The proliferation of internet telecommunication services, smartphones, and mobile apps has revolutionized the food delivery industry, especially through online-to-offline models. This study examines the factors influencing customer satisfaction and reuse intentions in India’s rapidly growing FDA market, accelerated by the COVID-19 pandemic. By integrating Expectation Confirmation Theory and e-SELFQUAL model, the research explores the effects of self-service quality, price, food quality, and advocacy on consumer behavior. Using data from 279 respondents and structural equation modeling for analysis, the findings reveal that food quality and online purchasing experiences significantly impact positive consumer behavior toward FDAs. The study uncovers the inverse relationship between price and food quality as critical antecedents to self-service quality and satisfaction. Additionally, it identifies the mediating roles of satisfaction and advocacy. The novelty of this research lies in its integrated theoretical framework, which provides a comprehensive understanding of FDA users’ purchase decisions, promoting FDA reuse and advocacy.