you get a table? 
Guppi by AI, Le Bistro du parc are such examples. Now imagine craving for their food at work!
No way do they believe in the delivery module, the cutlery, hospitality, and seating is half the experience after all! And the food won't be half as good once packed, parcelled and slightly cold (or so they think). No anyone potentially craving for theri food would mean them having eaten it before, which is no brainer. They carry hearing or cooling bags as required by the nature of your meal, a small but game-changing equipment and they deliver quite quickly.

Now imagine what happens when a person such as a Uber adapts itself to curate such a module? All those places where you previously couldn't go or send someone to pick up food on your behalf, voila! they are accessible! All those places you thought were too far off and couldn't serve you for dinner, despite booking a day in advance, that becomes a reality! Uber Eats could bridge the gap between the what you cannot have and what food delivery can mean.

Now that's an adaption idea worth invensting in and adapating for Indian market. India is deifnatly ready for this.