The ‘Foodmandu Case Study: A Complete Analytical Report of 2019’ study lists out the analytical findings extracted from the publicly available data hosted on Foodmandu’s official website.
Data used for this analysis comes from www.foodmandu.com. The data was crawled from the website on April 3rd, 2019 by the data science team of Kharpann Enterprises and the dataset consisted of 30,700 rows and 10 columns (heading name kept confidential) from 303 partnered restaurants. Data updated after April 3rd, 2019 has not been taken into account.
General Overview of Foodmandu
Established in the 2010 AD, Foodmandu is a food delivery platform based at Kathmandu, Nepal. The company operates on a daily basis by delivering food from popular restaurants to foodie consumers. As written on Foodmandu’s website, the platform introduces itself as,
“Foodmandu is the first company in Nepal that delivers food from hundreds of popular restaurants. As a pioneer food delivery service provider, we are making life easier through online ordering.”
As of April 3rd, 2019, Foodmandu has partnered with 303 restaurants according to their website’s listings.
Findings 1: Foodmandu has most of its partner restaurants in and around the New Road area and the Jhamsikhel area.
The following cluster map shows which areas are the most populated with Foodmandu Partnered Restaurants. Large red circles denote places densely populated with Foodmandu Partnered Restaurants whereas smaller circles denote less densely populated areas.
From the above heatmap, it can be observed the Foodmandu has a larger number of partner restaurants in and around the New Road area and the Jhamsikhel area of Kathmandu. This also correlates to the fact that the number of restaurants located in these areas is comparatively more than in other places of the Kathmandu Valley.
How do such location-based partnerships help Foodmandu?
This strategic move displayed by Foodmandu helps the company’s efficiency in two major frontiers,
- Business development is easier – Foodmandu is able to onboard new partner restaurants at a rapid pace when another local restaurant is already on the platform. Word of mouth within a locale also allows them to get new restaurants organically.
- Food pickup is efficient– When restaurants are located nearby, a single delivery personnel can pick up food from multiple locations without wasting time or fuel cost. This helps Foodmandu to decrease their overhead cost while managing dispatched delivery personnel.
However, since Foodmandu delivers food from any A to B point within Kathmandu, the drop off points still looks to be an unsolved problem for the company.
Findings 2: All but five restaurants have different ‘Minimum Order Price’.
What is ‘Minimum Order Price’?
The ‘Minimum Order Price’ on Foodmandu is the threshold amount that customers need to pay at a minimum in order to receive delivery services from the company. This doesn’t include the delivery price, service charge or VAT and is only representative of the base food cost for a single restaurant.
e.g. Mr ABC has to spend at least Rs. 400 in restaurant XYZ to get his/her food delivered from that restaurant. If Mr ABC wants to order food from another restaurant, then, he must again spend at least Rs. 400 on a different restaurant.
Restaurants with minimum order price higher than Rs. 400
Most partnered restaurants have a minimum order price of Rs. 400 but some restaurants have a higher threshold. The following bar graph shows the only 5 partnered restaurants with a different minimum order price on the platform.
How does ‘Minimum Order Price’ help Foodmandu?
Foodmandu is a business and all businesses need to make their transactions profitable for growth. Keeping a minimum order price on their partner restaurants food menu allows them to get a certain amount of profit in each delivery. Although, as a consumer, it would certainly be more favourable to use Foodmandu’s services if there was no minimum order price.
Restaurants offering maximum number of food items before reaching their respective minimum order price
The following bar graph lists the top 5 restaurants from which users can order the maximum number of food items before reaching the minimum order price of the respective restaurants.
Findings 3: The most expensive and the least expensive restaurant menu on Foodmandu is priced on an average at Rs. 2986 and Rs. 76 respectively.
Since most partnered restaurants are based around New Road and Jhamsikhel, it is no wonder that some of the restaurants listed on the platform can be very expensive. This section covers the findings of restaurants based on their offered menu. All food items pricings used for analysis are exclusive of service charge, VAT as well as delivery charges.
The following bar chart shows the top 5 expensive restaurants based on average pricing of their respective entire menu items.
The following bar chart shows the top 5 least expensive restaurants based on average pricing of their menu items.
Findings 4: Foodmandu has 76 Multi-cuisine restaurants and only 15 Continental restaurants.
The following bar graph shows the top 5 types of food cuisines offered by partnered restaurants:
Findings 5: Restaurants differ drastically in terms of pricing.
Different restaurants have different number of food items at different prices.
Restaurants serving the highest number of food items costing below Rs. 200
Restaurants serving the highest number of food items costing between Rs. 200 and Rs. 500
Restaurants serving the highest number of food items costing between Rs. 500 and Rs. 1,000
Restaurants serving the highest number of food items costing above Rs. 1,000
Findings 6: 16 Restaurants do not have any item below Rs. 200.
Below is the list of restaurants which do not have any item below the Rs. 200 price tag:
|Restaurant not having any item below Rs. 200||Average Menu Pricing (Rs.)|
|Green Line Centre Pvt. Ltd.||2478.0|
|Botonggang Restaurant & Bar||894.0|
|Grill Me Cafe||644.0|
|Hankook Sarang Korean Restaurant- Jawalakhel||529.0|
|Dream Garden Cafe- KGH||476.0|
|Le Trio – Maharajgunj||386.0|
Findings 7: The food menu is as diverse as the restaurants.
The following analysis provides insights on various restaurants in Kathmandu that differ in terms of cost, number, and kind of food items offered.
Restaurants with the 5 longest food menu
The following bar graph lists the partnered restaurants with the highest number of food items in their respective menu.
Restaurants with the 5 shortest food menu
The following bar graph lists the partnered restaurants with the least number of food items in their respective menu.
Most popular meat type across all food menus
The following bar chart lists the most popular meat type in the menu items:
Most expensive food items across all food menus
|Restaurant||Menu Items||Description||Price (Rs.)|
|Mughal Empire Multi Cuisine Restaurant||Karoki Kebab||Unavailable||58,000|
|Sara Bakery||Special Cake (40 Pound)||Double Decker (Strawberry + Vanilla) + Barbie on top||33,000|
|Botonggang Restaurant & Bar||Roast Rainbow in Foil||Unavailable||13,910|
|Anatolia ( Halal )||Raan E Sikandari||Whole piece of lamb’s thigh roasted in tandoor and marinated in special Indian spices.||6,500|
|European Bakery||CHOCOLATE CAKE||6 POUND / 3 KG||6,000|
Least expensive food items across all food menus
|Restaurant||Menu Item (Food)||Description||Price (Rs.)|
|The Lazy Gringo||Hard Shell Tacos||Unavailable||15|
|Farmers Market||Milk Chocolate Squares||Per Piece||15|
|Farmers Market||Dark Chocolate Squares||Per Piece||15|
|Ashapuri Organic Farm||Banana||Unavailable||12|
|Hermann Helmers||Soup Bun||Unavailable||10|
Most expensive liquors across all liquor menus
|Restaurant||Menu Item (Liquor)||Description||Price (Rs.)|
|Bar||Johnnie Walker Blue Label||1 Liter||28,200|
|Green Line Centre Pvt. Ltd.||Bottega Vino Dei Poeti Prosecco Doc / Blanc||3000 ml, Italy||18,505|
|Green Line Centre Pvt. Ltd.||Château Tour Du Roc Milon Pauillac 2002||750 ml, France||15,724|
|Bar||The Glienlivet (15 Years)||1 Liter||11,400|
|Green Line Centre Pvt. Ltd.||Chotokusen Judan – Jikomi||700 ml (6 bottles)||11,373|
After a thorough study, we see a big opportunity for businesses like Foodmandu to grow as a food delivery platform using their own data combined with transactional, customer as well as in-house data.
Note: All of these findings were made from publicly available data on Foodmandu’s website.