Meal kit delivery as a strategic business model: incorporating brick and mortar stores as a component of an omnichannel strategy

This paper examines the food delivery industry, exploring its evolution alongside prevailing business models. The primary emphasis is placed on the meal kit delivery model, thoroughly analyzing its functionality and business model components. The study utilizes literature reviews, framework analyses, and expert interviews for a comprehensive understanding. Ultimately, this work project aims to determine innovation potential for the business model. By incorporating retail stores into the business model, a meal kit delivery company is able to take advantage of the perks an omnichannel strategy inherits and to sustain major competitive threats.