44 mins ago
Flipkart Tests Eat In Food Delivery Service in Bengaluru
Flipkart is testing a new food-delivery service called Eat In.
The test is happening with Flipkart employees in Bengaluru.
The company may later open the service to other people in the city.
Eat In will first appear inside the Flipkart app.
Flipkart may create a separate app if the service grows.
It is working with the Open Network for Digital Commerce.
Flipkart is also considering smaller commissions to make the service attractive to restaurants.
The company wants to compete by offering good prices, many choices, reliable service and a good user experience.
Other companies, including Rapido, Swiggy and Zomato, are also competing for food-delivery customers.
Flipkart is piloting its Eat In food-delivery platform among employees in Bengaluru.
The service may be extended to Flipkart’s Bengaluru employees around September 15 before a possible public launch.
Eat In is being developed with the Open Network for Digital Commerce and may use lower commissions for restaurants.
The platform will initially be integrated into the Flipkart app, with a standalone app possible later.
Flipkart’s entry comes as Rapido, Swiggy and Zomato pursue different strategies to attract cost-conscious food-delivery users.
- Who
- Flipkart, led by Group CEO Kalyan Krishnamurthy, is testing Eat In.
- What
- Eat In is a new Flipkart food-delivery service being piloted before a possible wider launch.
- Where
- Bengaluru, with possible expansion to other cities later.
- When
- The employee pilot is underway, and the service may be extended to Flipkart’s Bengaluru employees around September 15.
- Why
- Flipkart wants to test customer value, gather feedback and improve the service while competing in the food-delivery market.
Key facts
- Service
- Eat In
- Company
- Flipkart
- Pilot location
- Bengaluru
- Initial users
- Flipkart employees
- Technology partner
- Open Network for Digital Commerce (ONDC)
- Initial distribution
- Integrated into the Flipkart app
- Possible restaurant strategy
- A lower-commission model
- Major competitors mentioned
- Zomato, Swiggy and Rapido
Quotes
Kalyan Krishnamurthy
Flipkart Group CEO
“We will launch food delivery in the next few weeks. Like everything else we do, we will launch food delivery first, test the value proposition with customers, take feedback and continue improving the product until it really appeals to the customer. After that, we'll start scaling it”
livemint.com
“If it's part of the Flipkart app... people will go in with the expectation that most of the catalogue available in the market should be on the app. We will, over time, make an effort to cover the entire catalogue”
livemint.com
Sources
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