When Should Restaurants Subsidize Online Platforms?The Impact of Delivery Agents
:Abstract
Restaurants can provide catering services to customers through the traditional offline channel or online food delivery platforms. Platforms claim they deserve to receive a positive commission fee from restaurants as they help restaurants expand their market and gain access to more customers. In contrast, some restaurants complain that platforms’ commission fees make it difficult to operate profitably. In this study, we are trying to identify when restaurants should offer such commission fees to subsidize food delivery platforms.
We build a game-theoretic model that accounts for the interactions among the four parties involved in a three-sided food delivery market, i.e., the restaurant, the platform, customers, and food delivery agents. Demands are assumed to be sensitive to both the price and delivery time. The objective of both the restaurant and the food delivery platform is to maximize their operating profits. We uncover conditions under which the restaurant should pay a commission fee to the platform. We show that a high wage rate for delivery agents makes the restaurant subsidize the platform, allowing it to post competitive service terms for online customers. We also investigate how the delivery agents’ self-scheduling characteristic affects all parties’ operational decisions. In particular, we show that the platform could benefit from an increase in the minimum wage for delivery agents as any increase in the minimum wage increases the efficient demand for delivery agents. Interestingly, the restaurant is indifferent to changes in the minimum wage. Finally, while the restaurant usually implements surge pricing, the platform might reduce both its delivery fees and quoted lead times to dampen the effect of a surge in the restaurant’s food price.
محل برگزاری:
حضوری: تهران، خ کارگر شمالی، بالاتر از تقاطع جلال آل احمد، روبروی کوچه نهم، دانشکدگان فنی دانشگاه تهران، دانشکده صنایع، طبقه سوم، کلاس 201
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