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ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Agricultural and Food Economics
Volume 9 - 2025 | doi: 10.3389/fsufs.2025.1512675
This article is part of the Research Topic Food Waste Reduction During Consumption and Disposal View all 6 articles
Promotion Strategies of Food Delivery O2O Supply Chain Considering Service Congestion Effect with Anti-Food Waste Regulation
Provisionally accepted- 1 School of management, Nanjing University of Posts and Telecommunications, Nanjing, China
- 2 Guangzhou Panyu Polytechnic, Guangzhou, Guangdong Province, China
Amidst the rapid expansion of the online-to-offline (O2O) food delivery sector, this paper investigates the promotion strategies employed by restaurants and food delivery platforms within the supply chain, and explores how these entities select promotion strategies under different conditions, including the intensity of government anti-food waste regulations, service congestion effect, and commission ratio, with the aim of improving profits and reducing food waste. Utilizing a gametheoretical approach, we focus on three primary promotion strategies: a no-promotion strategy (N strategy), a price discount strategy (D strategy), or a volume-based price discount strategy (S strategy). Our results reveal that the restaurant's choice of promotion strategy is significantly correlated with the offline congestion effect, but not directly associated with anti-food waste regulations. Conversely, the platform's optimal strategy and the extent of food waste are more closely related to the stringency of anti-food waste penalties. Under specific conditions, a win-win scenario can be achieved where both restaurants and platforms benefit economically while reducing food waste.
Keywords: Food waste, Food Supply chain, online-to-offline, service congestion effect, Promotion strategy
Received: 17 Oct 2024; Accepted: 19 Feb 2025.
Copyright: © 2025 Xu, Tang and Xu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Guangye Xu, School of management, Nanjing University of Posts and Telecommunications, Nanjing, China
Shiqi Xu, Guangzhou Panyu Polytechnic, Guangzhou, Guangdong Province, China
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