Okhmatovskiy, IlyaFilipe, Juliana Nicolau2025-07-312025-07-312025-01-142024-12-17http://hdl.handle.net/10362/185793This research provides an overview of the food delivery industry, focusing on the key traits of traditional and contemporary business models. The thesis includes an in-depth analysis of the Hybrid Delivery Model, which exists within the OGD field and leverages the advantages of Brick and-Mortar establishments along with the flexibility of Pure-Play Online platforms. Additionally, it assesses both strengths and weaknesses. The paper proposes strategic recommendations to tackle current challenges and leverage opportunities in the OGD sector, specifically examining how hybrid business models can successfully merge various elements to improve customer experience, operational efficiency, and ultimately, profitability.engStrategic business modelsOnline food deliveryOnline grocery deliveryHybrid delivery modelStrategic recommendationsmaster thesis203959566