From bytes to bites. Data capitalism and food delivery business in Europe

In today’s reality, where data reigns supreme, there is a crucial need to explore how traditional analog sectors adapt and integrate data-centric business logics. This research aims to unravel the intricate ways in which digital capitalism infiltrates previously analog domains, using major European food delivery firms as an example. Employing qualitative research methods, namely content analysis, rhetorical analysis, and semi-structured expert interviews, the study delves into both internal and external dimensions of European food delivery firms (FDFs) operations. Triangulating data from diverse sources ensures a comprehensive and reliable exploration of the evolving landscape. The research uncovers six fundamental data capitalist logics embedded in the FDFs’ business models. From the establishment of multi-sided platforms to the strategic use of algorithmic decision-making, and the subtle profiling of users, the findings shed light on the complex interplay between traditional service delivery and the data-centric demands of the digital age. This paper concludes by emphasizing the paradigmatic shift within the food delivery industry, from its analog roots to a data-driven, algorithmically governed landscape. It underscores the urgency for a nuanced understanding of data capitalism's influence on traditional sectors, calling for heightened awareness, ethical considerations, and regulatory scrutiny in this evolving digital frontier.