Failure Case Study: Amazon Restaurants in the UK – Facing the challenges of the competitive online food delivery landscape

Amazon Restaurants, offering online food delivery ordering from a range of participating restaurants, launched in London in 2016, opened to Amazon Prime subscribers across the capital. However, in November 2018, Amazon closed the service.

Online/app-based food delivery is a growth market in the face of pressure on traditional quick-service restaurants. This has inspired both new start-ups and bigger brands with logistics and online clout to explore such services, with competition springing up in major cities in markets such as the US, the UK, and Europe.


– For a value-added service to attract usage, it needs to be offering something one cannot get elsewhere, or offer a comparatively better proposition. Amazon Restaurants simply was not managing that in the London context.

– Its degree of choice was inferior to the competition and it alone was unlikely to be a reason to purchase a Prime subscription.

– The food delivery marketplace in key locations such as London has become highly competitive, with major players making it difficult for new entrants.

– Uber Eats and Deliveroo are more emblematic of the "sharing economy," which is characterized by, and favors new, agile start-ups with creative ideas and brands that reflect the "new-ness" of that shared services concept. Amazon in comparison reflects the previous generation of online services development and association and possibly lacks the popular association with shared innovation.

Reasons to buy

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Companies mentioned


Table of Contents

Table of Contents

1. Introduction

2. What?

3. Why?

4. Take-Outs

5. Appendix


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