Cloud Kitchens: Offering More Convenience And Variety At Less Price

For consumers who love food but not so much cooking, ordering in from cloud kitchens obviates the daily hassle of kitchen procurement and other pieces of kitchen management.

- Indrajeet Roy

Kitchen in a cloud means ordering food from a website or an app without ever seeing the facility physically, which essentially means carrying forward the same trend of e-commerce cloud retail into food. No more high footfall locations to generate demand because the kitchen in a cloud eliminates 1P (place) from the 4Ps of marketing. So, there is less dependence on the accuracy of P (place) in the physical world and it doesn’t matter whether the cloud kitchen is located on the ground floor or in the main market.

A majority of the Indian population today are millennials who are Internet savvy and are helping to make the economy mature for internet commerce. Today, the Internet economy is bringing so much convenience in our lives that consumers don’t want to spend time on daily chores and activities like grocery shopping, cooking, cleaning, etc. But convenience comes with a price even though Internet consumers in India believe that convenience should be cost-free. This expectation that convenience should not entail any cost requires disruption in the existing business models where one can be offered more convenience without adding to the price factor.