Inquiry-Based Learning Assignment

1. Introduction to Inquiry-Based Learning Assignment

1.1 Background

In current time, with the increasing digitalisation, the presence of food delivery platforms also increased. Food delivery platforms are defined as an online business that facilitates the role of intermediaries between food restaurants and ultimate customers. In other words, food delivery platforms are third parties that take and arrange delivery and pickup of food orders. Presently, restaurants collaborate with different food delivery platforms to cater its food services to far-located customers at any time and from anywhere (Chan et al, 2023). The collaboration allows the restaurants to enhance its brand visibility, customer base, and their experience as well as ultimately boost sales and profitability. Listing of restaurants with food delivery platforms allows the restaurants to increase its online presence and offer greater knowledge to their customers about its delicious offerings, leading to enhanced popularity. The research project will evaluate the impacts of collaboration with food delivery platforms on restaurant popularity in UK. Various research methods will be analysed in the context of the research problem.

1.2 Research Aim

The aim behind the current study is to identify the impact of collaboration with food delivery platforms on popularity of restaurants in context of UK.

1.3 Research Objectives

  • To assess the concept of collaboration and theories underpinning it.
  • To identify the strategy of food delivery platforms for collaborating and enhancing restaurants popularity
  • To assess the impacts of collaboration on the working of food delivery platforms and popularity of restaurants
  • To recommend one of the best collaboration strategy for restaurants and food delivery platforms

1.4 Research Questions

  1. What is the concept of collaboration and its associated theories?
  2. Which are the strategy of food delivery platforms for collaborating and enhancing restaurant popularity?
  3. What are the impact of collaboration on the working of food delivery platforms and popularity of restaurants?

1.5 Rationale of the study

The present study assesses the impact of collaboration with food delivery platforms on restaurant popularity. In current time, restaurants focus on partnering with different delivery platforms to provide convenient services to its customers as well as to increase rich and brand visibility (Feldman, Frazelle and Swinney, 2023). The reason behind conducting the study is to identify the major impact of partnering with delivery platforms on restaurant popularity so that restaurant business able to gain success.

2. Literature Review

According to the Chauhan et al, (2022), collaboration refers to a practice of working together with other organization or people with the aim of attaining a common goals. For instance, the partnering of Ynyshir, a popular restaurant of North Wales has a collaboration with the food delivery platform Uber Eats to fulfill its online order or make delivery of food to the customers. On the other hand, based on the views of Ozdemir et al, (2023), resource based view theory is one of the effective collaboration theory. It includes collaboration to optimize the expertise and resources of each party. The collaboration within restaurants and delivery platforms used resource based view theory where branding of restaurants are optimize while logistics infrastructure of delivery platforms, leads to effective collaboration. In addition, network theory of collaboration includes creation of relation by sharing information.

Based on views of Chan et al, (2023), food delivery platforms used competitive benefits strategy to collaborate with the restaurants. On partnering with the restaurants, the platform offer benefits to the restaurants such as earning greater profit, selecting pricing options, promoting business, increasing customer base and so more. This leads to influence both organization to made collaboration with each other. However, Marathe, Kalkar and Yedake (2021) offering promotion and discount is one of the strategy of food delivery platforms is a strategy to enhance restaurant popularity. For instance, Just Eat offers discount on order, free delivery etc to attract more customer towards restaurants and enhancing its popularity. Also, optimizing restaurant presence is another strategy. The delivery platform list restaurants on their channel and optimize SEO to increase the popularity of restaurants. Ziliani and Ieva (2025) professed that platforms also optimize loyalty program where it offers points, exclusive deals and discounts to ultimate customers on behalf of them and restaurant, eventually results in enhancing restaurant popularity.

Moreover, Feldman, Frazelle and Swinney, (2023) professed that collaboration with food delivery platforms significantly enhance the online visibility of restaurants as the platform invest in marketing to convey the product, services and competitive offers on order to make smooth for buyer to place order. This leads to significantly enhance the popularity of the restaurants as large number of customer aware about the restaurant via this platform. Apart from this, (Dai Qin and Wu (2023) outline that increasing number of delivery platform leads to a saturated market for restaurants. As food delivery platform collaborate with multiple restaurants make difficult for one restaurant to stand out and gain popularity.

In addition, referring to perspective of Li and Wang (2024), collaboration within restaurants and delivery platforms results in greater convenient services to customers in terms of fast delivery. This results in positive word-of mouth ultimately enhances popularity of restaurant. However, Du, Fan and Chen (2023) professed that collaboration with same food delivery platforms results in decline differentiation with different restaurants, hence negatively harms its popularity.

Also, Bo-Kyung and CHA (2024) highlighted that the collaboration with food delivery platforms and restaurants results in better fulfillment on online order, enhancing brand visibility as well as engagement of new customer who prefers online purchasing ultimately results in enhancing popularity of business.

Literature gap:

Earlier study are conducted on significance of food delivery platform for restaurant but no research conducted for evaluating the impact of collaboration with food delivery business on restaurant popularity. Thus, the study help in fulfill the gap and identifies relevant impact.

3. Research Methodology

3.1 Research Type

It is a method use by scholar to complete research study. Qualitative and quantitative are to main types. To assess the impact of partnership with delivery platform on popularity of restaurants, researcher use qualitative type to gain in-depth understanding of problem.

3.2 Research approach

There are two approaches i.e. inductive and deductive. In context of research study, scholar optimizes inductive approach to gain better insight. It consist observing data and developing new theories (Kumar and Ujire, 2024)

3.3 Research philosophy

It is a belief or assumption that guide the investigator. Main two philosophy are positivism and interpretivism. For completion of current study, researcher uses interpretivism theory. It is effective to analyses the research problem, leads to accurate conclusion.

3.4 Data Collection

It is a method to gathered data for study. To evaluate the impact, investigator optimizes a secondary data collection method. In context with this, the scholar evaluate existing sources like books, articles, journals, published reports similar to topic to gathered rich data.

3.5 Data analysis

It is a process of evaluating the collected data. Thematic analysis and SPSS are two methods. To evaluate the influence of collaboration with delivery platforms on restaurant popularity, the investigator use thematic analysis. Scholar make themes and patterns from data and analysis information (Bueno et al, 2024). It includes use of graphs and chart, hence offer smooth interpretation of findings.

3.6 Reliability and Validity

In regards to study, to ensure reliability and validity the scholar only take data that is published after 2021 as too-old data result in inaccuracy.

3.7 Ethical Consideration

It is a principle that directs research study. To ensure ethical and fair study, the investigator only take data published after 2021. In addition, to acknowledge the original author, accurate citation is done. A reference list also attached at the end of research study.

4. Research Findings/Discussion

Through evaluating the collected data, it is identified that collaboration refers to partnering with the business to attain a uniform objectives in an effective and efficient manner. For instance, one of common goal of restaurants and food delivery platforms is earning profit hence collaboration allows both the business to effectively attain their goals. From the data evaluation, it is identified that food delivery platforms optimizes competitive benefit collaboration strategy. According to this, the food deliver platform offers a commission and set amount of profit to the restaurants so that they prioritize collaboration. In addition, from the evaluated data it is recognized that food delivery platforms also use promotional strategy to enhance the restaurant popularity. They offers exclusive deal such as buy one get one free, 10% discounts and so more so that large number of customers take services, ultimately results in enhancing restaurant popularity. Just Eat a food delivery platform of UK optimize email campaigns, social media platforms, loyalty programs to rewards the buyers who make frequent orders, this leads to attract customers (Just Eat Marketing Strategies, 2025). When more customer attracts towards the platform, it ultimately results in improving online brand visibility, awareness as well as popularity of the restaurants.

Effective collaboration with the food delivery platform leads to significantly enhance the popularity of the restaurants within the United Kingdom. Bakr (2025) outline that the collaboration allows the restaurants to deliver their delicious taste and food items to the far located customers as a result increase awareness of restaurants leads to greater popularity. The food delivery platforms allows the restaurants to increase its customer base by providing convenient delivery services. From the secondary study, it is identified that in current time approximately 40% of individual in UK take at least three food deliveries a week, it ultimately results in increasing the customer base of the restaurants, eventually enhancing their popularity (UK demand for food delivery, 2025). However, from the findings, it is also evaluated that existence of wide range of food delivery platforms increases the collaboration of each restaurant with the platform. This leads to reduce the point of differentiation as a result ultimately the restaurants can`t able to stand out in competitive environment. However, from the findings it is analyzed that convenient and smooth delivering services or catering food to the customers creates a positive experience with the restaurants. Referring to this, the happy customers recommend the restaurant to their loved ones, the increasing word-of-mouth due to partnering with the delivery platforms results in effectively enhance popularity of the restaurants.

5. Conclusion

To sum up all, it has been articulated that in present time to meet the demands of the customer’s collaboration within restaurants and food delivery platform increase rapidly. From the present research study, it is analyzed that collaboration of food delivery platforms significantly enhances the popularity of restaurants. From the research study by reviewing literature, it is identified that delivery platforms usage a competitive benefit strategy to collaborate with the restaurants. The platforms offers several advantage to business in terms of determining their profit margin, deciding pricing option as well as offering better services to the customers.

In addition, it is assess that strategy to enhance restaurant popularity includes promotional incentives where delivery platforms offers discount on behalf of restaurant to increase customer awareness. Another strategy includes loyalty program where constant customer gets benefits in terms of free meals etc. To conduct the research study, the scholar optimized qualitative data to get better insight of the research problem. The data for the study collected via secondary method, the researcher go through several books, articles and journal to gather wide amount of data. In addition, thematic analysis used to evaluate the collected data to drawn a meaningful conclusion. Through the study, it is find that collaboration with the food delivery platform increases brand visibility of restaurant, customer base as well as popularity of business with its convenient services and promotional strategies.

Following are some of recommendation to enhance restaurant popularity via collaboration

  • It is advised to the food delivery platforms to focus on promotional campaigns and special offers to attract the wider range of customers and ultimately to improve the popularity of business.
  • It is recommended to the platforms to provide timely delivery while ensuring personalized services to customers, this leads to increase word-of-mouth and eventually popularity of restaurants.

6. References

Books and Journals

  • Bakr, A.A., Ali, E.R., Aljurayyad, S.S., Fathy, E.A. and Fouad, A.M., 2025. From authenticity to sustainability: The role of authentic cultural and consumer knowledge in shaping green consumerism and behavioral intention to gastronomy in heritage restaurants in Hail, Saudi Arabia. Sustainability, 17(8), p.3530.
  • Bo-Kyung, S.E.O. and CHA, S.S., 2024. The Impact of Importance of Online Platform Food Delivery Selection Attributes on Satisfaction and Repurchase Intention. The Korean Journal of Food & Health Convergence, 10(4), pp.9-19.
  • Bueno, L.A., Sigahi, T.F., Rampasso, I.S., Leal Filho, W. and Anholon, R., 2024. Impacts of digitization on operational efficiency in the banking sector: Thematic analysis and research agenda proposal. International Journal of Information Management Data Insights, 4(1), p.100230.
  • Chan, H.L., Cheung, T.T., Choi, T.M. and Sheu, J.B., 2023. Sustainable successes in third-party food delivery operations in the digital platform era. Annals of operations research, pp.1-37.
  • Chauhan, C., Kaur, P., Arrawatia, R., Ractham, P. and Dhir, A., 2022. Supply chain collaboration and sustainable development goals (SDGs). Teamwork makes achieving SDGs dream work. Journal of Business Research, 147, pp.290-307.
  • Dai, X., Qin, K. and Wu, L., 2023. Study on effect of collaborative governance participation willingness of online food delivery platform restaurants and consumers from perspective of control theory: Based on moderating effects of perceived risks. Frontiers in psychology, 14, p.1149538.
  • Du, Z., Fan, Z.P. and Chen, Z., 2023. Implications of on-time delivery service with compensation for an online food delivery platform and a restaurant. International Journal of Production Economics, 262, p.108896.
  • Feldman, P., Frazelle, A.E. and Swinney, R., 2023. Managing relationships between restaurants and food delivery platforms: Conflict, contracts, and coordination. Management Science, 69(2), pp.812-823.
  • Feldman, P., Frazelle, A.E. and Swinney, R., 2023. Managing relationships between restaurants and food delivery platforms: Conflict, contracts, and coordination. Management Science, 69(2), pp.812-823.
  • Kumar, S. and Ujire, D.K., 2024. Inductive and deductive approaches to qualitative research. International Journal of Multidisciplinary Educational Research, 13(1), pp.58-63.
  • Li, Z. and Wang, G., 2024. On-demand delivery platforms and restaurant sales. Management Science.
  • Marathe, M.A., Kalkar, P. and Yedake, A.V., 2021. Literature review on promotional strategies used by fast food restaurants. International Journal of Future Generation Communication and Networking, 14(1), pp.1917-1926.
  • Ozdemir, S., de Arroyabe, J.C.F., Sena, V. and Gupta, S., 2023. Stakeholder diversity and collaborative innovation: Integrating the resource-based view with stakeholder theory. Journal of Business Research, 164, p.113955.
  • Ziliani, C. and Ieva, M., 2025. Loyalty Management: Driving Engagement with Loyalty Programs and Customer Experience. Taylor & Francis.

Online

  • Just Eat Marketing Strategies. 2025. Online. Available through: < https://www.urbanpiper.com/blog/just-eat-marketing-strategies-to-boost-restaurant-sales>
  • UK demand for food delivery. 2025. Online. Available through: < https://www.deliverect.com/en-gb/blog/trending/what-uk-restaurants-should-know-deliverect-new-study >

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