Más allá de los repartidores: la gestión algorítmica ejercida por las plataformas de reparto de comida sobre los proveedores
Resumen
Para llevar a cabo esta investigación realizamos un estudio cualitativo de caso. Analizamos la relación entre las plataformas de reparto de comida y las empresas del sector gastronómico en la ciudad de Buenos Aires durante la pandemia del Covid19 y en la postpandemia. Realizamos entrevistas en profundidad a integrantes de cámaras empresarias del sector, dueños o gerentes de locales gastronómicos con distinto perfil, y trabajadores de las áreas tecnológicas de las plataformas. Además, analizamos contratos firmados entre las plataformas y distintos locales gastronómicos.
Nuestra hipótesis es que la gestión algorítmica es un método usado por las plataformas de reparto de comida para controlar también a los proveedores. Esta forma de gestión tiene similitudes con la forma en que las plataformas controlan a los/as repartidores/as, pero también ciertas diferencias en términos de alcance, dado que los proveedores son socios-clientes de las plataformas con capacidad de negociación. La gestión algorítmica sobre los proveedores resulta funcional e indispensable para el desarrollo del modelo de negocios de las plataformas de reparto y tiene como fin último la multiplicación de transacciones y el incremento de rentas.
Palabras clave: Plataformas digitales de reparto de comida - Gestión algorítmica - Proveedores - Modelo de negocios
BEYOND THE RIDERS: ALGORITHMIC MANAGEMENT EXERCISED BY FOOD DELIVERY PLATFORMS OVER PROVIDERS
Abstract
To date, there are almost no studies that analyse the use of algorithmic management by digital food delivery platforms over providers, i.e., the businesses that prepare and sell the food that is delivered to consumers by riders. This article seeks to contribute to addressing this gap in the literature. It addresses the following research questions: What are the characteristics of the algorithmic management practices exercised by food delivery platforms over providers? In what ways do these practices resemble or differ from those applied to riders? What role does algorithmic management play in shaping the business model of delivery platforms?
To investigate these questions, a qualitative case study focusing on the relationship between food delivery platforms and businesses in the gastronomic sector in the city of Buenos Aires during the Covid-19 pandemic and the post-pandemic period is conducted. The study draws on in-depth interviews with members of industry associations, owners or managers of food businesses with varied profiles, and employees in the technology departments of the platforms. Additionally, contracts signed between platforms and a range of gastronomic establishments are analysed.
The hypothesis of this article is that algorithmic management is a method used by food delivery platforms to also control providers. This form of management shares similarities with the way platforms control riders, but it also presents certain differences in terms of scope, since providers are partner-clients of the platforms with bargaining power. Algorithmic management over providers is functional and indispensable for the development of the platforms’ business model, and its ultimate aim is to multiply transactions and increase rents.
Keywords: Digital food delivery platforms - Algorithmic management - Providers - Business model
ARK CAICYT: https://id.caicyt.gov.ar/ark:/s16668979/2vrak83k5
Texto completo:
PDFDOI: https://doi.org/10.62174/arg.2025.10822
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