Milkman 2.0 The $6 Billion Opportunity in Food Delivery Robert Emerson Author
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The book details a highly profitable detailed solution to the vexing challenge of providing free home delivery of affordable restaurant quality food that satisfies America's increasing preference for dining at home. Even before the pandemic, home food delivery was poised to increase from $49 billion in sales to $365 billion within the next decade. The problem is that, until now, no business model existed that allowed delivery providers or restaurants or supermarkets to address the opportunity profitably. The new model, which combines freshly prepared meals created by Culinary Institute trained chefs with a novel delivery system recently developed by a Dutch technology company called Picnic provides a range of advantages to consumers.These include a wide variety of locally prepared menu selections offered at prices 20-30% below those charged by QuickService Restaurants, coupled with the ease of free home delivery or access to conveniently located small specialty stores. The concept has been validated by the success of more than a dozen existing facilities throughout the Northeast.The new concept not only provides advantages to consumers: it also offers returns on capital to investors more than double those from existing fast casual restaurants. Further, it allows both front of house and back of house staff to work from 9 to 5 daily, a vast improvement in their quality of life when compared with the demands of the traditional restaurant business. Finally, it offers delivery drivers to earn reliable salaries, in contrast to the current unpredictability of the gig economy.


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