Impact 360 conducted a Market Feasibility Study before implementing Cloud Kitchens in the targeted areas. The main objective was to gain a comprehensive understanding of the ecosystem, challenges, and opportunities the Cloud Kitchen-based enterprise model can offer. The goal was to provide informed and low-risk guidance to facilitate strategic decision-making in formulating a market-entry strategy for the envisioned services.

The research encompassed three key geographies: Hyderabad, Bengaluru, and the Delhi NCR region, specifically Gurugram. The study involved a total sample size of 2500 respondents across three distinct customer clusters:

• Working professionals – both men and women
• Students and new job entrants residing in PGs or away from their homes – both men and women
• Households – including families

The research methodology adopted a mixed and multi-layered approach through stages such as:

The first phase of our research involved using ward-level data from the respective cities’ Municipal Corporations to map geographic locations of potential customer concentrations. This was followed by field research aimed at gathering deeper insights. These understandings led to the development of supply and demand-generation strategies for acquiring and retaining B2C customers. The research findings yielded valuable insights into potential user locations, demographics, current food ordering behaviors, preferences, and willingness to engage with Cloud Kitchens and food trucks. Moreover, the study took a comprehensive approach by delving into additional strategic areas, seeking expert opinions, advisory guidance, and sustainability considerations to enhance the resilience of the proposed enterprise-building endeavors.