David VS Goliath in the food delivery industry: the case of Jafood’s strategic path amid multinationals’ competition

Purpose The food delivery (FD) sector has undergone a radical transformation over the past decade, driven by technological advancements that have enabled the rise of startups and multinational corporations. This study aims to investigate how local startups strategically compete against global food delivery giants by reconstructing the strategic evolution of a startup operating in the Campania region (Italy), which has been in direct competition with multinational firms for several years. Design/methodology/approach This research uses a qualitative methodology through a longitudinal single-case study of Jafood, a Startup and academic spinoff of FD. This study uses an action research approach with an interpretive perspective, analysing nine strategic phases over a seven-year period. Empirical data were collected through real-time operations alongside multinational competitors and complemented by desk research on platforms, industry reports and corporate communications in the FD market. Findings The findings reveal that the case study developed a hybrid strategic model combining differentiation, mimicking and effectuation. Startups can achieve competitive advantages over multinationals by leveraging strategic agility, local embeddedness and institutional support while adopting selected corporate practices to enhance credibility and prepare for potential exit opportunities. Research limitations/implications Although based on a single case, this study proposes a framework that may apply to other startups operating in highly competitive environments. Future research could expand the sample and adopt longitudinal designs to validate the model in other national or sectoral contexts. Originality/value This study’s main contribution lies in introducing a contextual and multi-theoretical interpretation of startup strategy within the FD sector, offering practical insights for entrepreneurs and policymakers within innovation ecosystems.