Värdeskapande genom intermediärer : En studie om intermediärens värdeskapande i restaurangbranschen

Sammanfattning: Authors: Rasmus Nilsson and Daniel Lövkvist Supervisor: Amie Gustafsson   Title: Value creation through intermediaries - A study of the intermediary's value creation in the restaurant industry   Background and problems: The great development at Foodora and Wolt is inevitable and nowadays almost everyone has encountered the players in some context. Their market shares are growing significantly, which can be both good and bad. Whether intermediaries affect the restaurants is unclear, but for many it seems to be the rescue during the passing pandemic.   Foodora and Wolt have broken into the market as intermediaries in the restaurant industry for some time and have established themselves with furious speed, which has led to a number of issues. It is unclear whether the restaurants have only started their collaborations with intermediaries in order not to fall behind, which has since started a less profitable for the companies. The service sector has grown a lot in recent years and it will therefore be interesting to examine how the value of restaurants has been affected by the progress of intermediaries.   Purpose: The purpose of the essay is to investigate how value creation changes when restaurants interact with intermediaries. Method: The study was conducted as a qualitative study where the empirical data was developed with the help of semi-structured interviews with a total of five restaurant owners in Karlstad and Örebro. All respondents have been connected to an intermediary.   Empiricism and conclusion: The results of the study indicate that the intermediaries have a positive impact on the restaurants and were the rescue when the pandemic was at its worst. The middlemen have contributed to an increased value for the restaurants, but to varying degrees depending on the restaurants' own conditions and what they themselves feel the need to focus on.   Keywords: Value, service innovation, intermediary, Foodora, Wolt, digitalisation, business administration