Takeaway packaging for any restaurant across the world needs distinct attention as
every brand is trying to transport the same experience of the restaurant in a box.
Cloud kitchens business are budding in India which has also increased the demand for
packaging for food delivery.Major challenge with cloud kitchen is the restaurant has
to build the brand without a physical store which give opportunities for packaging
to innovate. The packaging should suit the fast moving kitchen style and have inbuilt
features to tackle the fundamentals of the entire supply chain that is from warehouse to
kitchens to the consumer. Packaging becomes the first and the most crucial touchpoint of
branding for any restaurant to convey its message to consumers.
The novelty is going as most restaurants on Swiggy or Zomato are cloud kitchens.
Formation of packaging should be >= 30 secs as avg per day order would be 300-400
As multiple kitchens are running under the same premise. The inventory of packaging
should be lean and have modularity to scale up with different food items.
In cloud kitchen packaging must be “serve single-use packaging”.
There can be single or multiple items getting packed together.
To carefully observe the consistency, geometry, and physical properties of the
individual item an ideal packaging must be designed. Consistency: To understand the
coherence of the food item. The item might be dry, semi-dry, or liquid. Choosing the
right packaging material to suit the kind of food. Geometry: To build packaging considering
the formation of the food item. For eg pizza can have various shapes like circular, rectangular
or a slice.
Physical Properties: To direct the physical property of the food item. In the case of
pizza, a pizza stool is placed on the hottest and softest part to avoid any kind of
movement and keep pizza intact in packaging.
We need to design packaging, which is very instinctive, can be pre-formed for
quicker transfer of hot food and should nest or be in the collapsible condition in
storage. Space Constraints: There are limited space and less storage space for packaging.
Packaging should be collapsible or have nesting features to occupy lesser space.
Filling line: Packaging should accommodate both hot and cold food items. For eg:
Biryani is served hot but raita is pre-packed and stored inside the fridge.
Packaging needs to maintain both the temperature well so that raita doesn’t taste
We as designers can tackle this by understanding consumers’ emotional and
functional expectations from packaging.
Emotional touchpoints: Branding! Should help consumers to bind immediately
with the brand. The packaging should be in a presentable layout that keeps food items
intact. Providing small interacting features for consumers to bond over the meal. For eg:
Pizza hut developed a packaging that converts into a movie projector.
Functional touchpoints: The packaging should be sturdy, resistant to being spilled,
temperature resistant, food safety and hygiene, easy to dispose of, easy to open, easy
to restore and eco-friendly.
We should also keep the intention to choose/provide the most sustainable option.