報告主題：The Role of On-Demand Delivery Platforms in Restaurants

報告時間：10月21日（周四）上午11：00

報告地點：延安路校區旭日樓306教室

主持人：楊帥

報告人： 王剛副教授

報告簡介：

Restaurants are increasingly relying on on-demand delivery platforms (e.g., DoorDash, Grubhub, and Uber Eats) to reach customers and fulfill takeout orders. Although on-demand delivery is a valuable option for consumers, whether restaurants benefit from or are being hurt by partnering with these platforms remains unclear. This paper investigates whether and to what extent the platform delivery channel substitutes restaurants’ own takeout/dine-in channels and the net impact on restaurant revenue. Empirical analyses show that restaurants overall benefit from on-demand delivery platforms—these platforms increase restaurants’ total takeout sales while creating positive spillovers to customer dine-in visits. However, the platform effects are substantially heterogeneous, depending on the type of restaurants (independent vs. chain) and the type of customer channels (takeout vs. dine-in). The overall positive effect on fast-food chains is four times as large as that on independent restaurants. For takeout, delivery platforms substitute independent restaurants’ but complement chain restaurants’ own takeout sales. For dine-in, delivery platforms increase both independent and chain restaurants’ dine-in visits by a similar magnitude. Therefore, the value of delivery platforms to independent restaurants mostly comes from the increase in dine-in visits, whereas the value to chain restaurants primarily comes from the gain in takeout sales. Further, the platform delivery channel reduces geographic frictions and the opportunity for independent restaurants to differentiate with premium services and dine-in experience, which may explain why independent restaurants do not benefit as much from on-demand delivery platforms.

報告人簡介：

 王剛博士是美國特拉華大學商學院副教授，研究興趣主要包括社交媒體和社會影響、電子商務戰略等，其研究成果發表于MIS Quarterly、Information Systems Research、Decision Support Systems、ACT Transactions on Management Information Systems等國際期刊。