CHALLENGES AND OPPORTUNITIES IN SCALING MILLET-DRIVEN CLOUD KITCHEN BUSINESSES: A COMPREHENSIVE STUDY

Abstract

Background: In recent years, the food service industry has undergone a significant transformation driven by shifting consumer preferences and rapid technological advancements. Notably, cloud kitchens or virtual restaurants have emerged as a prominent development, focusing on food preparation and delivery, capitalizing on online ordering and app-based delivery services. Simultaneously, there has been a heightened awareness of healthier and sustainable dietary choices. Millets, small-seeded cereal grains, have gained attention due to their nutritional value, adaptability to adverse environmental conditions, and sustainable farming practices. This has sparked interest in integrating millets into the food industry to offer healthier and eco-friendly food options.

Objectives: The primary objectives of this study were to Assess the feasibility and scalability of cloud kitchen businesses that focus on millet-based cuisine, identifying the key challenges and opportunities within this emerging food service sector.

Methodology: To achieve these objectives, a mixed approach quantative and qualitative -methods research design was employed. Data was collected through telephonic interview and online questionnaire through google form.Data were analysed using software spss 23 on the basis of Likert scale-based questionnaire.

 Results: The research findings indicate a consistently positive perception of millet-based dishes across various dimensions among customers, as evidenced by highly significant p-values (p < .001) and mean differences ranging from 2.824 to 3.123. The rejection of null hypotheses implies significant differences in factors influencing consumer choices in favor of millet-based options, suggesting a promising market for these products. Key challenges and opportunities within this emerging millet-driven cloud kitchen businesses were identified which will be the base for upcoming cloud kitchen businesses that focus on millet-based cuisine.

Conclusion: The feasibility and scalability of millet-driven cloud kitchen businesses are intricately linked to a complex set of factors, including sourcing challenges, consumer engagement, regulatory compliance, operational efficiency, and marketing. Businesses that strategically address these challenges by leveraging opportunities, such as reliable supply chains, consumer education, sustainable practices, and targeted marketing, are well-positioned to thrive in the dynamic landscape of the millet-based culinary industry.