The food delivery business is really complex.

There are too many moving parts.

The App, the bike, the biker, the restaurant, the cook, packaging, handling, traffic, weather, address, customer service, payment gateway.

The problem is no one could be held accountable for your #experience.

Delay? Would you blame it on the delivery guy or the restaurant? Or the externalities?

Taste? The delay or the restaurant?

Packaging? The restaurant or the pile of multiple packages that were kept on your package?

Or do you blame #Swiggy and #Zomato for quality control? 

Moreover, the elements of the food delivery system benefit very little from the #learning curve effect

Here is why:

No one sticks in this system for too long.

There is a lot of attrition.

Delivering food is a side gig at best.

No one wants to make a career in it.

Restaurants fold their business faster than they pop-up.

No continuity and learning curve benefits, no operational #excellence.

But given all that, it feels like magic when all these elements work together in tandem.

It makes my day when that sumptuous hot biryani arrives before time on a rainy day.

However, I admire the Pizza delivery operations.

Their vertically integrated #operations simply rock.

And they have been doing this for ages!

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