Article
https://doi.org/10.52783/mjble.577
Influence of Consumer Ordering Behaviour on Restaurant Performance through Online Food Delivery Platforms: A Study of Bengaluru City
Online food delivery (OFD) platforms such as Swiggy and Zomato have fundamentally reshaped how consumers in Indian metropolitan cities access restaurant food, and have simultaneously become a critical sales and visibility channel for restaurants. This study examines the influence of consumer ordering behaviour on restaurant performance through OFD platforms in Bengaluru City. Using a descriptive and analytical research design, primary data were collected from two respondent groups – 500 consumers using OFD platforms and 100 restaurants registered on these platforms – through structured questionnaires. The study examines consumer ordering frequency, platform and cuisine preferences, spending behavior, and the factors driving online ordering decisions (convenience, discounts, delivery speed, ratings and reviews, food quality, app usability, payment convenience, and customer support), and relates these to restaurant-reported outcomes including sales growth, revenue impact, customer retention, and profitability. The findings show that 76 percent of consumers order food online at least once a week, with food quality (mean = 4.20) and delivery speed (mean = 4.05) ranked as the strongest decision drivers. On the restaurant side, 80 percent of respondents reported a highly or moderately increased impact of online consumer orders on sales, and a strong positive correlation (r = 0.81, p < 0.001) was found between online ordering frequency and restaurant business growth. The study concludes that consumer ordering behavior is a significant determinant of restaurant performance in the OFD ecosystem and offers targeted suggestions for restaurants, delivery platforms, and future researchers to strengthen customer retention and sustainable business growth in Bengaluru's increasingly digital food service market.