CONVERGING DIGITAL TECHNOLOGIES USING API: EXPANDING THE LANDSCAPE OF FOOD ORDERING AND DELIVERY IN SOUTH KOREA

This paper proposes digital technology convergence to expand the current and future foodservice business practices of the food ordering and delivery landscape in South Korea. It briefly traces Korea's food delivery history back to the 13th century and how it grew exponentially. Over the years, it describes how technology innovations have boosted food ordering and delivery, influenced consumers' lifestyles, and provided business opportunities to delivery operators. Furthermore, convenience and current health concerns due to COVID-19 contribute to the growing food ordering and delivery trends. However, customers seek seamless connection, easy access, and multiple channels to order, pay and receive their food. While the food business sales growth is visible, some restaurants carry a burden due to the high commissions charged by food delivery app operators. The proposed Application Programming Interface (API) offers a solution to these issues. This API is a technological infrastructure for restaurant owners that would give them a choice when reaching out to repeat and prospective customers. API supports an omnichannel strategy that offers customers multiple ways to order food and have it delivered.