Hungrynaki: developing a powerful service brand

Abstract

This case study explores the growth and branding strategy of HungryNaki, a Bangladeshi online food ordering and delivery platform established in 2013. The study highlights how the company identified a market gap in food delivery services and adopted an aggregator business model to connect customers with restaurants through digital platforms. By focusing on customer experience, operational efficiency, technology integration, and data-driven marketing, HungryNaki achieved rapid growth and operational break-even within a short period. The case also examines the company’s branding, employee management, promotional strategies, and future expansion plans while discussing challenges related to investment, automation, and sustaining competitive advantage in Bangladesh’s growing online food delivery industry.