Behind the app: exploring the motivations and barriers of restaurateurs and gig workers in online food delivery

Purpose The online food delivery (OFD) sector is witnessing unprecedented growth. The three key stakeholders in the sector are consumers, restaurants and gig workers. The majority of the past studies have explored factors that impact the choice and loyalty of online food aggregators from the consumers’ perspective. However, it is essential to understand the underlying dimensions related to restaurants and gig workers. Thus, the present study examines the multifaceted dynamics of OFD from the perspectives of restaurateurs and gig workers. Design/methodology/approach A rigorous qualitative research method was adopted, and 27 interviews with restaurateurs and 21 with gig workers were conducted. Findings The findings identified the intentions and motivations of restaurants and gig workers, respectively, as well as the barriers they face in using the OFD platforms. These findings enabled us to propose conceptual models for restaurants and gig workers, describing the adoption or rejection of these platforms. Practical implications The findings suggest measures to ensure a harmonious online food delivery ecosystem. Aggregators need to address restaurateurs’ viability issues by providing them with choices in the commission model and ensuring consistent service quality. For gig workers, aggregators should ensure better welfare policies to foster long-term commitment. Originality/value Our study contributes to the literature by examining the less-researched perspectives of restaurateurs and gig workers toward OFD aggregators. The findings could serve as a guide for improving relations between restaurateurs, gig workers and aggregators.