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Whenever my family went for dinner or breakfast in my childhood, we were confused about where to go? What’s the best restaurant of quality and price? Which restaurant gives a discount? After this confusion, the restaurant may be far from home. All these factors led our family to a restaurant once a month. I’ve never thought of a restaurant meal once a day, but when I graduated, I received an online food service notification in my e-mail. My dream had come true; I opened the website and solved all our family’s problems with this single app. I was so excited to see all the menu items and prices of the restaurants, and all these just a click away. Developments and rapid growth in the e-commerce sector have attracted and strengthened new generation e-commerce companies, particularly online food services, and made everything accessible everywhere (Maher et al. 2006). Ordering food from a local restaurant through a website or mobile app makes it easy for young customers to signing up for their favorite restaurant accounts (Boyer and Hult, 2005). It offers a wide range of food choices, ratings, reviews, and better order handling.
In the mid-2000s, India’s first online food distribution companies appeared in parallel with increasing internet use and the creation of similar services in the world. India’s food industry’s annual contribution to world trade in food is increasing (Fan et al. 2000). Indian e-commerce is set to grow to $100 billion by 2020 compared to $2.9 billion by 2013. However, by 2019, online food and restaurant businesses are seeing a $2.7 billion increase, with more than 1.37 billion people, 50% of the population is under the age of 25 and the remaining population is under the age of 35; India is the youngest country in the world. The food market is enormous between the ages of 18 and 40. The high growth rate is expected to cross $12.53 billion in India’s online food industry by 2023. The country’s online food market is rising by 15% compared to a global growth rate of 9.01%. The Indian middle class will reach 550 million by 2025 (Badre, 2020). Young India’s appetite is driving demand for food and drink online. Time crunch and a growing need to spend time together are the reason why nearly 92% of nuclear families (family consists of a mother, father, and the children) order food and takeovers online to save energy and time at home. According to He et. al., (2018), in emerging markets, particularly in India and China, mobile phone usage has grown enormously. Around one-third of all mobile phones used worldwide are the responsibility of these two nations. Smartphones can also be used to encourage the food industry. India's online food ordering market is likely to expand by more than 16 percent annually to hit USD 17.02 billion by 2023, according to a study by business consulting company Market Research Future (www.businesstoday.in). Thus it is important to measure consumer attitude towards online food ordering app
Working people spend most of their productive hours traveling and working, thus cooking meals at home means much less time on their own. Working women spend a lot of their disposable income on ordering or dining another primary demand driver for India’s online food industry (Bagla and Khan, 2017). People living in metro cities and not knowing how to cook, when they’re hungry, food apps help them. Swiggy, Zomato, and food panda are among the top food supply apps available in several cities across India. They have managed to penetrate India’s tier II and tier III cities, contributing to their growth (Kapoor and Vij, 2018).