Healthy Food Delivery: Evidences from Italy

For several years Food Delivery Business has been growing strongly both in Italy and internationally, but during the 2020 global COVID-19 epidemic, there was an even stronger increase because the benefits of online food delivery were evident, as it facilitated consumer access to prepared meals and allowed restaurant workers and suppliers to continue to operate. This research work focuses on a very particular type of food delivery, namely the one that deals only with deliveries of healthy food and superfoods. Large companies and Healthy Food Delivery (HFD) startups have different operational models and ways for service provision than traditional Restaurant Delivery systems. These are complex and non-linear mechanisms and for this reason they have proved to be interesting to analyze. The authors of this paper use a qualitative approach through multiple case studies to obtain a detailed description. A framework has been established to observe the different entrepreneurial initiatives from different perspectives.