augmenting technological capabilities and developed its own payment gateway system and mobile app, which makes aggregators more or less redundant for the chain. “But the market is huge and the aggregators have a very good chance,” he said.
Aarushi Vaish, director of Delhi-based Happy Hakka, is hopeful of leveraging the services offered by aggregators. She said her one-year-old venture draws around 2.5-3% of its revenues from orders drawn through FoodPanda.in. For all the services rendered, she is charged around one-tenth of the order amount.
“FoodPanda promotes your brand well. Quantity of business depends on which page your restaurant is featured. It largely depends on the number of hits, customer reviews, etc,” Vaish said.
According to management consulting firm Technopak, chained restaurants are expected to grow from $2.5 billion in 2013 to $8 billion in 2020, which gives the aggregators ample space to grow. “This is an evolving space. What we have seen is one or two players becoming big. As customers have multiple sources of getting information, internet has to first become a habit for them to grow,” said Ankur Bisen, senior vice-president, retail and consumer products, Technopak.