How delivery apps created 'the Netflix of food ordering'

Will Smale and Stav Dimitropoulos.
Business reporters.

The image is from Yonca Cubuk.

The image caption is.

Emre Uzundag and Yonca Cubuk run a business from their home.

Emre Uzundag and his wife, Yonca Cubuk, say they are living their small dream thanks to a food delivery app.

The Turkish couple moved to New York in 2020 and were stuck in their small apartment due to coronaviruses.

They started to cook more and more Turkish food to help them deal with the stresses of the situation. Ms Cubuk says that it was a mental necessity.

Ms Cubuk says that the feedback was very positive.

They told us to turn it into a career.

Despite not having worked as a professional chef before, the pair decided to start their own business last year and use a new food delivery app called Woodspoon.

Woodspoon's business model is completely different than the ones used by delivery apps such as Just Eat, Deliveroo, and DoorDash.

It was launched at the start of 2020 to link home cooks who cook from the kitchen in their house or apartment to customers who want a fresh, homemade sipper.

The image is from Yonca Cubuk.

The image caption is.

The BanBan Anatolian Home Cooking has dishes of Persian, Arab and Jewish influence.

You can order via the Woodspoon app. The food is picked up and delivered by a Woodspoon driver after it has been cooked.

Currently available in New York City and into New Jersey, it will soon expand to Philadelphia.

Emre Uzundag and Yonca Cubuk's BanBan Anatolian Home Cooking can be found on the app four days a week, while on the other three days they work on new recipes. Ms Cubik said that they had to work on their fourth wedding anniversary because they were so busy.

Thanks to Woodspoon, they don't have to pay for renting a commercial premise.

She says thatspoon gives them a platform and a voice to tell their story. The lentil soup and the orange spinach stew are our best-selling dishes, both are vegetarian.

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Lee Reschef says that launching at the same time as the start of the Pandemic actually proved to be helpful. She says that they helped a lot of restaurant workers find a new line of income.

Woodspoon requires home chefs to show proof of food safety training before they can be accepted.

The chefs have to register their business with the local authority and be tested for food hygiene.

Woodspoon is currently focused on US expansion but the concept could work in the UK, where it is legal to run a food business from a residential property.

The past two years have seen a boom in the number of delivery apps. Just Eat's revenues increased 42% to £725m in 2020 from the previous year, while DoorDash's revenues increased threefold.

Many of us are increasingly using these types of apps, but people often cite one frustration - that you cannot order from multiple restaurants at the same time, and get all the different dishes delivered together.

A small but growing number of apps are now offering that service.

The US app, Go By Citizens, is run by C3 and is one of those at the forefront. It allows customers to order from a number of brands at the same time.

C3 says it operates 800 "dark" or "ghost" kitchens across the US, which are warehouse cooking facilities that house a number of kitchens under the same roof, all making delivery-only meals.

Mason Adams is the image source.

The image caption is.

C3 runs 800 ghost kitchens.

"Our app allows consumers to pick, choose and group their favourite menu items from an array of C3 brands in a single order," says C3 chief executive Sam Nazarian. He describes it as a collection of food orders.

California's Soom Soom Fresh Mediterranean and Florida's Cindy Lou's Cookies are two restaurants that have been invited into the ghost kitchens and tech platform by the company.

Mason Adams is the image source.

The image caption is.

C3's Go by Citizen app allows customers to order from a number of brands, including Sam's Crispy Chicken.

Kitchen United, a ghost kitchen business in the US, now lets its customers order from a number of different restaurant brands at the same time, via its app Kitchen United Mix.

Kitchen United's chief executive says everything is delivered or available for pick-up at the same time and on the same bill. If someone in the household wants sushi, but another wants pizza, that's doable.

Kitchen United Mix is available in 10 US locations.

Deliveroo runs a number of dark kitchens in the UK, where businesses can rent out shop space for free. The Deliveroo spokeswoman confirmed that the food from each offering has to be ordered separately via its app.

Kitchen United is the image source.

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Kitchen United has a service in 10 US locations.

Does the continued growth of delivery apps put more pressure on physical restaurants and eateries that are already struggling to stay afloat, if it's a focus on home cooks or allowing customers to order from more than one restaurant at once?

Andy Hayler, a UK food and restaurant critic, thinks that some people might find it off-putting that an app allows you to order food from two or more restaurants at the same time.

"If I saw a menu with two to three different things, this would suggest to me that this is just a generic catering company, which is making industrial foods," he says.

The image is from the same source.

The image caption is.

Sometimes members of a household disagree over what to eat.

Curry is well suited for delivery according to Mr Hayler. French and Japanese cuisine struggle in twinning form because the dishes are supposed to be well presented on a restaurant plate, and not bashed about in transit in a plastic container.

He says that half of the experience is looking at the food.

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