Pricing principles in the field of ready–made meal delivery: analysis of influence factors

  The article is devoted to the study of pricing dynamics in the food delivery services sector.  The relevance of the topic is due to the rapid expansion of services and increased competition among enterprises focused on remote consumer service.  The novelty of the work lies in the comparative analysis of approaches to flexible pricing proposed by theorists and practitioners, which takes into account logistics, cost structure, audience specifics and digital technologies.  The study describes the most popular pricing principles: cost–based, competitor–oriented, as well as dynamic algorithms taking into account seasonal demand. The results reflecting the willingness of customers to pay extra while observing short delivery times and maintaining product quality are studied. Particular attention is paid to factors influencing the final price: packaging, partnership model with aggregators, number of ordered dishes, work with loyalty programs. The work aims to systematize the conditions under which delivery becomes cost–effective for the company and convenient for the buyer. To solve the problem, an analysis of literary sources, a comparison of indicators and a comparative method were used. The conclusion reflects findings aimed at optimizing pricing decisions. The article will be useful for entrepreneurs, marketing and logistics specialists, as well as anyone interested in improving the efficiency of cost management and ensuring demand for the ready–made meal delivery service.